How Golden Palace is extending its retail sports betting reach through Altenar

Multi-channel gambling operator Golden Palace has chosen to roll out sportsbook software from Altenar in 200 more terminals across Belgium after just a few months of testing.

This decision, said Altenar COO Dinos Stranomitis, is proof that the software has worked well in the select number of terminals it was originally deployed for across three locations in Saint-Ghislain, Aubenge and Oostende.

“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.”

The wider software roll-out across Belgium will put Golden Palace – driven by Altenar’s expertise in trading and risk management – in more direct competition with market leader Ladbrokes, an established favourite among the country’s retail sports bettors.

“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,” continued Stranomitis. “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.”

Reflecting on the difficulties for the retail betting industry amid the COVID pandemic, 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.”

This dual approach will be particularly important to Golden Palace, as it looks to build upon its casino success with more of a focus on sports – an extra product Stranomitis believes will provide increased revenues and a better chance of converting players to online.

However, he did urge caution on the immediacy of any big impact on revenues. “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.”