Altenar, a provider of software and services for the betting market, has launched a new feature for its business partners. These are sportsbook widgets with a new content solution aimed at the player.
In a recent interview with SBC Notícias, CEO Stanislav Silin presented all the details of this new element that is already available to the sector.
“We wanted to extrapolate that idea to other parts of the content and build a complete set of widgets. So far, we have created four or five different widgets and launched with two customers ”, revealed the CEO of Altenar.
Altenar stands out for developing numerous product offerings for a series of fully manageable betting platforms. The company also provides proven stability along with flexible and personalized service, as well as premium quality data feeds.
Check out the interview with Stanislav Silin, the CEO of Altenar
SBC: You launched a new product addition for Altenar – sportsbook widgets; Can you tell us more about it?
Stanislav Silin: The idea started from discussions with Trustly, which wanted to bring the In-banner Pay N Play idea to the Swedish market.
This is a special form of widget that extends bets outside where sports bets are posted and offers gambling content to the player even before he becomes your player.
We wanted to extrapolate that idea to other parts of the content and build a complete set of widgets. So far, we’ve created four or five different widgets and launched with two customers. We are receiving some comments on the technological adjustment that requires us to make some changes to promote the product.
We are probably not the first to do it, but we do it because customers want it, we believe it works and it is a good technological evolution for our own architecture.
SBC: So, is this something that you develop for your customers, who can offer this to their own betting affiliates?
Stanislav Silin: It can be for affiliates if they want to package it as a banner, but it can also be for cross-selling areas on their own websites.
Most of our customers not only offer sports betting, they also have a casino. So, for example, you can take a pure casino player and convert them into a sports betting player, offering something that a casino player would understand, but within the casino pages of your website.
And that is exactly what the two customers are doing so far, but for more than two sites, by the way. They are offering the event widget, highlights, upcoming matches – there are different types and we plan to expand this offer.
SBC: Is the design of these widgets fixed or can the appearance be modified?
Stanislav Silin: The operator has the ability to manipulate the widget. So it’s not just about providing a smaller portion of Altenar’s sports betting client, there’s also the option to customize a little more with your own development resources. This gives them additional flexibility.
If our widgets need to support different layouts that cannot be achieved through pure style manipulation, this is where we have to collect this feedback from operators. It is a product that needs to evolve – it will not be a single delivery and everyone will use it.
SBC: Why is the concept so attractive to operators?
Stanislav Silin: The idea of separating sports betting content and offering it as stand-alone widgets is attractive because it allows the operator to mix sports content with other content and attract audiences in different ways, in which they did not have the tools for it before .
SBC: What kind of customer do you expect you to like this?
Stanislav Silin: There will be customers who want to design the customer experience in ways that they may want to control the way sports betting content is presented in a very granular way. But if they start putting it together on their side with the data APIs, it will be a more laborious and complicated way to support it.
Stanislav Silin: There will be customers who want to design the customer experience in ways that they may want to control the way sports betting content is presented in a very granular way. But if they start putting it together on their side with the data APIs, it will be a more laborious and complicated way to support it.
If the operator has to build it on his side, just using our data APIs, this becomes a serious task. Why don’t we avoid this by giving the operator what he wants in terms of personalization capabilities? All finished parts can be customized according to your needs.
SBC: And finally, is it possible – or even desirable – to build the entire sports betting experience through these widgets?
Stanislav Silin: If we have a complete set of widgets that constitute a complete betting service, only then will it be possible for the operator to build the entire user experience using only widgets, because that way they make the whole journey for the bettor. We don’t have all the elements of the widgets yet, but it is a potentially desirable result.
