Altenar helped Wildz Group grow its sports betting

Altenar's work with Wildz Group shows how a flexible sports betting product can support growth without damaging an existing brand. Wildz decided in 2024 to expand its business, built on casino games, into sports betting. The company's main challenge was to add a new category while preserving the player experience that defines its brand.

Wildz chose Altenar as its provider. The rollout was based on a product shaped to the company's strategy rather than a ready-made package. The product included a brand-specific feature called Special Day's Bet, a Bet Builder, partial cash out, daily live streams and personalised odds boosts. These tools were used to win new customers, win back inactive players and increase interest among existing users.

Experts specialising in the Nordic market helped adapt the offer to local preferences and sporting events. Altenar's structured launch process also made the transition manageable. As a result, Wildz was able to introduce the new category while keeping its casino experience.

The company's betting volume reached several million euros each month, and margins in sports betting rose into double-digit figures. Player numbers grew by more than 100 percent within two months, and new customer acquisition rose by roughly 150 percent compared with the previous month.

Altenar Sales Director Mitchell Harrison said casino-focused operators need to combine customisation, local market knowledge and a stable technical infrastructure. The company argued that sports betting is not just a new revenue stream but should be built on the existing brand and audience.