How Wildz Group expanded into sports betting with Altenar

Integrating a tailored sportsbook vertical allows casino-first brands to scale without compromising their core player experience.

Key takeaways:

• Wildz Group expanded its online casino-first business into sports betting in 2024 using Altenar as its sportsbook provider.  
• The implementation focused on delivering a tailored product rather than a standard, off-the-shelf solution to preserve the existing player experience.  
• Key features included a Custom Bet of the Day, Bet Builder, cash-out, daily streaming, and tailored bet boosts.  
• Dedicated Nordic specialists provided regional trading expertise to align the offering with local preferences and sporting competitions.  
• Altenar’s structured onboarding process helped make the integration manageable while maintaining the operator’s casino experience.

Press release.- For casino-first operators, adding a sportsbook is a strategic way to acquire new customers and increase engagement without losing what makes the brand successful. By choosing a flexible partner like Altenar, operators can tailor product features, promotional mechanics, and regional trading to fit their specific target markets. The successful expansion of Wildz Group shows how a customised sportsbook vertical can scale brand growth while protecting an existing online gaming proposition.

Features such as Bet Builder, cash-out, streaming and tailored bet boosts can support different engagement strategies, depending on the operator’s objectives.

This also matters when entering multiple markets. Local sporting interests, competition schedules and player expectations vary, making a uniform approach less effective. Regional trading expertise and a tailored offering help operators build a sportsbook that feels relevant to their audience.

Real case study: Adapting sportsbook to a casino-first business

The success of Wildz Group demonstrates how a flexible sportsbook can support expansion without forcing an operator to compromise its existing brand proposition.

Wildz had built its business around online casino gaming before deciding in 2024 to expand into sportsbook. The challenge was to introduce a new vertical while maintaining the player experience that had established the brand.

Wildz selected Altenar as its sportsbook provider, with the implementation focused on a tailored product rather than a standard, off-the-shelf solution.

The sportsbook included several features designed around the operator’s strategy:

• Custom Bet of the Day: a distinctive feature supporting the operator’s brand proposition.
• Bet Builder and cash-out: additional ways for customers to engage with sports betting.
• Daily streaming and tailored bet boosts: tools to support engagement, acquisition and reactivation.
• Regional trading expertise: dedicated Nordic specialists helping align the offering with local preferences and sporting competitions.

Altenar’s structured onboarding process also helped make the implementation manageable, allowing Wildz to introduce the new vertical while preserving its existing casino experience.

The business saw:

• Consistent high-volume turnover: Steady, multi-million euro betting volumes month on month.
• Highly profitable yields: Sportsbook margins consistently hitting double digits.
• Surges in acquisition and activity: During peak sporting periods, Unique Active Players increased by over 100% within two months, and new customer acquisition spiked by nearly 150% month-on-month.

Mitchell Harrison, sales director at Altenar, commented: “This experience highlights the value of flexibility when expanding beyond the casino. The objective is not simply to add sportsbook functionality, but to build an offering that supports the operator’s brand, audience and growth plans.

“For casino-first businesses, the right approach combines customisation, local market expertise and a stable technical foundation. Altenar’s flexible sportsbook enables operators to shape their product around these priorities, connect casino and sports betting more effectively and adapt as their strategies evolve.”

Frequently asked questions (FAQs)

• What sportsbook provider does Wildz Group use? Wildz Group uses Altenar as its sportsbook provider, selecting them to implement a tailored product rather than an off-the-shelf solution.  
• Why do casino-first operators add a sportsbook? Adding a sportsbook allows casino operators to acquire new customers, cross-sell to existing players, and drive engagement during major sporting events without losing their core brand success.  
• What features are included in Altenar’s sportsbook for Wildz? The sportsbook features a Custom Bet of the Day, Bet Builder, cash-out, daily streaming, tailored bet boosts, and regional trading expertise.  
• How does Altenar support regional preferences for operators? Altenar deploys dedicated regional specialists, such as Nordic trading experts, to align sporting competitions and local preferences with the operator’s offering.