Alejandro Cazorla: “We aim to position Altenar as the secure, future-proof partner”

Alejandro Cazorla, Senior Sales Manager at Altenar, spoke to Focus Gaming News about the company’s plans at SiGMA Central Europe.

Exclusive interview.- Altenar has established itself as a leading sportsbook and igaming software provider, specialising in delivering highly flexible and stable solutions for regulated markets worldwide. The company is renowned for its technology-driven approach, offering operators a fully-managed platform that combines market-localised innovation with the agility required to navigate Europe’s complex and fragmented regulatory landscape.

Focus Gaming News sat down for an exclusive interview with Alejandro Cazorla, senior sales manager at Altenar, to discuss the company’s strategy and vision. In this conversation, Cazorla outlines Altenar’s primary objectives for SiGMA Central Europe, defines the company’s value proposition for European operators, and explains how its modular architecture ensures seamless adaptation across multiple jurisdictions. He also provides a glimpse into the future, detailing the key technological innovations, such as AI-driven personalisation, that will shape Altenar’s focus for 2026.

What are Altenar’s main objectives for this year’s participation at SiGMA Central Europe?

Our primary goal at SiGMA Central Europe, especially being in the heart of Rome, is two-fold: first, we want to showcase our market-localised innovation, highlighting features like enhanced Bet Builder and our bespoke UX layouts that are proven to boost player engagement. Secondly, we are there to target strategic partnerships, be they newcomers looking to launch a sportsbook, or established brands seeking a more flexible platform to confidently grow into new territories. Fundamentally, we aim to position Altenar as the secure, future-proof partner.

If you had to define Altenar’s unique value for a European operator in 2025, what would your elevator pitch be?

The way we see it, Altenar is much more than just a software provider; we are the engine powering regulatory agility and player-centric customisation across Europe. For an operator in 2025, our unique value proposition is the ability to deliver a sophisticated, performance-driven betting experience that is already pre-fitted for over 25 regulated markets. This means you get a powerful, fully-managed solution complete with the necessary local features and compliance guardrails needed to excel, whether you’re operating in Italy, Germany, or the Nordics. Ultimately, this partnership model allows you to remove platform headaches and compliance worries, so you can focus 100 per cent of your resources on what truly drives growth: marketing and player acquisition.

Which country-specific lessons (tax, limits, UX, regulatory challenges) has the company embedded into its strategy over the past year?

Over the past year, we’ve actively embedded lessons from the fragmented European regulatory landscape to ensure our platform is truly localised. This means we’ve implemented a granular, real-time risk management system to track and enforce highly specific player limits. We’ve also deeply integrated an understanding of local betting culture, for instance, by designing custom UX for southern Europe that is both information-rich and straightforward, improving regional player comfort and conversion. 

“Over the past year, we’ve actively embedded lessons from the fragmented European regulatory landscape to ensure our platform is truly localised.”

Alejandro Cazorla, Senior Sales Manager at Altenar.

Regulation is becoming more fragmented across Europe. How do you ensure agility in adapting your products to multiple jurisdictions simultaneously without creating complexity for operators?

Our agility in the face of fragmented European regulation is built right into our core architecture. We rely on a modular API framework that allows us to treat region-specific requirements as independent components, meaning we can update them without disrupting the core betting engine. To round it off, our widget-based front end gives operators the power to instantly adjust content, promotions, and responsible gambling messaging to ensure local compliance and relevance without any extensive development cycles.

As we approach 2026, what are the key technological or product innovations that Altenar will be focusing on to drive value for its partners?

Heading into next year, our innovation focus is centred on leveraging automation and data to enable hyper-personalised and seamless partner value. This includes implementing advanced AI-driven player personalisation that moves beyond simple segmentation to offer truly individualised bonus structures and odds recommendations in real time. 

Alejandro Cazorla, Senior Sales Manager at Altenar, spoke to Focus Gaming News about the company’s plans at SiGMA Central Europe. Exclusive interview.- Altenar has established itself as a leading sportsbook…