Altenar highlights the strategic value of sportsbooks at SBC Summit Canada 2026

Sportsbook provider Altenar will attend SBC Summit Canada 2026, taking place in Toronto from 19-21 May.

The summit comes amid fast growth in the Canadian market, set to expand further with the launch of Alberta’s regulated market. However, this growth is also making it more competitive and harder to navigate as regulation expands and new operators enter the space, the supplier says.

Brands are facing increasing pressure to differentiate, control acquisition costs, and build sustainable revenue streams. This is exactly where sportsbooks become more relevant, according to Altenar, which warns that as iCasino continues to dominate revenue in many regulated markets, operators risk over-concentrating on a single vertical.

Sportsbooks offer an additional layer of engagement, retention, and cross-sell opportunities that can help stabilise long-term performance, the supplier noted, but only by offering features such as player props, same-game parlays, and micro-betting markets to drive increased activity.

Altenar will use its presence in Toronto to reinforce a clear message: "portsbooks should not be pushed into the background."

On 20 May, Matthew Ferrara, Sales Manager at Altenar, will join a panel discussion titled “Is Sports Betting Worth It? Evaluating the Role of Sportsbooks in the Canadian Online Gambling Market.” 

The session will address whether operators are underestimating the financial and strategic value of sports betting.

Matthew Ferrara said: “While iGaming continues to account for nearly 78% of revenue in markets like Ontario, operators across North America are increasingly facing a key challenge - rising acquisition costs and the difficulty of attracting new players efficiently. Sportsbook customers are cheaper to acquire and can play a massive role in adding revenue while also increasing casino activity.

“In this environment, sportsbooks should not be treated as secondary. A well-timed sports campaign has proven to capture attention from new audiences, improve engagement, and reduce reliance on increasingly expensive acquisition channels.”

Attendees are invited to book a meeting with the Altenar team or visit Stand 206 to learn how its sportsbook solutions can support expansion in Canada and help operators turn ambitions into growth.