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Altenar will attend SBC Summit Canada 2026, taking place in Toronto from 19-21 May, as the company looks to underline the growing importance of sportsbooks in Canada’s evolving online gambling market.
With the Canadian market continuing to expand, including the anticipated launch of Alberta’s regulated market, operators are facing an increasingly competitive environment as new brands enter the space and regulatory frameworks develop further.
As competition intensifies, operators are under pressure to stand out, manage acquisition costs, and create long-term revenue stability. While iCasino remains the dominant revenue driver across many regulated markets, Altenar believes there is a growing need for operators to avoid becoming overly reliant on a single vertical.
The company argues that sportsbooks can provide additional engagement, retention, and cross-sell opportunities, particularly through features such as player props, same-game parlays, and micro-betting markets designed to drive player activity.
During the event, Altenar will emphasise the message that sportsbooks should remain a central part of operators’ growth strategies rather than being treated as secondary offerings.
On 20 May, Matthew Ferrara, Sales Manager at Altenar, will participate in a panel discussion titled “Is Sports Betting Worth It? Evaluating the Role of Sportsbooks in the Canadian Online Gambling Market.”
The discussion will explore whether operators may be undervaluing the financial and strategic contribution of sports betting within the wider online gambling sector.
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.”
Visitors attending SBC Summit Canada 2026 will be able to meet the Altenar team at Stand 206 to learn more about the company’s sportsbook solutions and its plans to support operator growth in the Canadian market.
