Wildz Group chose Altenar in 2024 to add sportsbook and scaled monthly volume
Tailored implementation preserved casino UX while multiplying acquisition and activity
Key Takeaways
- Wildz Group selected Altenar in 2024 to add a customised sportsbook alongside its casino offering.
- The operation sustained monthly betting volumes of several million euros and sportsbook margins in double digits.
- Unique Active Players rose by more than 100% in two months and new customer acquisition increased about 150% month on month.
- The implementation included Custom Bet of the Day, Bet Builder, cash-out, daily streaming, bet boosts and regional trading for Nordic markets.
Wildz Group contracted Altenar in 2024 to integrate a customised sportsbook alongside its casino offering, and the operation recorded sustained monthly betting volumes of several million euros, sportsbook margins in double digits and activity spikes that doubled active users within two months. The implementation prioritised preserving the existing casino experience while adding specific features to attract and reactivate players.
How Altenar adapted the product to a casino-first model
Altenar delivered Wildz Group a configured sportsbook solution rather than a standard integration. The product included features designed to fit the brand strategy and player behaviour:
Custom Bet of the Day, a distinctive feature aligned with Wildz’s proposition.
Bet Builder and cash-out as additional interaction channels for sports betting.
Daily streaming and personalised bet boosts to support acquisition, engagement and reactivation.
Dedicated regional trading specialists for the Nordic market to tune markets, sports and competition calendars.
The implementation followed a structured onboarding process by Altenar that enabled the introduction of the new vertical without sacrificing the existing casino experience.
Quantitative results after launch
Wildz recorded clear operating results after the sportsbook went live with Altenar. The operation maintained monthly betting volumes of several million euros month to month. Sportsbook margins consistently reached double-digit levels. During peak sports activity periods, Unique Active Players increased by more than 100% over a two-month interval, and new customer acquisition jumped by around 150% month on month.
"This experience highlights the value of flexibility when expanding beyond the casino," said Mitchell Harrison, Sales Director at Altenar.
Harrison’s quote underlines that the project’s intent was to build an offering that supported Wildz’s brand, audience and growth plans.
Implications for casino-first operators
Wildz’s experience shows a sportsbook can be added without diluting the casino proposition provided the integration is configurable in product, promotions and market coverage. The ability to customise from the wagering interface to incentives and match-day experience allowed Wildz to capitalise on high-traffic moments without deploying a generic product.
Operators seeking to replicate this approach should consider three key elements: product customisation, regional trading intelligence and a structured onboarding process that minimises impact on the casino experience.
Services and supports cited
Altenar provided product, regional trading and an integration plan that combined technical features (Bet Builder, cash-out, streaming) and promotional mechanics (bet boosts, Custom Bet of the Day). Wildz Group used that combination to drive acquisition and reactivation during strategic sports windows.
Gonzalo Marín, Corresponsal de operaciones del sector, contacted sources at both companies to verify the figures and timelines cited in this text.
Frequently Asked Questions
What operating results did Wildz achieve after integrating Altenar’s sportsbook in 2024?
Wildz sustained monthly betting volumes of several million euros and consistently recorded sportsbook margins in double digits. Unique Active Players grew by over 100% in two months and new customer acquisition rose about 150% month on month.
Which features were included in the Altenar sportsbook implementation?
The integration incorporated Custom Bet of the Day, Bet Builder, cash-out, daily streaming, personalised bet boosts and regional trading specialists for the Nordic market. These features were designed to support acquisition, engagement and reactivation.
How did Altenar onboard the sportsbook without affecting the casino experience?
Altenar applied a structured onboarding process and delivered a configured, customised solution instead of a standard product, which allowed Wildz to preserve its casino experience while adding tailored sportsbook functionality.
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About the author
Gonzalo Marín
Industry Deals Correspondent
Gonzalo Marín covers the corporate deal flow of gambling — operator strategy, M&A, regulated-market entries, and product launches. The reports open with the transaction, cite companies, valuations, and jurisdictions exactly as released, and keep the announcement apart from its actual effect. When a Latin American operator raises capital or a European brand lands in the region, Gonzalo Marín reports who signs, for how much, and on what terms.
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