The Launch
Altenar, a B2B sportsbook technology provider, has announced the successful launch of its sportsbook platform with AdmiralCasino.co.uk — the UK-facing online betting brand operated by Greentube Alderney Limited. The launch represents the first operational milestone of the partnership between Altenar and Greentube, a subsidiary of Novomatic, one of the world's largest gaming technology companies.
AdmiralCasino.co.uk previously focused primarily on casino games, but the Altenar integration adds a full sportsbook capability to the platform. This gives Admiral Casino's UK players access to pre-match and live sports betting alongside the existing casino offering — creating a more comprehensive gambling product that can compete with established UK operators offering both verticals.
- First operational milestone of the Altenar-Greentube partnership
- Market — regulated UK
- Product — pre-match and live betting now available alongside casino
- Operator — Greentube Alderney Limited, a Novomatic subsidiary
Platform Capabilities
The Altenar sportsbook integration brings a comprehensive set of betting features to AdmiralCasino.co.uk:
- Pre-match and live betting — comprehensive coverage across multiple sports and leagues
- Risk management — advanced capabilities for managing exposure across markets and events
- Promotional tools — built-in features for free bets, boosted odds, and accumulator insurance
- Flexible front-end — customisable interface that can be tailored to match Admiral Casino's brand identity
- Bet builder — players can create custom bets by combining multiple selections within a single event
- Cash-out — partial and full cash-out options for in-play bets
The flexibility of Altenar's front-end is particularly important for a brand like Admiral Casino, which has an established visual identity in the UK market. The ability to customise the sportsbook interface ensures that the betting experience feels integrated with the existing casino product rather than a bolt-on addition.
The UK Market Challenge
The UK is one of the world's most competitive and mature online gambling markets. Hundreds of licensed operators compete for a relatively saturated player base, and the market is dominated by well-established brands with deep marketing budgets and loyal customer bases.
Charlie Williams, Commercial Director at Altenar, said: "The UK remains one of the most competitive and demanding regulated markets in the world. Successfully launching with AdmiralCasino.co.uk demonstrates the robustness and flexibility of our sportsbook technology."
The challenges of entering the UK market include:
- UKGC compliance — the UK Gambling Commission imposes stringent requirements on operators, including rigorous KYC, AML, and responsible gambling obligations
- Established competition — major brands like bet365, William Hill, Ladbrokes, and Paddy Power dominate market share
- Marketing costs — customer acquisition costs in the UK are among the highest in the world
- Regulatory scrutiny — the UKGC is one of the most active regulators globally, with a track record of imposing significant fines for compliance failures
- Tax burden — the UK's Remote Gaming Duty was doubled to 40% in April 2026, putting pressure on operator margins
The Greentube-Novomatic Connection
Greentube Alderney Limited is the online gaming division of Novomatic, the Austrian gaming technology giant. Novomatic is one of the world's largest manufacturers of gaming machines and casino equipment, with a presence in land-based casinos across Europe and beyond.
The Admiral Casino brand has a long history in European gambling, with land-based gaming venues in multiple countries. The online brand, AdmiralCasino.co.uk, extends this heritage into the UK's regulated digital market. By adding sportsbook capability through Altenar, Greentube is positioning Admiral Casino as a full-service online gambling destination rather than a casino-only product.
This is a strategic shift. In the UK market, operators that offer both casino and sports betting tend to perform better than those that offer only one vertical. Sports betting drives customer acquisition — particularly during major sporting events — while casino games drive retention and average revenue per user. By combining both verticals, Admiral Casino can compete more effectively for the full share of wallet of UK players.
The B2B Sportsbook Market
The Altenar-Admiral Casino launch also highlights the growing importance of the B2B sportsbook technology market. Not every operator can afford to build a proprietary sportsbook — the development costs, data feeds, risk management systems, and trading expertise required are substantial. B2B providers like Altenar offer a turnkey solution that allows operators to add sports betting to their platform without building the technology from scratch.
The B2B sportsbook market is highly competitive, with several major players:
- Altenar — flexible, customisable platform with strong presence in emerging markets
- Kambi — one of the largest B2B providers, powering numerous major operators
- EveryMatrix — modular platform with sportsbook, casino, and payment components
- SBTech — now part of DraftKings after a combination
- DATA.BET — focused on virtual sports and emerging markets
The choice of B2B provider is a strategic decision that affects an operator's product quality, cost structure, and competitive positioning. Altenar's flexibility and customisation capabilities appear to have been key factors in Greentube's decision.
Regulatory Compliance and Player Protection
Sportsbook integration on the regulated UK market requires strict adherence to UKGC requirements. The Altenar platform must support all mandatory responsible gambling features, including deposit limits, time-outs, self-exclusion, and reality checks. It must also integrate with GAMSTOP, the UK's national self-exclusion scheme.
Platforms that operate successfully in the UK must meet these stringent standards. https://spinpanda.co.uk/ also aligns with UK regulatory requirements, offering players sportsbook and casino products with licensing guarantees, verified games, and protection mechanisms. The UKGC's requirements set a high bar — but they also create a level playing field where operators compete on product quality rather than on which can cut the most compliance corners.
Source: G&M News