SBC News Voice of the Sports Betting Industry
Altenar has completed the next step in its global expansion plan by going live with Bulgarian operator group Palms Bet.
The Malta-based provider has outlined that the country has long been one of its key focuses, with projected sports betting revenue of more than €850m in 2026, almost €600m more than six years previously.
George Mavridis, Account Manager at Altenar, stated: “We have always discussed how significant Bulgaria is to us and we are thrilled to continue growing in this new market with Palms Bet.
“We were delighted to launch in Kenya and Peru earlier this year together, and we know Bulgaria is full of potential. We look forward to helping our partners maximise their customer engagement, as well as continued expansion alongside Palms Bet.”
The collaboration now sees Palms Bet’s Bulgarian customers granted access to Altenar’s multi-channel sportsbook technology, as well as a wide range of sports, esports and virtuals selections.
Palms Bet was the first gambling company to be listed on the Bulgarian stock exchange, currently offering over 20,000 sporting events to bettors.
“By integrating Altenar into our platform, we are confident that we will enhance player engagement and solidify our position as one of the leading gaming companies worldwide,” added Alexander Sjarov, Chief Sports Betting Officer at Palms Bet.
Last week, Altenar announced the appointment of Charlie Williams as the sportsbook’s new Commercial Director in a further attempt to expand its global standing.
“We will maintain our global focus with continued efforts in fortifying our strong performance in Europe and LatAm, while also increasing penetration in the UK, Nordics, and North American regions,” Williams said.
“Our primary objective is to pursue business in regulated markets, while also supporting our growth in newly regulated jurisdictions.”
