Sam Hill, Altenar: “We have the best range of integrations and products available”
Shows & conferences - 16 July, 2025
Exclusive interview.- In the rapidly evolving world of sports betting, Altenar is focusing heavily on data integration and personalised user experiences to stay ahead of the curve. Speaking with Focus Gaming News during iGB L!VE 2025, the company’s sales director, Sam Hill, shed light on Altenar’s strategic focus areas, especially football, which he described as “king,” particularly in the UK, alongside staples like horse racing and tennis.
Hill emphasised that offering a competitive football product starts with having the right data. Altenar, he explained, integrates highly reliable and low-latency data sources across both European and global football competitions. This solid data foundation enables the company to support high-growth offerings such as bet builders and a wide range of in-play player props, where Altenar claims to offer one of the most extensive selections in the industry.
To complement this, Altenar has introduced a suite of customer-centric features, including early payouts, “bore draw” promotions, boosted odds, and enhanced accumulators. These flexible options are designed to differentiate their football offering in a crowded market.
Hill also touched on horse racing, a vertical he holds close to heart. Despite his enthusiasm, he acknowledged the challenges facing the segment. “Racing is in a difficult spot,” he said, pointing to its fragmented data rights and high operational costs for betting operators. Nevertheless, Altenar remains committed to the vertical, offering a dedicated user interface and comprehensive integrations that include streaming, best odds guaranteed, and each-way betting.
Addressing the evolving profile of the modern bettor, Hill described Altenar’s approach to balancing traditional expectations with next-generation demands. While long-time customers still focus on classic markets like 1X2 or moneylines, younger audiences are gravitating toward fast-paced experiences. Micro markets and player props, particularly in football and U.S. sports, are emerging as key growth areas. Altenar’s partnerships with top-tier data and technology providers ensure that it remains a strong player in these segments.
Finally, personalisation stood out as a core theme in Altenar’s vision. Hill highlighted tools like Bet Mentor and Bet Insights, which allow operators to offer more customised journeys for individual users. From adjusting the sportsbook UI by market and territory to providing personalised recommendations, these features are central to Altenar’s strategy to attract and retain the next generation of bettors.