Mexico has been a vital cog in LatAm’s crown, with Altenar establishing itself as a major player in the market. With growth continuing to climb in the territory, we caught up with Altenar’s Regional Director Americas, Hugo Llanos, to discuss his thoughts on the impact the current market is having and what it will look like over the next five years.
Talk us through Altenar’s presence on the Mexican market – what do you see as your key highlights in regard to bringing your partners commercial success?
We have been present in the market for a few years now and have enough experience to know how to do the proper risk management, and we know what our customers enjoy. In addition to that, we also believe we have the best tools to provide our partners with promotions and bonuses available to drive turnover.
What makes Altenar a key difference maker in Mexico – what do you see as your USPs vs. your competition?
I believe our bonus tool is probably one of the best around, even though the sportsbook is not necessarily known for its bonus management. However, it allows our partners to work with customisable promotions for their partners. Also, we are always open to new ideas and developments required by our clients in order to help them achieve their objectives.
Looking at the Mexican market as a whole – what do you see as the key characteristics of the market? What’s the share of online vs. retail and how are trends changing?
Football is very important for LatAm, as the sport is well liked across the region by fans of all demographics. There are also enough customers who have expressed an interest in US sport and this is important for the region as a whole. I also believe the average stake is a bit higher than in the rest of LatAm, which is an interesting point within itself. Online is definitely growing and should be closer to 70%, and as common as the rest of the region. It is a fascinating market with fascinating results and we will keep a close eye on this over the coming months.
How can Altenar support Mexican operators in changing player trends / particular sport preferences over the coming years? What do you have planned?
Any platform needs to stay updated and at Altenar, we are constantly working on the offer, trends and preferences. We understand this part of the business very well and work towards achieving this constant innovation. Our Bet Builder tool was introduced to our customers a while ago and we have also just released some new sports and new markets to combine, alongside unique functionalities in the sportsbook such as player props. This is an exciting time to be a part of Altenar in the region and we are confident we can be a huge player here in the years to come.
Last but not least – what’s your prediction for Mexico over the next five years – how much do you see the market changing?
I believe there will be more participants in the market and a good environment for the online industry to keep growing. LatAm, as a whole, is expanding and although Mexico is a more mature market than many others, the potential to extend our offering across the territory is exciting for us so we are looking forward to seeing how Mexico progresses over the new few years. I believe the changes will be very positive as the jurisdiction becomes more established.
