By Ulises Gil, journalist at G&M News.
Altenar was recently recognized as ‘Best Sportsbook Provider 2026’ in São Paulo. What does this achievement represent for the company in Latin America, and what do you see as your key competitive advantage in this market?
Recognition like this is important, but for us it’s more a validation of the direction we’ve taken in the region rather than an end goal. Latin America is not an easy market to operate in. It requires a combination of regulatory understanding, product flexibility, and strong local presence. If you look at Brazil alone, with around USD 7.5 billion in GGR in its first regulated year and over 50% coming from sports betting, the scale is already significant. Being recognized in that context shows that our approach -focusing on sportsbooks as a core revenue driver- is aligned with where the market is going. Our key advantage is flexibility; not just in terms of product features, but in how we adapt to each operator’s strategy.
What are the most underestimated challenges operators face when trying to scale profitability beyond initial launch?
Many operators launch strongly, especially with aggressive marketing, but then struggle to convert that into sustainable revenue. Retention is the real challenge, and that’s where sportsbook plays a critical role. The data already shows that in markets like Brazil, sports betting accounts for around 55% of GGR, meaning it’s the main engagement driver. Operators who treat sportsbook as a secondary product often hit a ceiling quite quickly. Scaling profitability requires deeper product engagement, better personalization, and a more dynamic in-play offering, but not just more users.
What are the biggest structural or regulatory barriers operators face in LatAm today, and how does Altenar’s platform help them navigate those challenges?
Regulation in Latin America is evolving quickly, but it’s not always consistent or predictable. Each market has its own requirements, and timelines can change. This creates pressure on operators to adapt fast. That’s where platform flexibility and compliance expertise become critical. At Altenar, we place a strong emphasis on local knowledge and regulatory readiness. Our platform is built to adapt to different frameworks, which reduces time to market and operational risk. Combined with a regional team on the ground, we’re able to support operators not just technically, but strategically.
Which product capabilities are most critical for success in LatAm specifically, and how has Altenar adapted its sportsbook to meet regional demands?
Localization is probably the most critical factor, and that goes far beyond language. You need to understand which sports drive engagement, how users interact with live betting, and what kind of experience they expect on mobile. Latin America is heavily driven by real-time engagement, so in-play performance and content depth are key. We’ve adapted by expanding player props, improving Bet Builder flexibility, and integrating real-time data feeds that allow for more dynamic betting opportunities. At the same time, everything is configurable: no two operators in the region have the same strategy.
Where do you see the biggest gap between what operators in LatAm expect from a sportsbook platform and what most providers actually deliver?
The expectation is flexibility and speed. The reality, in many cases, is still quite rigid. Operators want to react quickly: to market trends, player behavior, or even specific sporting events, but many platforms are not built for that level of adaptability. Providers often deliver a solid product, but not one that can be easily customized or evolved. At Altenar, we’ve focused on closing that gap by giving operators more control and more tools to enable changing strategies.
What role does real-time data, trading flexibility, and risk management play in helping operators succeed in fast-growing LatAm markets?
It’s absolutely central. In a market where users are highly engaged with live sports, the ability to react in real time is what defines the experience. Real-time data turns every moment into a potential betting opportunity, and that directly impacts turnover. However, it’s not just about offering more markets. Flexibility and risk management ensure that operators can scale that offering sustainably. Our approach is to give operators both: the ability to drive strong engagement while maintaining precise control over risk.
Looking ahead, what product innovations will be most important for maintaining competitiveness in LatAm sportsbook markets?
The next phase is clearly about personalization. As the market matures, operators will need to move beyond standard offerings and create more tailored experiences, using data more intelligently, not just for trading, but for user engagement. At the same time, flexibility will remain key. Markets will continue to evolve, and those operators who can adapt quickly with the right technology and a reliable partner will emerge as leaders.