Exploring Market Particularities: Insights from ALEA’s Alexandre Tomic

Balance and Objectives Achieved at SBC Summit 2026

SBC Lisbon is always an important date for Alea. “Many of our clients and partners from Europe, Latin America, and North America gather there, so we had to be there. This year we had several things to share. We presented our new sportsbook offering alongside FIRST.bet, Alea Jackpot, and the results of our sweepstakes study. It is a market that is growing very fast for us and gaining more weight in our GGR every month. Additionally, Alea won the Employer of the Year – Supplier award at the SBC Awards, a recognition that is especially important for me and the entire team. So we left Lisbon very satisfied,” Tomic said.

Strategic Alliances and Commercial Opportunities

“We had many conversations with operators and partners from our main markets, both with current clients and new contacts. We saw a lot of interest in Alea Jackpot and our new sportsbook offering with FIRST.bet. Those are two strong bets for us this year, and the response from operators has been very good. New projects and collaboration opportunities also emerged looking ahead to 2027, so we have quite a bit of work ahead of us,” he added.

The Weight of the European Market and New Providers Gaining Ground

“Europe is a mature and highly competitive market. Large traditional providers still hold a lot of weight, and operators are increasingly demanding. In North America, we are seeing a different dynamic, especially in sweepstakes. Our study, based on more than 28 months of Alea data, shows how newer providers are gaining ground against names that have dominated the industry for years. Understanding the particularities of each market is fundamental to making good decisions,” he commented when asked about the evolution of the sector's markets.

 

Operator Feedback and Key Lessons for the Industry

“Growth is always the priority of any operator, and that demands that we keep evolving. That is precisely why we are building the different verticals of the Alea ecosystem, expanding our activity far beyond game aggregation. iGaming is constantly changing. You have to understand where the industry is heading and adapt in time.”

Strategic Priorities and Key Markets for the Future

“Europe and Latin America remain key markets for Alea, and we are paying special attention to North America, where the sweepstakes segment is gaining increasing weight in our business. At the product level, this year we have greatly expanded our offer with Alea Jackpot and sportsbook. Looking ahead to 2027, we want to consolidate these new verticals and continue expanding our services,” Tomic concludes.