(AsiaGameHub) –   Top sportsbook platform Altenar is participating in SiGMA South America in São Paulo, which launched today, April 6. The firm is posing a key industry question: why do so many operators still fail to prioritize sportsbooks as the core of their strategy?

Brazil’s online gaming (iGaming) market is thriving, yet numerous operators are stuck in their comfort zones. Local brands keep leaning heavily on casino offerings, whereas global industry leaders are shifting more and more toward sports betting.

The rationale is obvious: sportsbooks foster deeper user engagement and better long-term customer retention.

Data backs up this trend. By 2025’s end, Brazil’s licensed betting industry had generated R$37 billion in Gross Gaming Revenue (GGR), roughly $7.5 billion USD, signifying the first full year of a regulated online market.

Per H2-OpenBet, sports betting made up 55% of the total online betting and gaming GGR, cementing its position as the market’s biggest single vertical.

Against this backdrop, viewing sportsbooks as secondary offerings is no longer a cautious strategy—it’s a lost business chance.

Altenar’s Co-Founder and COO Dinos Stranomitis will discuss this topic at the panel titled “The Undefined Value of Sports Betting in Brazil.” The key takeaway is clear: the next industry leaders will be those who expand beyond casinos by adopting sportsbooks.

Altenar’s current expansion in São Paulo mirrors this path—toward more balanced, data-informed operations where sportsbooks are a central component.

Luana Monje, Sales Executive at Altenar Brazil, commented:

The sports betting market is changing more quickly than many operators are willing to acknowledge. Operators that act now to prioritize sportsbooks will lead in customer retention and lifetime value. The true risk lies in delaying serious action on this front.

Got more questions? Stop by Altenar’s booth at SiGMA South America in São Paulo (stand J176) from April 6 to 9.