

Altenar
How important is the Mexico market for the LatAm region?
Mexico has been a vital cog in LatAm’s crown, with Altenar establishing itself as a major player in the market. With growth continuing to climb in the territory, we caught up with Altenar’s Regional Director Americas, Hugo Llanos, to discuss his thoughts on the impact the current market is having and what it will look like over the next five years.
Talk us through Altenar’s presence on the Mexican market – what do you see as your key highlights in regard to bringing your partners commercial success?
We have been present in the market for a few years now and have enough experience to know how to do the proper risk management, and we know what our customers enjoy. In addition to that, we also believe we have the best tools to provide our partners with promotions and bonuses available to drive turnover.
What makes Altenar a key difference maker in Mexico – what do you see as your USPs vs. your competition?
I believe our bonus tool is probably one of the best around, even though the sportsbook is not necessarily known for its bonus management. However, it allows our partners to work with customisable promotions for their partners. Also, we are always open to new ideas and developments required by our clients in order to help them achieve their objectives.
Looking at the Mexican market as a whole – what do you see as the key characteristics of the market? What’s the share of online vs. retail and how are trends changing?
Football is very important for LatAm, as the sport is well liked across the region by fans of all demographics. There are also enough customers who have expressed an interest in US sport and this is important for the region as a whole. I also believe the average stake is a bit higher than in the rest of LatAm, which is an interesting point within itself. Online is definitely growing and should be closer to 70%, and as common as the rest of the region. It is a fascinating market with fascinating results and we will keep a close eye on this over the coming months.
How can Altenar support Mexican operators in changing player trends / particular sport preferences over the coming years? What do you have planned?
Any platform needs to stay updated and at Altenar, we are constantly working on the offer, trends and preferences. We understand this part of the business very well and work towards achieving this constant innovation. Our Bet Builder tool was introduced to our customers a while ago and we have also just released some new sports and new markets to combine, alongside unique functionalities in the sportsbook such as player props. This is an exciting time to be a part of Altenar in the region and we are confident we can be a huge player here in the years to come.
Last but not least – what’s your prediction for Mexico over the next five years – how much do you see the market changing?
I believe there will be more participants in the market and a good environment for the online industry to keep growing. LatAm, as a whole, is expanding and although Mexico is a more mature market than many others, the potential to extend our offering across the territory is exciting for us so we are looking forward to seeing how Mexico progresses over the new few years. I believe the changes will be very positive as the jurisdiction becomes more established.
Altenar
Altenar boosts Brazil presence with São Paulo office

Leading sportsbook provider opens second office in Latin America
Altenar, a leading sports betting and iGaming software provider, has strengthened its support for operators in Brazil with the opening of a new São Paulo office.
Registering an entity in the country highlights Altenar’s understanding of the importance of Brazil’s regulated market for its clients and reflects the company’s continuous global strategy of wanting to be as close as possible to key markets.
Altenar opened an office in Uruguay last year to provide improved support for clients in LatAm and the Brazil entity will bring numerous benefits, including faster onboarding for new customers and invoicing in the local currency.
Frederico Caputi, Sales Manager at Altenar, said: “Opening the São Paulo office is a strategic step for Altenar as it allows us to better serve our partners and streamline operations within Brazil’s thriving market. This local presence not only enhances our customer support capabilities but also significantly boosts our responsiveness to market needs and regulatory changes.
“It is an exciting development that aligns perfectly with our commitment to growth and excellence in Latin America.”
The post Altenar boosts Brazil presence with São Paulo office appeared first on Gaming and Gambling Industry in the Americas.
Altenar
Altenar secures platform provider approval in Peru

Leading sportsbook technology provider expands footprint in LatAm
Altenar, a leading sports betting and iGaming software provider, has been officially approved as a technological platform provider in Peru, following the country’s newly established online gambling.
A supreme decree published in October 2023 outlined the compliance requirements for iGaming operators, and Altenar acted swiftly to secure certification. As one of the first providers to submit its application, the company successfully met all regulatory standards, reinforcing its commitment to compliance and market expansion.
With Peru now added to Altenar’s growing list of regulated markets, the company continues to solidify its reputation as a trusted and adaptable sportsbook provider worldwide.
Marina Zacharopoulou, Compliance Manager at Altenar, said: “Achieving homologation in Peru is a testament to our team’s dedication and expertise in navigating regulatory landscapes.
“This milestone positions us for further growth across LatAm, ensuring operators in the region have access to a fully certified and high-performing sportsbook solution.”
Diego Salas, Sales Manager at Altenar, added: “Despite the recent challenges the regulation has brought for operators this approval allows us to support our partners in unlocking the full potential of this exciting market.
“We are excited to add Peru to the list of regulated countries we support, and we’re ready to keep empowering operators across LatAm”
The post Altenar secures platform provider approval in Peru appeared first on Gaming and Gambling Industry in the Americas.
Altenar
Matthew Ferrara Joins Altenar as Sales Manager in North America

Altenar has increased its focus on the North American iGaming market with the appointment of Matthew Ferrara as Sales Manager.
Based in Miami, Ferrara has previously spent two years working in Croatia as a live trader on US sports for Superbet before returning to the United States to join micro-betting provider Kero Sports as Business Development Manager, specialising in outbound sales and strategic partnerships.
He now strengthens Altenar’s sales team and will focus primarily on the North American market as the sportsbook provider looks to expand its operation.
Matthew Ferrara, Sales Manager at Altenar, said: “My previous roles have given me a good understanding of the sports betting industry from both a B2B and B2C perspective, understanding the pain points and what an operator is looking for in a sportsbook solution.
“There was a lot of appeal about joining Altenar, especially the back office tools and trading team. Paired with the use of official data and top data providers, operators will have a significant competitive edge and offering tailored to their regulatory needs.
The fact that Altenar already has so many clients also means the company has the expertise of what works best in each market and what the user preferences are in each region. Having such a strong product is a huge appeal and I’m excited to meet potential new clients to highlight what we can do.”
Charlie Williams, Commercial Director at Altenar, said: “We are delighted to have brought Matthew on board to strengthen our sales operation in North America amongst other markets. He has a strong understanding of the needs of operators and he will be a valuable asset as we look to bring more clients from North America on board.”
The post Matthew Ferrara Joins Altenar as Sales Manager in North America appeared first on Gaming and Gambling Industry in the Americas.
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