Diego Salas is Sales Director at Altenar, a B2B sportsbook technology provider that powers sports betting operations across more than 50 regulated jurisdictions. Founded in 2011, Altenar has built its reputation around configurable sportsbook solutions that combine trading, risk management, compliance, and localized player experiences for licensed operators expanding into regulated markets. The company’s recent Sportsbook Supplier of the Year win at the SBC Americas Awards 2026 marks a notable milestone in its ongoing expansion.
In this CasinoRank interview, Salas discusses why operators are increasingly partnering with specialist sportsbook providers instead of building platforms in-house, how Altenar approaches regulated market expansion through customization and compliance, and the thinking behind its latest player engagement features. He also shares his perspective on Latin America’s evolving opportunities, the growing role of personalization, and how machine learning will shape the next generation of sportsbook experiences.
For operators still weighing a third-party sportsbook provider against building in-house, what advantages does Altenar offer that are difficult to replicate internally?
Diego Salas: Building a sportsbook in-house can be an attractive idea, but the reality is that operating a successful sportsbook today requires far more than a betting engine. Operators need market-leading content, risk management, trading expertise, regulatory compliance, localisation, promotional tools, ongoing product innovation, and the ability to scale across multiple markets.
That’s where a specialist provider like Altenar delivers significant value. We’ve built the expertise, infrastructure, and regulatory knowledge that would take years for most operators to develop internally. Every new market presents unique requirements, and our platform is designed to help operators navigate those complexities while reducing time-to-market..
Perhaps most importantly, we don’t believe in a one-size-fits-all sportsbook. Operators need flexibility to differentiate their brand and create unique player experiences. Altenar provides a highly configurable platform that allows partners to tailor content, promotions, front-end experiences, and player journeys to suit their market and customer base.
You’ve just won Sportsbook Supplier of the Year at the SBC Americas Awards and secured AGLC approval for Alberta. What’s driving that momentum, and are there markets or partnerships that have exceeded expectations?
Diego Salas: The momentum we’ve seen is really the result of a long-term strategy centred around product excellence, regulatory expertise, and strong partnerships.
Awards such as Sportsbook Supplier of the Year are particularly meaningful because they reflect the work being done across the business – from product development and trading to customer support and market expansion.
At the same time, regulatory readiness has become one of the industry’s most important success factors. Securing AGLC approval ahead of Alberta’s regulated market launch demonstrates both the maturity of our platform and our ability to meet the rigorous standards required by leading regulators. It also positions our partners to move quickly as new opportunities emerge.
In terms of what’s driving growth, we’ve seen particularly strong momentum in regulated markets where operators are looking for a balance between a proven sportsbook platform and the flexibility to create a unique offering. Our ability to support partners across more than 50 regulated jurisdictions gives operators confidence that they can scale efficiently while remaining compliant
You launched a World Cup Lobby and Super Early Payout feature during the tournament. What do these look like in practice, and why do they matter at this scale?
Diego Salas: Major tournaments like the World Cup create huge spikes in player interest, but they also create a challenge for operators: how do you help players navigate hundreds of markets, matches, and promotions without overwhelming them?
That’s exactly why we launched the World Cup Lobby. From a player’s perspective, the World Cup Lobby acts as a dedicated tournament hub. Instead of searching across multiple sections of the sportsbook, players can instantly access all World Cup-related content in one place – matches, markets, promotions, boosted odds, and featured betting opportunities. The experience feels more intuitive, more immersive, and much easier to navigate during a fast-moving tournament.
Super Early Payout adds another layer of excitement. If a player’s team takes the lead, their bet can be settled as a winner before the final whistle. That creates those memorable moments where players can celebrate a winning bet earlier and stay engaged throughout the tournament, rather than simply waiting for the match to end.
Together, these features are designed to enhance the overall player journey. For operators, it’s another example of how we focus on delivering innovative tools that help our partners differentiate their offering, increase engagement, and make major sporting events even more compelling for their players.
You recently rolled out a significant product update — Player Tags, Bet Builder Bundles, Auto-generated Boost Campaigns. What was the thinking behind this wave of upgrades, and from a player’s side, how does the experience actually feel different?
Diego Salas: At the heart of every product decision we make is a simple goal: helping our partners stand out in increasingly competitive markets. Operators today need tools that create unique player experiences, drive engagement, and unlock new revenue opportunities.
While our new releases are distinct features, they all support that same objective. Player Tags give operators greater flexibility to personalise content and promotions for different audiences. Bet Builder Bundles create new ways for players to discover and engage with complex betting opportunities. Auto-generated Boost Campaigns dramatically reduce the time and effort required to launch compelling promotional experiences at scale.
From the player’s perspective, the experience feels more relevant, more engaging, and more dynamic. They see offers and content that better match their interests, they can discover exciting betting opportunities more easily, and they benefit from a sportsbook that feels fresh and responsive rather than static.
For operators, the real value is differentiation. These tools allow them to create experiences that are unique to their brand while also increasing efficiency behind the scenes.
You partnered with Logrand in June to push deeper into Latin America. LatAm is one of the most competitive and fast-moving regions in iGaming right now. What makes Altenar’s approach to that market different?
Diego Salas: Our strategy is to be the most compliant and culturally-relevant partner in all regulated markets and this is particularly important in Latin America, where there is so much potential for market growth. We have expanded our team in the region with local hires who can directly support operators navigating the region’s framework, and our compliance expertise can help reduce time to market.
What truly sets Altenar apart, however, is our philosophy of active partnership. We don’t just deliver a static, off-the-shelf product and walk away. Instead, We tailor our software to the precise operational and cultural nuances of each local market, ensuring our partners aren’t just launching, but are positioned to actively compete and lead. By combining global stability with this hyper-localized, hands-on support, we turn regulatory hurdles into a distinct competitive advantage for our operators.
Where does Altenar actually place its bets for the second half of 2026, and what should operators and players expect to see from you next?
Diego Salas: In 2026 we’re focused on becoming the ‘gold standard’ of sportsbook providers. We aim to be the number-one choice for operators of any size due to our platform’s reputation for customisation and stability, as well as our operational management. While many sportsbooks promise the same features, the support and flexibility of our teams sets us apart.
In terms of product, we will offer next-generation player engagement by using sophisticated machine learning to provide hyper-personalised, context-aware betting recommendations, which has been shown to dramatically increase both player retention rates and overall betting turnover.
With a background in digital media and a keen eye for emerging technologies, Ronaldo bridges the gap between players and platforms through clear, insightful reporting to the iGaming industry.
