Amplifying horse racing: An inside look at how Altenar is diversifying its platform in partnership with SIS

Industry heavyweights SIS and Altenar are both well-respected suppliers in the industry, known for delivering memorable sports betting experiences. After penning a new deal to boost its horse racing offering, Antonis Karakousis, Director of Operations at Altenar, is joined by Andy Kelly, Head of Commercial Partnerships at SIS to discuss the huge benefits in play.

How did the partnership come about?

Andy Kelly: One of the biggest goals for SIS this year is continued geographic expansion. Having signed a host of international deals, we are looking to enhance our reach, a key strategy to support this ambition is to partner with leading platform providers that have big networks worldwide. Altenar has an impressive client base and being able to collaborate will only serve to benefit both brands. Our extensive product range appeals to operators in search of added value, with 24/7 betting content to drive new operator revenue streams across racing, competitive gaming (esports), and live number draws.

We have hit the ground running with Altenar, with our teams demonstrating a willingness to cooperate and implement strategies in providing products to operators efficiently, with no disruption to existing offerings.

Antonis Karakousis: The collaboration with SIS is a significant milestone for us.. The decision to add a racing provider to our in-house sportsbook stemmed from our commitment to offering a diverse and engaging sports betting experience to the users. Recognising the popularity and global appeal of racing products, we sought a reputable partner who could deliver high-quality content and a seamless integration process.

What excites you the most about the partnership?

Karakousis: The breadth of SIS’ offering, including its extensive portfolio of horse racing services, real-time data, and streaming solutions, aligns seamlessly with our commitment to providing diverse and engaging content to users. We look forward to the positive impact this partnership will have on our platform and the satisfaction it will bring to our operators.

Kelly: Our partnership with Altenar provides us with the opportunity to offer the full SIS product range to a host of new operators across the world through a single integration. The deal means we can get more eyes on our products. We are launching with over 74,000 racing events every year, with our range of live fixed odds numbers draws to follow, with Competitive Gaming events-based sports simulation product completing the product offering. It’s about providing Altenar with a range of premium, highly engaging content that creates fresh revenue opportunities around the clock, through exciting short-form events.

It has been great to see both sides sharing insights to ensure smooth and seamless processes in delivering content to a wide range of operators.

How has the integration worked so far?

Kelly: The integration process has all been smooth so far, aided by the experienced and very capable technical teams on both sides. Together we will be able to offer bettors more round-the-clock opportunities across the product range, initially starting with our live racing content. Having worked with platform providers in the past, we are confident that we can continue to get our products to market through Altenar quickly and seamlessly.

Karakousis: Working closely with the SIS team, our technical experts have engaged in a concerted effort to ensure a smooth incorporation of their products into the Altenar sportsbook. We are pleased to share that the integration has exceeded our expectations on several fronts.

Are there any more products in the pipeline?

Karakousis: Our collaboration with SIS goes beyond the launch of the horse racing product. We have exciting plans in the pipeline, with both greyhound racing and lottery games set to be introduced in the near future. There is no doubt that SIS’ product base is one of the most respected  in the industry and has elevated our offering to a wider audience. Additionally, as 2024 progresses, we expect the horse racing product to expand further, bolstering odds on some of the world’s premier race meetings.

Kelly: We are constantly looking at enhancing our existing product range to serve the evolving needs of operators. This has previously been demonstrated by our expanded range of live fixed odds numbers draws, with high-frequency Fast 15’s designed to keep bettors engaged with a new draw every three minutes.

We will also continue to grow our live racing content offering across the world. We have the rights to some of the biggest and most prestigious international races in the world including all contests at Saudi Cup and the Dubai World Cup, to name a couple. Having rolled out fixed-odds betting in Colorado with bet365 recently, we are hopeful that other US states will follow suit.

There is also the possibility of adding a wider array of sports simulations to our SIS Competitive Gaming offering to ensure localised appeal.

How do you foresee 2024 going in terms of this partnership?

Kelly: We believe the rest of the year will bring mutual success and growth for both SIS and Altenar. We are already seeing the positive impact of our partnership, with collaborations across multiple departments, working together cohesively to meet the challenges of the market together by delivering a product range that engages bettors and provides additional revenues for operators globally. With our combined efforts this is certainly achievable.

Karakousis: As we look ahead to the rest of the year, we are highly optimistic about the trajectory of our partnership with SIS and the impact it will have on the Altenar sportsbook. The collaboration has already laid a strong foundation with the successful launch of the horse racing product, and we anticipate several key developments and milestones in the coming year.