SBC News Voice of the Sports Betting Industry
Altenar has made its regulated Swedish market debut after launching the LuckyCasino.com sportsbook in late May.
The addition of Altenar’s sportsbook marked LuckyCasino’s first foray into sports betting, adding to an existing casino product portfolio of slots, table games and live casino.
“We are really pleased with the work that Altenar has done, which will strengthen our customer offer and improve our competitiveness,” said Martin Sidenvall, Director at Glitnor Group, which took over LuckyCasino in July last year.
Part of LuckyCasino’s customer offering is that it uses the Trustly simplified registration process, something which is proving very popular in Sweden as it allows players to begin betting without needing to create an account.
As part of its preparation for the launch, Altenar’s first with an operator using Trustly, it designed a new feature to mitigate the risk of fraud that can occur in sports betting due to the potential for misuse of inside information.
Limits are set, which can vary from operator to operator and segment to segment, and when payouts go over that limit Altenar will manually approve settlements.
Dinos Stranomitis, Chief Operating Officer at Altenar, said: “Over the past 12 months, this unique deposit and withdrawal method that allows people to bet on sports or play casino has revolutionised player habits in Sweden. We are excited to launch our first regulated Swedish client with such an innovative selling point.
“We think this will become increasingly popular, so we have adapted our process so that good customers can enjoy the services of Trustly, but those who might attempt any type of fraud will be monitored and blocked.”
Altenar is also preparing to launch imminently with other newly licensed operators in the Swedish market, with upcoming partnerships also expected to integrate Trustly.
The Swedish launch marks Altenar’s second regulated market entry this year, having also secured its first Romanian client earlier this year with Red Sevens.
