The iGaming software and sportsbook solutions provider, Altenar, announced a new deal, expanding further its European footprint. The company confirmed on Wednesday that via a deal with BetMarket, it expanded further its presence to the regulated gambling market in Bulgaria. The new deal marks an important achievement for Altenar as it continues to expand further into the region and reaches new audiences.

BetMarket is an operator with a rich history in Bulgaria. It was more than two decades ago, in 1997, when the company first launched its services. Although it initially offered slot games and bingo, it has since grown into the sports betting vertical as well. Now, BetMarket offers plenty of wagering options and a variety of betting markets for its players.

Currently, the operator is already live with leading products from Altenar such as virtual sports as well as player props markets. Thanks to the recent deal, the duo is expected to take their business relationship to even greater heights. At the same time, the iGaming collaboration creates new growth opportunities for Altenar, as well as BetMarket.

“Partnering with a truly established sportsbook and casino offering such as Altenar’s is a massive step forward for us.“

Hristo Markov, product manager at BetMarket

Hristo Markov, BetMarket’s product manager, acknowledged that the partnership with Altenar helps strengthen the company’s casino and sportsbook offering. Moreover, he pointed out that the collaboration represents a major achievement for BetMarket. Finally, Markov predicted that the deal will help boost BetMarket’s presence and deliver thrilling and engaging content for the company’s customers.

The Company Continues to Grow

Currently, Altenar has a presence in 13 different jurisdictions. The company holds certification from the MGA and the UKGC and is continuously growing the reach of its sportsbook products with new partners.

Last year, the company was recognized within the gambling sector after securing multiple awards. Altenar won prizes from the Baltic and Scandinavian Gaming Awards, as well as SBC Latin America, EGR Italy and the MiGEAs.

“We are delighted to have expanded our presence in Bulgaria as it is an exciting and vast market for us.“

Aggelos Stravelas, account manager at Altenar

Aggelos Stravelas, an account manager at Altenar, explained that the company is excited to boost its presence in the market in Bulgaria via the new deal. He acknowledged that the Balkan region holds significant potential. Finally, Stravelas pointed out that the deal with BetMarket will enable the company to continue growing along with the operator.

The battle between pro-skill games and anti-skill games groups in Kentucky continues. Pace-O-Matic, a Georgia-based developer of such products, teamed up with other industry bodies to file a lawsuit over House Bill 594, which would see vertical banned.

Skill games are a type of electronic terminals that offer real-money gaming. Despite their inherent similarities to slots, these machines have a skill element to them (thus the name), requiring players to react quickly and make the right decisions.

While many argue that skill games should not be put in the same category as slots, others believe that the concept is too similar and that skill games should be regulated like all other gambling terminals.

Currently, skill machines are somewhat of a gray area. Still, some want to ban them, as attested by House Bill 594. Introduced earlier this month, the measure would see skill games banned. Opponents of the vertical say that the proliferation of these machines, paired with their unregulated nature, is sure to lead to crime.

Unfortunately for the skill game industry, House Bill 594 was written into law. It will come into power 90 days from the conclusion of the General Assembly session, at which point venues offering skill games will face fines of up to $25,000 per device.

Despite the efforts to ban the machines, the skill game industry will not go down without a fight.

Pace-O-Matic Takes Matters to Court

Pace-O-Matic and several local venues that offer skill games joined forces in a lawsuit against the measure, which they believe is “unconstitutional.” Filed in Franklin Circuit Court yesterday, the lawsuit will see the provider and proponents of the vertical defend the legality of skill games in court.

Michael Barley, chief public affairs officer at Pace-O-Matic said that the industry is prepared to fight back against the unconstitutional ban. He argued that many local businesses rely on such games for income. Barley slammed the opponents of skill gaming, saying that they serve the horse racing industry’s interests and seek to monopolize entertainment in Kentucky.

Plaintiffs will try to block the measures outlined in House Bill 594, at least while the case is being heard.

Kentucky attorney general Daniel Cameron will serve as the defendant in this lawsuit and will try to ensure that the ban on skill games is not impeded. Skill games have been a controversial topic in several states for similar reasons as the ones listed above. However, banning the vertical has proven to be surprisingly hard.

Virginia, for example, introduced a law that bans skill-based machines. That law, however, was quickly squandered by an injunction issued by a local judge. Opponents of the machines could not get them banned in Pennsylvania either.

Ireland’s government is planning to restrict gambling advertising but the Labour Party wants to take things a step further and completely ban ads. Supporters of this measure argue that it will protect high-risk gamblers from problem gambling.

Senator Mark Wall spoke on behalf of the Labour Party, detailing the reasoning behind the proposed ban. He said that banning gambling ads is the right thing to do as it will not only protect vulnerable people but will also reduce the gambling content young people are exposed to.

The government’s new gambling control bill proposes the introduction of a ban on all gambling advertising between 5:30 am and 9 pm. However, Wall argued that people’s addiction does not go away after 9 pm.

Unfortunately for those experiencing gambling addiction, this does not go away after 9 pm. From the moment we get up in the morning to the moment we go to sleep at night, the gambling companies know they have us in their grip.

Mark Wall

Wall noted that it is difficult to pick up a smartphone or watch a YouTube video without being bombarded with ads. As a result, he believes that the government should “go the full way” and ban operators from advertising their products. He described the measure as “taking control back from the gambling companies.”

Ads Encourage Harm, Wall Says

According to Wall, the gambling industry has forced people to associate major sporting events with wagering. As a result, gambling harm rates continue to be a major problem which is further fueled by the constant stream of gambling ads.

These ads are pushing people to gamble and there are no controls in place to protect those who are vulnerable to addiction.

Mark Wall

Wall praised Belgium for opting to implement a full ban on gambling ads in July. He hopes that the Irish government will be just as brave and will do the right thing and rid people of gambling ads.

Wall noted that banning ads will help people struggling with addiction and will also help the younger generations to learn to enjoy sports, entertainment and politics without needing to gamble. The senator noted that a concerningly-high number of young people gamble. Research shows that 9.3% of the people aged 17-20 have taken part in online gambling and that 7.2% are regular gamblers.

The senator said that he is certain that the ads are pushing this behavior. He said that the levels of addiction demand serious action.

“We had this argument around the tobacco. Time is ticking. Let’s follow the Belgian lead and ban gambling ads in Ireland,” Wall concluded.

The Empire State has made it clear that it intends to continue taxing the sports betting vertical with the original 51% tax rate, which was welcomed with grumping approval when companies found out that they would be allowed on the country’s most populous state, and flog their sports betting products there, but is now the source of constant worries about sportsbooks’ long-term fortunes on the market.

Big Tax Is Here to Stay in New York

Many thought that the 51% tax, threatening as it was at the time, would eventually be reduced to a more amenable levy that would allow big players to score more on the market. This, though, is not likely to happen.

Speaking to PlayUSA, Assemblyman Gary Pretlow, one of the longest-standing proponents of regulated gambling in New York, told the publication that the tax rate is very unlikely to change. Pretlow himself has attempted to seek reason with fellow lawmakers and regulators and convince them that a lower rate would make more sense.

But his changing the tune means that the rate may indeed be not moving an inch. Pretlow spent the last decade fighting for regulated gambling in New York. He has been a friend of the poker, casino and sports betting industries and has seen the reason for pushing bills through.

Pretlow proved tireless, bringing and revisiting bills every year to pull these industries from the grips of the offshore industry and make sure that they contribute to the state instead. Of course, the 51% tax rate is not exactly sitting well with the sports businesses that operate in these conditions.

The state is naturally doing well, having collected close to $900 million from tax revenue. However, the sportsbooks that operate in the Empire State seem to be not doing so well. A report by the New York Post has said that sports betting operators have already lost $200 million in the state.

Handle to Contract, Lawmakers Won’t Budge Until Then

Many have reduced their bonuses and promotions and are trying to figure out a sustainable way to operate. One of the ideas that sportsbooks have is to offer slightly less favorable odds, which means that sports fans, especially those who have been around for a while, could seek their good fortunes elsewhere – this means either traveling to another state or worse, turning to offshore markets.

FanDuel’s Christian Genetski expects sports betting handle to begin dropping by 20% annually should the rate remain unchanged, having mostly to do with sportsbooks being unable to galvanize fans as they have nothing worthy to offer with mounting tax challenges, the executive told PlayUSA.

Big taxes are not the problem, the sportsbooks argue – it’s rather unsustainable tax rates that are the issue. Lawmaker intransigence can be remedied, but it might take time for officials to see that the industry is bringing in less money – for as long as it is going strong, legislators are unlikely to show immediate concern.

The Athletic reported that in a major shift in stance towards sports betting, NFL owners have voted to allow physical sportsbooks to operate on game days starting from the 2023 season, according to league sources. The vote occurred on Monday at the NFL owners’ meetings in Scottsdale, Arizona.

The NFL Goes All-In on Sports Betting with Seven Approved Outlets

Currently, only four teams operate sportsbooks at their stadiums, with the Washington Commanders being the only team with a sportsbook inside their stadium. The Arizona Cardinals, New York Giants, and Jets all have sites located outside their stadiums. The NFL had already announced its first sportsbook partnerships in April 2021, and now has seven outlets approved to operate sportsbooks.

While the move will certainly generate additional revenue for the teams, many bettors already use apps on their phones to place bets. The shift is therefore seen as more symbolic than a significant revenue booster. However, it marks a significant turning point in the relationship between the NFL and sports betting, particularly given the league’s previously conservative attitude towards gambling.

Despite the fact that Texas, Florida, and California have not yet legalized sports betting, the NFL’s continued embrace of the industry suggests it is only a matter of time before they do. The vote to allow physical sportsbooks at stadiums on game days is the latest sign of the NFL’s growing acceptance of legalized sports gambling.

The move comes as legal sports betting has expanded rapidly across the US, with 33 states now allowing legalized sports betting. The NFL’s new stance on sports betting has evolved to such an extent that the league now stages events in Las Vegas, including next year’s Super Bowl. 

NFL Teams to Pool Sportsbook Revenue After Hitting $20 Million Mark

Revenue from the sportsbooks will not be shared with other teams until a certain threshold is exceeded, believed to be around $20 million, after which it will be pooled with the other 31 clubs. Teams have traditionally shared local gate revenue, but not other non-national revenues, such as club sponsorships. 

Sportsbook revenues, on the other hand, are viewed within the NFL as a category that should be shared. However, as sportsbook revenue is not the same as gate receipts, a certain amount of revenue will be allowed to be kept by local teams before hitting a cap, with the remainder shared with the rest of the league. Revenue from sportsbook sponsorships, which many teams currently have, will not be shared.

The bill, pitched by Senate President Dominick Ruggiero, is looking to expand the scope of betting in the state and allow Rhode Island residents and visitors to bet on teams that are based on the state.

Betting on College Teams in RI Gains Momentum

This applies to collegiate teams that may soon be a viable betting option. Across the United States, there are different rules for college betting. Some states allow all forms of it, while others, such as Rhode Island, explicitly prohibit betting on college sports teams that are based in the state.

Rule differentiations also exist across jurisdictions – when these teams play in another state, a bet may be acceptable, but when playing at home – not really. The new legislative proposal seeks to do away with restrictions, however.

The Senate bill pitched by Ruggiero does come with a few conditions of its own, however. Notably, sports fans would be able to bet on Rhode Island collegiate teams when a competition involves at least four teams.

Should the bill clear the floor and be subsequently approved by all remaining legislators, it should allow sports fans to bet on pre-season invitationals and conference tournaments. Most importantly of all, though, the bill could make it possible for sports fans to bet on Rhode Island college teams competing in March Madness.

Of course, there is opposition. The main idea behind banning betting on in-state college teams is that some bettors are very likely to have more information about the team than the general public. However, Ruggiero believes that the nature of sports betting and the industry has shifted a lot.

Athletes are not going to sacrifice their status in the sports ecosystem and risk being involved in betting, Ruggiero believes. Furthermore, there are better safeguards today that train athletes how not to participate in match-fixing.

Not Just Sports Betting – iGaming Too

Ruggiero is not quite willing to draw the line at sports betting on college events, though, as the legislator is also looking into the possible legislation of online casinos, usually referred to as iGaming in industry parlor. Speaking to the media in February, Ruggiero said that the segment had become a big driver of revenue.

“I’m also looking at iGaming. I think that will be a substantial revenue generator down the line where people can stay at home and do everything similar to what they do on sports betting,” the senator said.

Yet, making a slight amendment to the existing sports betting infrastructure is child’s play compared to the Herculean efforts that would be needed to compel legislators to throw their support behind online casinos in the state.

High 5 Games, one of the largest independent providers of casino games, has announced a new agreement with the gambling giant DraftKings. Under the new agreement, the supplier will power DraftKings’ operations in Ontario with content.

As a result of the partnership between High 5 Games and DraftKings, players in Ontario will get to play a vast selection of feature-rich gambling games. Online casino enthusiasts in the Canadian province can now try games such as Triple Double Da Vinci Diamonds, Platinum Goddess, and The Green Machine Supreme.

In addition, Ontarian players will be some of the first to experience Goldstruck Blasts, High 5 Games’ latest hit. The fresh mining-themed game was released earlier this month and is sure to appeal to many gamblers in the province.

The Ontario-facing agreement will expand High 5 Games’ presence in North America while deepening the supplier’s relationship with DraftKings. The two companies have an existing relationship in several US states.

High 5 Games Feels Privileged to Work with DraftKings

Anthony Singer, the chief executive officer of High 5 Games, commented on the new agreement with DraftKings. He said that his team is “incredibly pleased” to expand its presence in more regulated markets whilst expanding the company’s agreement with the operator.

Singer added that High 5 Games is looking forward to supplying DraftKings with more games and providing its fans with exciting new experiences.

As we continue on this growth trajectory, we feel privileged to offer new and exciting gaming content to the DraftKings fanbase while meeting our shared mission of servicing all iGaming states across North America as well as Canada.

Anthony Singer, CEO, High 5 Games

High 5 Games and DraftKings continue to grow together and support each other’s success. This new joint expansion into new markets further outlines their commitment to providing best-in-class gambling content to players.

The partnership between DraftKings and High 5 Games is expected to grow further, with West Virginia likely being the next jurisdiction where the supplier will roll out its games. The two companies hope to reach every regulated state in the USA.

High 5 Games recently bolstered its presence in Pennsylvania, after successfully launching its games with Rush Street Interactive and BetMGM.

Meanwhile, DraftKings just unveiled a new office facility in Las Vegas, which the operator will leverage to expand its local presence. The 90,000-square-foot office is notably the company’s second-largest office in the US and features more than 130 dedicated sports trading desks.

Such an agreement marks a vital milestone in Betano’s quest to continue improving and stand above the competition. As its new global ambassador, Giannis Antetokounmpo will participate in continued promotional efforts, featuring prominently in the operator’s media campaigns. The Kaizen Gaming-owned brand’s continued growth and rising prominence across Europe, Latin, and North America make similar marketing campaigns vital to establishing brand recognition and driving engagement.

A Match Made in Heaven

Antetokounmpo, known as The Greek Freak, is a two-time NBA MVP and 2021 NBA Champion. The Milwaukee Bucks superstar shares more than a common heritage with Betano. He lauded the operator’s commitment to excellence, noting he only agreed to partnerships that he could connect with.

In Betano, I have found a great fit, not only in our shared passion for sports but also in our drive and dedication for continuous improvement.

Giannis Antetokounmpo

Antetokounmpo’s new position as brand ambassador will have him appear in branded content, participate in promotional events, and reach out to the Betano community through various outlets. Kaizen Gaming co-founder and CEO George Daskalakis congratulated the Milwaukee Bucks athlete on his achievements, calling the star the best choice for a global brand ambassador.

Giannis embodies all that we value at Kaizen Gaming, and that is hard work, commitment, continuous improvement, and above all, humility.

George Daskalakis, Kaizen Gaming co-founder and CEO

The CEO drew parallels to their mutual desire to reach new heights, becoming top players in their respective fields. Antetokounmpo and Kaizen also share a similar heritage, rising from humble beginnings to become household names. The operator began as a Greek startup, rising to become a global player, currently active in 12 countries in Europe, Latin, and North America.

Kaizen Continues to Make Strides Worldwide

Securing a sponsorship deal with such a high-profile internationally-recognized athlete marks a significant milestone in Betano’s global ambitions. The brand is a vital part of Kaizen Group’s efforts to consolidate its position in the market, spearheading its North American expansion efforts after a successful launch in Ontario, Canada.

Onboarding Antetokounmpo follows several other high-profile partnerships for Betano. The brand recently extended its deal with the Romanian Sports Motor Federation, sponsoring the recently renamed Betano National Rally Championship. Kaizen’s efforts to partner with clubs and leagues across Europe are already paying dividends, bolstering its brands’ appeal and allowing sports betting fans to engage with its content in new and exciting ways.

Founded by Jack Paul and Joey Levy, Betr is a gambling startup focused on micro-betting. Ever since 2022, when the company launched its first operations in the US, Betr has been focused on growing further and disrupting sports gambling. Now, in a recent interview, the company’s CEO, Joey Levy, spoke about the ambitious growth plans of Betr and how the company differentiates itself from the competition. Levy pointed out that Betr is currently focused on three main goals that help it differentiate itself from the competition:

• Lower to no customer acquisition costs (CAC)
• Strong engagement with the users
• Community driven vitality

Following those three pillars of growth, Levy predicted that the company can grow exponentially in the next 18 to 24 months. He did not rule out significant expansion via market shares but said that Betr is “deliberately not playing the market share game at this time.”

One of Betr’s goals is growth as a media company. The CEO explained that as a media company that delivers original and short-form content led by Jake Paul, Betr can differentiate itself from the competition. This is because unique content can bring benefits when it comes to player acquisition, as well as retention. This, in turn, can result in lower to no CAC.

How Can the Company Differentiate Itself from the Rest?

Levy said that Betr is aware that it cannot succeed by just being famous as “the Jake Paul sportsbook.” Instead, he identified that the company wants to accumulate its presence with the help of famous sports personas, just like Paul. To further elevate the experience for sports fans and bettors, Paul is also backed by development experts, explained Betr’s CEO.

When it comes to micro-betting, Levy acknowledged that it is what primarily differentiates Betr within the fast-growing betting vertical. According to him, micro-betting plays a key role in user engagement. Citing data, Levy said that more than 90% of the company’s users place multiple wagers. Moreover, he pointed out that while some bettors place small bets, there is a growing number of individuals that over time increase the size of their bets exponentially. Levy pointed out that half of the bettors from January came back and placed a wager in February.

Pointing to Ohio for example, Levy said that based on data, Betr has seen a 20% conversion of its media audience to real money gambling products in approximately two months. According to him, the conversion with the help of media can be further boosted. He said that those results are strong, considering that Betr holds less than 1% of the betting market and the company is still in the process of being developed.

Betr’s CEO explained that brand awareness is significantly important for any company. Yet, according to him, Betr plans to first establish brand affinity with its audience and then explore options for brand awareness. This, he said can be achieved via a product that differentiates from the competition and at the same time is easy to use. Levy spoke about the complex sports betting options offered by some operators that feature data and processes that are “uninterpretable” for inexperienced bettors.

Sports data specialist Sportradar, has unveiled the integration of its proprietary ad:s technology into the instant messaging app Snapchat. This move will see the creation of a new channel where sportsbooks can leverage Sportradar’s paid social media advertising service to acquire customers.

The integration of ad:s into Snapchat will allow Sportradar to connect operators with the app’s user base. Snapchat has 375 million daily users and more than 750 million monthly active users. The app sports robust age-targeting functions that will ensure that sports betting content is promoted only to appropriate audiences.

Snapchat’s popularity in the USA and Western Europe – two mature sports betting territories – makes it a valuable addition to the ad:s portfolio.

Ad:s is a paid social media advertising service that leverages AI to help iGaming and sports betting operators understand their audiences. It is equipped with all the measurement tools needed to optimize marketing performance in real-time. Most importantly, the solution allows for the creation of personalized marketing materials that leverage the latest sports fixtures and odds.

Ad:s is committed to only advertising to adult audiences and ensuring that only people of legal age see the ads. In addition, Sportradar also urges all of its clients to avoid targeting high-risk players.

The Integration Will Help Operators Connect with Fans

Ross Hartnett, the manager of real money gaming at Snapchat’s parent company, Snap Inc, said that his team is delighted to integrate Sportradar’s ad:s service into Snapchat. Hartnett noted that the current agreement will provide betting operators with the opportunity to “dynamically reach millions of sports fans of legal gambling age” and provide them with real-time game stats, odds and more.

By combining Sportradar’s industry expertise with Snapchat’s advertising products, we look forward to continuing to innovate unique user experiences for operators and Snapchatters.

Ross Hartnett, manager of real money gaming, Snap Inc

Spotradar’s global director of advertising sales, Florian Geheeb, also released a statement on the new partnership. He praised Snapchat’s popularity, noting that social media as a whole is a great tool for sportsbooks to find and engage new customers.

By integrating our industry-specific advertising solution into Snapchat, one of the world’s most consumed and strategically important social media platforms, Sportradar is unlocking a new channel to optimize the marketing performance of sportsbook operators.

Florian Geheeb, global director of advertising sales, Sportradar

In other news, Sportradar recently published the results of its Betting, Corruption and Match-fixing in 2022 survey. The company’s Sportradar Integrity Services unit reported that the number of suspicious matches has increased by 34%.