Online lottery betting operator Lottoland is to launch a new sportsbook product in the UK via a partnership with sports betting software and services provider Altenar.
Under the arrangement, Altenar will provide Lottoland with a fully managed sports betting platform, allowing customers to bet on sporting events around the world.
Altenar also serves as Lottoland’s sportsbook partner in the 10 other territories.
The new sportsbook will run alongside Lottoland’s UK-facing multi-product platform that also includes lottery betting, instant win games, scratchcards, casino and bingo.
“Our customers are at the heart of what we do, and for that reason we are very pleased to be providing a one stop shop for lottery betting, gaming and sports,” Lottoland chief executive Nigel Birrell said.
“Continuing to partner with Altenar means that we can truly focus on customer experience, with competitive pricing, ease of use, market variety and a frictionless user journeys all being incorporated into..