Innovative Sporsbooks Solutions, Emerging Markets and Industry Trends at ICE Barcelona 2025, by Diego Salas, Altenar

Altenar experience as an exhibitor at ICE Barcelona

“It was spectacular! Our first ICE Barcelona was a fantastic opportunity to showcase Altenar's cutting-edge sportsbook solution and all our innovation and releases for the year. The energy was awesome, and we connected with many potential partners,” Salas said.

Altenar enhanced innovations 

“We highlighted our enhanced sportsbook solution, focusing on our advanced risk management tools, like the trading manager, our comprehensive sports coverage (including esports and virtuals), with new additions to them and also some cool new functionalities like the boosted odds and bet cards, which allow operators to not only have exclusive content to drive more engagement but also allows influencers to share a bet card to bet on directly,” he added.

“We saw strong interest from emerging markets, particularly in LatAm and Africa, as well as established European operators looking for a competitive solution,” he said.


 

Trends for the games of chance industry 

“Those are big words and a big statement to say; I believe we will see trends towards mobile experiences, personalised betting, and the increasing importance of data to drive daily decisions, not only on the player front but within bookmakers’ teams.”

The impact of ICE Barcelona for the LATAM region

“ICE continues to be a big exhibition that helps to connect with the LatAm market. It reinforced the region's growing importance in the global gaming landscape.”

Regulatory landscape in Spain

Salas commented that the regulatory landscape in Spain still presents a challenge. “We address this by working closely with our local operators and our legal teams. This ensures full compliance while delivering a seamless and localised betting experience for our Spanish partners and their players. Flexibility and adaptability are key to navigating this market.”

Altenar upcoming shows

Next events for Altenar will be SBC Rio de Janeiro in Brazil and in March the firm will be present in Cape Town, New York and Buenos Aires.