Altenar, a Malta-based sportsbook technology company, has added a new social-betting layer to its main platform. This is a move that combines technology, community, and entertainment.
The function was made in collaboration with Watchers and is meant to make sports betting more social by turning it from a solitary activity into a group one.
Altenar's official blog post talks about a set of community features, like copy-betting, chat rooms, live win-sharing, and streaming integrations. These parts are meant to get bettors involved, get them to work together, and make them feel like they're all excited about the same thing. This is a big change from how sportsbooks used to work.
What the new social-betting experience is all about
Altenar said that operators who use their sportsbook can now:
- Copy betting lets users copy bets that other players have made.
- Community chats let bettors talk to one other, make predictions, and celebrate their winnings.
- Big-win widgets show out big wins on the platform in real time.
- Live streaming integration lets you watch and bet on the same thing at the same time in a social setting.
This is a step towards making online sportsbooks feel more like real communities than just places to place bets.
About Altenar: A sportsbook giant that is always coming up with new ideas
Founded in 2011 and headquartered in San Ġiljan, Malta, Altenar has built its name as a top B2B sportsbook software provider. The company works in more than 30 regulated marketplaces and has more than 700 employees around the world.
Altenar provides a full sportsbook solution, with odds feeds, risk management, trading tools, and white-label solutions. Both well-known operators and new companies use these services.
The company's website says that its objective is to provide "flexible, data-driven, and customisable sportsbook technology that fits the operator's vision."
Altenar has won a number of industry accolades in the last several years, including "Sportsbook Provider of the Year," which shows how much more important it has become in the worldwide iGaming scene.
Who are the Watchers? The social engine that drives Altenar's innovation
Watchers is a digital startup that started in 2021 that works to make iGaming and sports betting systems more sociable.
According to its official materials, Watchers offers real-time chat, streaming, community features, and AI-driven moderation systems. All of these are meant to make betting more fun, safe, and participatory.
Their goal is to "reimagine how people interact with iGaming platforms by turning isolated bets into shared experiences."
By using Watchers' technology, Altenar creates a sportsbook experience that fits with broader digital trends. Younger bettors demand social involvement, gamification, and transparency to be at the heart of their betting experiences.
Why social betting is important for the future of iGaming
The growth of social betting is part of a bigger change in the iGaming and entertainment industries.
Today's gamblers, especially those in the millennial and Gen Z generations, care about community, shared experiences, and honesty just as much as odds and payouts.
This move gives:
- More engagement: When gamers can talk, discuss, and celebrate together, they spend more time in sessions and stay loyal.
- Better marketing potential: Shared winnings and copy-betting naturally make things go viral and help people find them.
- Operator differentiation: In a saturated sportsbook market, social elements are a big selling point.
But this change also needs to be done in a sensible way. Regulators and operators will need to make sure that social features promote healthy interaction and don't make dangerous behaviour worse.
What will happen next for Altenar and its partners in the industry?
Altenar's social betting launch could change the way sportsbooks compete with each other.
It will be important for big companies to apply the idea early on to see if it works for people. The fact that it works with Watchers suggests that Altenar wants to quickly roll out the capability to all of its clients around the world.
If this works, it may be the start of a "social era" in regulated betting, where communities, live interactions, and shared events are just as important as the bets themselves.
Editor: A brave move towards the future of betting
Altenar's partnership with Watchers is more than simply a new feature; it's a change in how betting platforms think about getting people to use their services.
Altenar is making its sportsbook more in line with modern digital culture by turning betting into a communal event where people can engage and not simply play.
If done right, this social layer might change the way gamblers engage, turning sportsbooks into real, breathing communities instead than just places to make bets.