Sam Hill, Altenar: “We believe we are the most partner-oriented provider in the industry”
Sam Hill, Sales Director at Altenar, spoke to Focus Gaming News ahead of SBC Summit Lisbon.
Exclusive interview.- Ahead of SBC Summit Lisbon, Focus Gaming News spoke to Sam Hill, sales director at Altenar, to discuss the company’s attendance at the event. He explained what it means for the company to be a Gold Sponsor of the Legends Charity Game and talked about microbetting initiatives and features such as Bet Cards and the “slice market”, as well as the company’s expansion in Brazil and Africa.
Altenar will have a significant presence in Lisbon. What can the industry expect to see at your stand?
SBC Summit is a great chance for us to catch up with existing clients and meet potential new ones regardless of which licensed market they plan to do business in. They could be looking to switch sportsbook supplier, expand a casino brand by moving into sports betting, or launching a new start-up.
We believe we are the most partner-oriented provider in the industry and that’s been proven by the customers we have that have moved into new territories with us. The customisation that we can offer can really help operators execute their growth plan, whether that’s trading strategies, customising the front end or much more.
Our team can demonstrate just how flexible our products are, plus our account managers will be there to discuss the level of service that clients can expect if they partner with us. And as always, we’ll be serving the best coffee at the expo!
Personalisation continues to be a competitive differentiator. Given your microbetting initiatives designed to mimic social media behaviours, how is Altenar crafting a more engaging, dopamine-driven experience for younger bettors?
Micro-betting is proving to be extremely popular amongst the younger generation of bettors, especially with the rise of social media over the past decade. We see attention spans shrinking and people searching for instant gratification – they no longer want to place a bet and have to wait two hours for the outcome. Micro-betting takes those ingredients from social media and applies them to sports betting, ensuring a more attractive product for players who seek a TikTok-style experience.
“Our team can demonstrate just how flexible our products are”.
Sam Hill, sales director at Altenar.
This can be an important differentiator but it requires robust and sophisticated technology, well-architected frameworks and rock-solid processes to overcome the challenges, which is why we are partnered with leading micro-betting providers to ensure we have a product that can drive engagement.
Functionality such as Bet Cards and ‘slice market’ tools are enhancing betting precision and UX. What feedback have you received from operators, and how are these features shaping the future of sportsbook engagement?
These features have increased the options available to operators to make sure their sportsbook has a unique design and feel, and the feedback we have received has been very positive. Bet Cards are used to increase the visibility of boosted and non-boosted selections and allow operators to create curated bet lists, offering more control and creativity in their promotions while future improvements will allow automatic generation to reduce manual effort and improve efficiency.
Slice markets allow operators to display a focused selection of betting options by creating filtered versions of existing markets. Selective lines or excluding certain selection options gives the end user a more personalised and streamlined view, based on their betting styles and preferences. That means an improved user experience while helping operators differentiate them in a competitive vertical.
Altenar’s expansion in Brazil—including certification, new partnerships like Multibet, and your South Africa leadership hire-underscores your global ambitions. What’s the strategy driving your regional growth, and why are these markets pivotal now?
We are already well established as a sportsbook provider in South America and the growth of the regulated market in Brazil means we are in a strong position to work with licensed operators of all sizes to drive their growth in this exciting market. We have experience of customising our products and content to the needs of the region, plus our office in South America allows us to offer support in the same timezone.
Africa is another growing market and we are licensed with the Western Cape Gambling & Racing Board in South Africa, where operator expectations are in line with what we offer so we believe we have a reliable and relevant solution.
Our licences in these markets add credibility to what we offer and highlight the compliance of our products, so we have a strong foundation for long-term growth and are ready to scale over time.
“We have experience of customising our products and content to the needs of the region”.
Sam Hill, sales director at Altenar.
As a Gold Sponsor of the Legends Charity Game, what does this presence at SBC Summit Lisbon mean for Altenar in terms of brand visibility and industry connections?
As a company with a passion for sport and especially football, sponsoring the charity game was a logical decision and we are delighted to be playing a part in raising funds for some important causes. The sponsorship will help to highlight our presence in Lisbon and I know many of our team are excited at the prospect of seeing some of the famous names who will be in action!
Premium data feeds can drive retention increases of up to 30 per cent. How is Altenar using high-quality feeds to enhance platform performance, and what impact does that have on trust and profitability for operators?
Our network of data partners includes the best providers in the world, and the use of official data rights owners ensures the quality and speed which a sportsbook needs in a competitive market. Our odds, scouting and content solutions are integrated from multiple data sources and feed blending optimises market coverage and uptime.
For example, our deep integration with Stats Perform’s Opta allows us to model and trade engaging props for over 11,000 football matches per year and means every shot, foul and tackle is a betting opportunity – only a few sportsbooks in the world can offer such a premium soccer betting experience.
It means more in-play betting opportunities, a greater choice of pre-match markets, better cashout availability and faster bet settlement, all of which can play a key role in boosting retention rates and lead to higher revenue.
The Altenar team will be based at Stand C140 or book your meeting in advance to hear more about the company’s sportsbook offering.
