Altenar Debunks the Biggest Myths About Adding a Sportsbook

Sportsbook as a strategic opportunity

For many casino operators, launching a sportsbook remains part of their long-term growth strategy. However, concerns over implementation costs, operational complexity and profitability often prevent them from taking the next step.

According to Altenar’s experience, these assumptions do not necessarily reflect the current sportsbook landscape. As player expectations evolve, sports betting and casino are increasingly viewed as complementary verticals, with multi-product players potentially delivering higher lifetime value.

By combining both offerings, operators can create additional acquisition and retention opportunities while encouraging customers to engage across multiple products.

Myth #1: Launching a sportsbook is too complex

One of the most common misconceptions is that introducing a sportsbook requires large development teams, lengthy integration projects and extensive in-house expertise.

In practice, the complexity can be significantly reduced by partnering with an experienced sportsbook provider.

Modern solutions can include managed trading services, risk management, business support and 24/7 operational assistance. This allows casino operators to rely on external expertise while focusing their internal resources on customer acquisition, retention and overall business growth.

Myth #2: Sports betting is a lower-margin product

Another widespread assumption is that sportsbook inherently generates lower margins than casino.

However, Altenar points to the growing importance of higher-margin betting products, including Same Game Parlays and player props, which can provide additional revenue opportunities.

The value of sportsbook also extends beyond betting revenue. Major sporting events give players recurring reasons to return to an operator's platform, creating additional opportunities to engage them with casino products.

Rather than competing with casino, sportsbook can therefore function as a complementary revenue stream that increases activity across the wider gaming ecosystem.

Myth #3: Sportsbook ROI is uncertain

Return on investment remains one of the biggest concerns for casino operators considering a sportsbook launch.

While results vary according to market, product and execution, Altenar argues that the value of sportsbook should not be measured solely through direct betting revenue.

Sports betting can contribute to retention, customer lifetime value and cross-selling, while the sporting calendar provides regular engagement opportunities.

Major tournaments, weekend fixtures and live sporting events can all create new touchpoints through which operators can reconnect with existing customers and encourage activity across both sportsbook and casino.

L&L Europe: Altenar's sportsbook case study

The experience of UK operator L&L Europe provides an example of how sportsbook can complement an established casino business.

After almost a decade focused exclusively on online casino, L&L Europe had grown to more than 2 million players across seven brands, including AllBritishCasino, PubCasino and QuickBet.

In 2022, the operator partnered with Altenar to introduce sportsbook as an extension of its existing entertainment offering.

The solution was designed to support multiple brands and included front-end widgets, promotional tools, localised sports content, regulatory compliance and ongoing trading and risk management support.

Sportsbook drives wider growth

According to the case study, the results demonstrated the potential impact of combining the two verticals.

Between 2023 and 2026, sportsbook users increased fourfold during the first year before tripling again over the following period, while monthly sportsbook GGR grew by 312%.

The sportsbook operation subsequently became a driver of broader business growth, supporting player retention and creating additional cross-selling opportunities across L&L Europe's portfolio.

Altenar: sportsbook as part of the wider player journey

Charlie Williams, Commercial Director at Altenar, said that operators should not view sportsbook and casino as entirely separate businesses.

“We still hear operators describe sportsbook as if it's a completely separate business that competes with casino. In reality, the strongest results come when both products are designed to complement each other through optimised player journeys.”

Williams added that sports betting can provide recurring engagement opportunities when supported by the appropriate technology, personalisation and operational expertise.

“Sport creates recurring moments of engagement. If those moments are supported by the right technology, personalisation and operational expertise, sportsbook becomes much more than an additional vertical – it becomes a driver of reduced acquisition costs, higher retention through cross-selling, and increased long-term player value.”

From additional product to growth driver

As competition intensifies across regulated markets, operators are increasingly focusing on retention and lifetime value alongside acquisition.

From this perspective, Altenar positions sportsbook not simply as an additional product, but as a potential strategic component of a broader gaming ecosystem—one that can connect sports betting and casino, generate recurring engagement and create new opportunities to increase player value.