Present in 13 major global markets and major licenses such as the UKGC and MGA, Altenar has a robust and reliable sportsbook and iGAming software platform, having established itself as one of the preferred providers of many leading operators around the world.
Given the imminent approval of sports betting regulations in Brazil, the company intends to set up an office in the country to be closer to its customers. That's what Hugo Llanos, general director for the Americas at Altenar, commented in an exclusive interview with GMB One-On-One.
GMB - Altenar has been dedicated to the iGaming sector for 12 years, with one of the most recognized sports betting platforms in the sector. What is this notoriety due to?
Hugo Llanos - It's the level of service we provide. It has to do with the flexibility we have in developing our tool. I know Altenar as a customer, as I have been a user of their platform for several years and have had the opportunity to compare them with others available on the market. The main difference is that Altenar sees its customers as partners, listening to what they would like to have and what their goals are. And we try to keep up with them, creating the tools and features they need.
And what other differences would you point out that Altenar offers to sports betting operators?
The market is always dynamic and we are always creating and innovating, but often some do not understand, for example, the importance of official data. Furthermore, our bonus tool is also very good, even though a bookmaker does not differentiate itself by the bonuses it offers. We have the flexibility to create promotions and run user acquisition and retention campaigns. We have a lot of tools for promotions and user experience. These are our differences.
How to integrate a sports betting platform in different parts of the world, since Altenar is a global company, with different regulations and the tastes of bettors?
Listening a lot. It is important to listen to what the partner client needs or what they are looking for. We work in many parts of the world. In some countries regulations require information in one way and in others, differently. So we have to adjust to our partner's needs. Flexibility is everything so that we can serve you well and guarantee you that you will have the solution you are looking for.
In other words, customization?
That’s right. Our platform is not a product that you will have in Brazil, Mexico, Spain or Colombia. We have a taste for sports in Latin America, but the way in which each person achieves it and has the experience is different. So, it's not simply having a copy-paste. The platform needs to be edited so that it is presented in the appropriate way for each market
What are Altenar's latest developments for its sports betting platform, which is already renowned worldwide?
Everyone in the industry is constantly innovating. And that's what we do at Altenar, always working to improve the platform. The most recent was the addition of widgets. They make it easier for the user to access information, without having to update the website or click on a link to access what they want. Everything is at hand. And we also have tools for promotions and for improving the user experience, such as Bet Builders, complementary markets for players and many other things in the product so that the user can experience entertainment.
How does Altenar address the issue of security and robustness, which are so essential for a platform?
This is very important and we are always constantly renewing and looking for security improvements. I'm not a technician, so I can say that we comply with many international requirements, we have ISO 27001 and a lot of support from international organizations that allows us to have a safe, serious and robust product.
You talked a lot about user experience. A good CRM and excellent navigability are also suitable. Have you reached this level yet?
Yes. And something we see in customers who switch to the Altenar system from another platform, they see an improvement in the value bet. We are sure this is due to good user experience. The system is intuitive and the bettor finds a friendly environment. We work hard on user segmentation to make it easier for them to enjoy the site.
Could you cite success stories of Altenar and its sports betting platform? And in which countries do you stand out most?
We have several important customers in many countries, such as Brazil, Peru, Mexico, Spain and numerous customers in Africa. The most successful are Doradobet and Apuesta Total, in Peru; Ecuabet, in Ecuador; PlayDolt, in Mexico; and KTO, in Brazil. We are very strong in the regions where we operate.
Is Altenar doing well in the Latin American market?
For many years I have heard that LatAm is the new giant and that it has a lot of potential. I think Latin America is already this giant and it has been proven. Therefore, there is a lot of competition and many houses, in addition to numerous operators from Europe wanting to enter the region and especially in Brazil. Now there is talk of more regulations and this is very good, as it will create trust for users and a suitable environment for the entire industry.
Talk about regulation this brings us to the current situation in Brazil. How is Altenar performing in the Brazilian market? Is it already an important jurisdiction for you?
Undoubtedly. Brazil has always been very important for Altenar. A curious fact: one of our first partners was Betmotion, a large Brazilian operator. They trusted Altenar to launch their sports betting. We have extensive experience in risk management and how to work with bonuses in Brazil, as well as segmentation and promotions that work in the country. We are at a stage where we want to be following Brazil's growth very closely.
You are following this growth so much that you commented on regulation. How do you see this process and what are Altenar’s plans once the activity is regulated in Brazil?
Everyone is keeping an eye on Brazil and what will happen with regulation. It's great news that there are advances in regulation, but there are still things to be improved. This always happens when regulating a new market. After the first stage, there is learning and is adjusted to meet the needs and conditions of the country. The important thing is to have regulations and present good solutions for the market. Unfortunately, there is still a taboo on the subject of betting and regulation generates trust so that everyone knows that there are legal, good and serious betting houses.
Does Altenar intend to set up an office in Brazil when the activity is regulated to be even closer to the local market?
Absolutely, yes. I think it's very important to be close to the customer and I've always believed in local content for a product. It could be Altenar's next step as soon as the regulation is active. We will have many good things in the future.
Source: Exclusive GMB
