Altenar unveils major sportsbook upgrade focused on personalisation and automation

Altenar has launched new sportsbook product updates aimed at improving personalisation, campaign automation, and betting flexibility for operators and players.

The release expands Bet Builder capabilities, enhances promotional automation, and adds tools designed to deliver more tailored sportsbook experiences across different player segments.

A key addition is Player Tags, which allows operators to segment audiences more effectively for campaign management. Tags can be created, edited, and assigned in bulk, and when used with Bet Cards and Boosted Odds, they help deliver more relevant promotions and betting content to specific player groups.

The update also brings significant enhancements to betting markets and Bet Builder functionality. Expanded Basketball Bet Builder markets now include additional pre-match selections such as player blocks, steals, double-doubles, triple-doubles, and highest-scoring quarter outcomes, increasing both variety and personalisation.

Bet Builder Direct Calculation has also been introduced, allowing players to combine compatible selections directly within market groups without switching to a dedicated Bet Builder view, resulting in a faster and more seamless betting flow. In addition, Bet Builder Bundles offer structured betting paths that group related selections together, improving usability and helping players build more guided and engaging bets.

On the automation side, Altenar has introduced Auto-generated Boost Campaigns, which allow promotional boosts to be created automatically using predefined rules and pick logic, significantly reducing manual setup time and speeding up campaign delivery. The company has also enhanced its Popular Bet Builders and Bet Cards Automation through integration with Altenar Intelligence Services (AIS), ensuring promotional content and sportsbook recommendations are continuously refreshed and more relevant to player activity.

Further platform improvements include a redesigned Sport Lobby structure that introduces configurable category groupings and improves event discoverability across sportsbook sections. Early payout functionality has also been expanded to Ice Hockey 1x2 markets, offering additional engagement opportunities for players.

Meanwhile, LMT and Scoreboard integration enhances live betting experiences by providing richer real-time match tracking and scoreboard functionality powered by data integration from Data.Bet.

"Flexibility remains central to how we develop our sportsbook technology,” said Nikos Zygouris, Head of Sportsbook Product at Altenar. “We continuously monitor player behaviour, operator needs, and market trends to make sure our platform evolves in the areas that deliver the most value."

"These updates are designed to help operators create more personalised experiences, automate key processes, and give players greater flexibility throughout the sportsbook journey."