The landscape of sports betting in the Americas is rapidly changing, with operators under increasing pressure to find the right balance between localization, adherence to regulations, and innovation in their offerings. Trends like player props, live betting, and micro-markets are altering customer expectations, while significant events like the 2026 FIFA World Cup are propelling investments in scalability and engagement strategies.

At the SBC Summit Americas in Fort Lauderdale, Yogonet interviewed Frederico Caputi, Senior Manager of Sales & Business Development at Altenar. The conversation focused on the company’s objectives in the region, common localization pitfalls still made by operators, and how sportsbook products are being tailored to meet the demand for more personalized and real-time betting experiences. He also elaborated on Altenar’s strategies for the World Cup and the opportunities emerging in regulated U.S. and Latin American markets.

What are Altenar’s core goals for SBC Americas this year, and what discussions do you aim to engage in during the event in Fort Lauderdale?

Our primary focus at SBC Americas centers around enhancing partnerships and speeding up ongoing deals across the U.S. and Latin America.

We are also delving into three specific discussion areas:

Modular sportsbook architecture – Operators now prefer flexible, API-driven components instead of rigid platforms, allowing them greater control and customization.

Accelerated market entry in regulated landscapes – Particularly for Brazil and emerging U.S. states, where timing is a crucial competitive asset.

Boosting operational efficiency – Margin enhancement, risk management, and automation are top concerns due to stricter regulatory and tax environments.

While in Fort Lauderdale, we’re keen to connect with Tier 1 and Tier 2 operators expanding in multi-jurisdiction setups, media and affiliate brands branching into betting, as well as existing partners looking to broaden their product portfolios (casino, PAM integrations, new verticals).

Given the intensifying competition and regulatory frameworks in the Americas, what trends do you anticipate will be at the forefront of discussions at SBC Americas, especially concerning the U.S. and Latin American markets?

We’re observing a merging of trends, yet with significant regional variations.

In the U.S., the prevalence of player props and micro-markets continues, alongside a shift towards entertainment-focused betting interfaces, with same-game parlays (SGPs) becoming meaningful margin generators.

In Latin America, there is a swift transition from grey areas to regulated markets (Brazil takes the lead), with growing demand for localized content, payment solutions, and frontend adaptability, as well as an increase in mobile-centric, low-latency experiences.

Nevertheless, across both regions, the sophistication of data and pricing is emerging as a key differentiator. Compliance with regulations is now considered a product feature rather than merely a requirement. Further, operators across the continent are leaning towards owning a larger portion of the customer journey instead of relying on fully managed offerings.

Altenar has emphasized the need for localization in markets like the U.S. and Latin America. What are the most critical errors operators continue to commit when localizing sportsbook experiences for these audiences?

We identify three recurring mistakes.

The first is superficial localization. Operators may translate the user interface but fail to adapt odds formats, betting types, and content hierarchy. Localization must delve into the deeper aspects of user behavior and cultural betting trends.

Many still neglect payment options and onboarding challenges. Particularly in Latin America, there is a significant oversight in integrating local payment methods, offering instant withdrawals, and facilitating seamless KYC, which hampers conversion rates more than issues with product quality.

The third mistake arises from a standardized product strategy. Practices that succeed in New Jersey might not translate well in Brazil or Mexico. Operators frequently overlook regional preferences in sports, variations in betting frequency, and how customers perceive bonuses versus odds.

Genuine localization demands flexible platforms, as opposed to static implementations.

The 2026 FIFA World Cup is poised to be one of the biggest betting events in history, especially with its expanded format across North America. How has Altenar ready its sportsbook infrastructure and product offerings for this occasion?

From the perspective of a B2B sportsbook provider, this poses primarily a scalability and trading issue. We have prepared through four key areas.

The first is infrastructure scalability: ensuring systems can handle peak user traffic and implementing cloud redundancy across various regions.

The second area is depth in odds and trading. This focuses on enhancing both pre-match and in-play coverage, offering more detailed player and team props, alongside improved risk management tools.

The third key area is latency and uptime optimization. For live betting, sub-second data processing is essential, along with a focus on real-time data feeds and swift betting settlements.

Finally, enhancements in front-end and engagement features are crucial for the World Cup. This includes SGPs, bet builders, and improvements in live betting user experience, as well as personalization based on player preferences.

The World Cup isn’t solely about volume. It’s also about retaining users gained during the event, making the product experience crucial for scaling and conversion.

Altenar has noted the increasing significance of player props, live betting, and micro-markets, particularly among U.S. bettors. How is player behavior evolving, and what implications does this hold for the architecture of sportsbook products in the future?

We are certainly transitioning from event-based betting to moment-based betting. This shift is accompanied by key behavioral changes, such as reduced attention spans leading to a need for immediate outcomes. Engagement with in-play and micro-markets is on the rise, alongside heightened interest in customizable bets (SGPs, bet builders).

What does this mean for sportsbook products? The architecture must adapt accordingly. Systems should be equipped to accommodate high-frequency betting cycles, and both real-time pricing and risk adjustments are vital.

Content has become more dynamic. Markets are evolving from static lists to contextual and personalized feeds. Consequently, trading models need to adjust. Increased automation is essential, though human oversight remains important during volatile events.

Within this new paradigm, user experience (UX) is as critical as odds. Especially in the U.S., betting has transformed into an entertainment-driven product rather than merely a transactional service.

Ultimately, the future of sportsbooks is built on real-time, personalized, API-driven frameworks. These will be focused on user behavior rather than just sporting events.