Atlantic City Casino Leverages Altenar to Accelerate Sportsbook Growth in Peru

The partnership between Atlantic City Casino and Altenar, initiated in September 2020, enabled the Peruvian operator to align its digital sportsbook with its established retail reputation. This move delivered significant growth in both Gross Gaming Revenue (GGR) and turnover, with an 18% rise in turnover and a 59% increase in GGR from 2023 to 2025. The first half of 2026 saw turnover climb 43% year-on-year, illustrating the effectiveness of sportsbook technology in meeting evolving player demands in Peru's sports betting market.

Strategic Partnership: Atlantic City Casino and Altenar

Founded in 1996, Atlantic City Casino has become one of Peru’s most recognised gaming operators, particularly known for its flagship VIP venue in Lima. To address rising customer expectations and bridge the gap between their luxury casino and online sportsbook, the operator turned to Altenar in September 2020. Altenar was selected for the adaptability and quality of its sportsbook platform, crucial for bringing the online sports offering up to par with the casino’s strong brand.

"We needed a sportsbook that matched the quality and reliability our brand stands for. Altenar delivered on both fronts," an Atlantic City spokesperson said.

Sportsbook Modernisation and Market Positioning

Altenar worked with Atlantic City Casino to overhaul its sports betting presence online. The project delivered key improvements:

• Launch of a premium sportsbook providing a consistent brand experience
• Broad portfolio of sports and betting markets tailored to player interests
• Advanced back-office tools that improved operational efficiency
• Unified desktop and mobile betting experiences
• Scalable architecture to support long-term business expansion

This broad approach let the operator capture expanding market demand while preserving its high-end brand status both online and at its Lima property.

Betting Product Performance: Data from 2023–2026

The results were tangible. Comparing 2025 against 2023, the casino saw 18% growth in turnover and a 59% jump in GGR, indicating that the sportsbook upgrade converted directly to improved bottom-line results. Growth remained strong: the first half of 2026 saw a further 43% year-on-year turnover boost versus the same period in 2025.

Football continues to dominate player interest, making up 69.21% of total turnover in early 2026. Tennis (12.41%) and basketball (10.29%) followed, showing both the depth of Altenar’s sports offering and a balanced appeal to Peruvian punters. This distribution illustrates how localising the sportsbook—supporting both global events and domestic football—fuels player engagement.

Sportsbook Technology: Delivering Competitive Advantage

Altenar’s platform equipped Atlantic City Casino with back-office tools designed to streamline management and enhance reporting capabilities. The reliance on scalable infrastructure means the operator can support increasing numbers of concurrent bets and events without service interruption. Multi-channel consistency also enables customers to move between retail and online channels seamlessly, a key differentiator as more Peruvian bettors expect integrated experiences.

Lessons for Peru's Sports Betting Market

Atlantic City Casino’s experience offers a model for how Peruvian operators can elevate bookmaker products through strategic technology partnerships. The case supports the idea that premium positioning is achievable in a regulated market when the online sportsbook matches the retail offering in quality and scale. For suppliers, the results confirm demand for highly localised market coverage, robust platform resilience, and tools that support operational control.

"The sustained growth in both turnover and GGR shows the impact of focusing on scalable sportsbook technology in a rapidly evolving market," Altenar’s team stated.

For further insights into regional competition, regulatory conditions, and technology adoption, operators can reference the regulation and b2b sections for broader industry context.