After only a few months of trial, multi-channel gambling operator Golden Palace decided to carry out Altenar’s sportsbook tech at 200 more terminals across Belgium.
Dinos Stranomitis, COO of Altenar said that the decision is evidence that the program has performed well in the select number of terminals originally deployed in Saint-Ghislain, Aubenge and Oostende across three locations.
Functionality of terminals
“Of course there have been many problems due to the pandemic as the venues have not always been open – and could not, therefore, generate massive volumes,” he said. “But Golden Palace is very happy with how the terminals are functioning.”
Competition with market leaders
The wider tech roll-out across Belgium would place Golden Palace in more direct competition with market leader Ladbrokes, a proven preference among the country’s retail sports bettors, powered by Altenar’s expertise in trading and risk management.
Stranomitis continued: “It’s good recognition for Altenar that Golden Palace, a land-based operator established as far back as 1960, believes that software from Altenar can help them compete in the retail sports betting market.
“We knew when we started working with Golden Palace on the online side five years ago that they had a strong land-based casino operation and some betting shops.
“It was always an opportunity that Altenar could provide the sportsbook to their terminals. The fact that Golden Palace chose Altenar for terminals is a sign that it works very well online.”
Online and retail
Regarding the difficulties in the COVID pandemic for the retail betting industry, he stressed: “The terminal business is huge, but of course the online and mobile side of things is growing faster. It might appear that the timing is not the best but there is huge potential.
“We believe that lots of companies want to provide the same extensive sports betting offering across online and retail, which is where the Altenar software comes in – an omnichannel system where one communicates with the other.”
Dual approach important for Golden Palace
For Golden Palace, this dual approach will be especially important as it aims to expand on its casino success with a more emphasis on sports, an additional product Stranomitis believes will provide higher revenues and a better chance of converting players to online.
He did, however, urge caution about the immediacy of any significant revenue effect. “This year we have to be modest about how much the terminals will produce,” he concluded. “The point is to be ready when everything goes back to normal.
“It is a step forward in our partnership with Golden Palace. They are well placed in Belgium with Dutch betting regulation coming in this summer and other neighbouring countries they are interested in entering, so there is massive potential for the partnership.”