Altenar's Alejandro Cazorla

Altenar continuing to target LatAm growth

With this week’s SBC Summit Barcelona being one of the year’s major highlights in the industry calendar, we caught up with Altenar’s Sales Manager, Alejandro Cazorla, to discuss the company’s plans for the event and the regions where Altenar is hoping to establish its footprint.


SBC: Altenar’s had plenty of success in the last 12 months when it comes to industry awards, big-brand partners and new markets – what’s been key to your growth? 

Alejandro Cazorla: Substantial growth has been one of our most significant achievements over the past year and this can be attributed to many different things. Listening to our customers, hearing what they want from us and how we can be of further assistance is always key. 

The development of our product continues to evolve, making this as customised as possible. The widgets we have released make each sportsbook frontend unique, and through different areas of trading and odds management – customisation and differentiation has been crucial to our success.

SBC: Looking at the current state of play for LatAm, where Altenar is particularly active, what do you see as the key demands for local operators when it comes to a flexible sportsbook provider? 

AC: The key demands for LatAm operators when it comes to multi-channel are related to customisation of the front-end and odds. They like to have the flexibility of the look and feel that differentiates them from their competitors and also having the possibility for adjusting odds and margins on particular competitions for marketing-related purposes. Those are definitely the key factors that make us particularly dominant in LatAm. 

Amending the product to the targeted market is essential as it is a common mistake in LatAm that operators can target the region as a whole, when it actually requires a lot of localisation and is a very diverse and varied area. A customer in Peru, for example, is not expecting the same type of solution as in Colombia so we need to continue to be mindful of that and the understanding that we have of LatAm keeps Altenar one step ahead.

SBC: Keeping on LatAm and onto Brazil; how much of an opportunity does Altenar see here for both sportsbook suppliers and new operators looking to enter the market? 

AC: There is a lot of opportunity and potential in LatAm. As a continent, LatAm is starting to regulate slowly so this brings a wealth of opportunities for operators and suppliers. In Brazil, we have had customers for many years and we have seen the sports betting regime was just passed, so we are expecting different countries in LatAm to follow the same path. 

Altenar will be there, certifying its product and doing whatever is needed from a regulatory perspective to provide our services to new and existing customers. Brazil has a lot of potential and the regulation, which has just started, will hopefully see the market there continue to grow.

SBC: Onto SBC Summit Barcelona’s home country of Spain; can you talk us through Altenar’s presence on the market and the potential you see for Spain? 

AC: Altenar has been keeping a close eye on the Spanish gaming scene for over two years now. We all know that Spain is a tough market; however, our experience in regulated markets, combined with our cutting-edge technology plus our commitment to responsible gaming, which aligns well with Spain’s regulations, has led us to bring our solution to top operators in the market. We expect to make a positive impact and embrace opportunities as Spain’s gaming landscape evolves.

SBC: Last but not least, when it comes to SBC Summit Barcelona, what can delegates look forward to at Altenar’s booth? 

AC: At our stand in Barcelona, delegates can expect a lot of product updates, such as the latest news on our widgets and odds management. They will also be able to see our fully-managed retail solution, and attendees can pass by to try our amazing coffee and have a nice conversation! Whether to discuss new markets and operations, or to simply say hello! So, we look forward to meeting many friends and new faces at the event!


Altenar will be at booth SB56 in the Sports Betting Zone at SBC Summit Barcelona, which takes place at Fira Barcelona Montjuïc on 19-21 September. 

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