Brendon Jeacocks on How Altenar Powers Growth for South African Operators

Brendon Jeacocks, Regional Director at Altenar, outlines how the sportsbook and casino provider is supporting South African operators with fully customisable front-end technology, official data feeds and scalable infrastructure. Ahead of SiGMA Africa 2026, he discusses localisation, trading risk management, flexible commercial models and the regulatory shifts shaping the market and explains why sustainable partnerships sit at the core of Altenar’s long-term strategy in the region.

Customisable design, official data and non-stop support: How Altenar can power market growth for South African operators

Brendon Jeacocks joined sportsbook provider Altenar last year as Regional Director. Now, as he prepares to represent the company at SiGMA Africa, he gives an exclusive update on the company’s support for operators in South Africa.

How customisable is Altenar’s sportsbook solution for South African operators?

Very, in fact, this is a USP for Altenar. Our front end is fully widgetised, so things like banners, contingency carousels, and other elements are completely customisable. This means an operator using Altenar’s software won’t look like another operator on the same platform. The real upside is that the operator stays in control, they can make as many changes as they want, and those changes can take effect immediately.

How important is integration with local payment providers and banking systems?

Critical – if customers can’t transact with the operator, there’s no point in getting them through the door. While South Africa does have traditional payment options like EFT and cards, voucher-based deposits and cash withdrawal options are hugely popular. If an operator doesn’t offer these, customers will simply take their business elsewhere.

In what ways can Altenar support existing operators looking to expand by adding sports betting or casinos to their offering?

Altenar has more than 20 official sportsbook feeds, which means a broader range of sporting events and a deeper set of contingencies per event. Beyond simply expanding the offering, using official feeds, rather than scraped pricing, removes pricing delays and the risks that come with them.

Read Also: Altenar Appoints Brendon Jeacocks as Regional Director in South Africa

On the casino side, we will launch with more than 15 gaming providers, and plan to steadily and consistently expand our range of providers and games over time.

How scalable is the infrastructure for operators looking to grow rapidly?

We can launch a brand in the South African market without offering the full range of sportsbook markets. As the brand grows and demand increases, additional feeds can be activated, allowing the sportsbook to scale alongside the operator.

On the casino side, we continuously onboard new gaming providers, ensuring that our offering expands over time and allowing the operator to grow and scale in tandem with us.

From a support perspective, we’re committed to providing operators with 24/7/365 assistance, no matter the operator size or stage of growth.

What differentiates Altenar’s technology stack from other B2B sportsbook providers active in the region?

I touched on this earlier, but it’s worth emphasising that our front end is fully widgetised and entirely under the operator’s control. They can update and refresh the overall look of their front end as often as they want, with changes taking effect immediately.

In addition, we help operators reduce the trading risk on their sportsbook by using official feeds, removing the delays and exposure that come with scraped pricing.

Read Also: Micro-Betting in South Africa Isn’t a Trend – Its a Behaviour Match

How flexible is your commercial model for South African operators of different sizes?

Very – firstly, we don’t denominate our commercials in foreign currency and expect the local bookmaker to onboard that FX risk.

We’re also open to flexible, dynamic pricing that reflects the size of the operator and where they are in their growth journey.

While we need to ensure our business model in South Africa is sustainable, we see the foundation of our relationships with operators as being built around long-term success and mutual benefit for both parties. While everyone knows a sustainable punter is the best customer for an operator, so is a sustainable operator for us.

What onboarding and integration support do you offer new partners?

We keep onboarding practical and hands-on. From day one, our project and tech teams work closely with the operator to guide the integration through to go-live, providing clear documentation, staging environment access, testing support, and help with configuration.

It’s not just about plugging in the tech. We assist with trading setup, risk parameters, localisation, and making sure everything is aligned from a compliance and commercial perspective.

How do you support operators beyond launch?

As mentioned, Altenar provides 24/7/365 operational support. Beyond that, I stay actively involved post-launch rather than stepping back once onboarding is complete.

What trends should local operators be preparing for over the next few years?

We’ve seen online gaming transform our industry, with operators rushing to offer this type of contingency. Beyond the innovation and creativity in this space, regulation has also been a key topic in our market.

Whether it’s the unenacted Remote Gambling Bill, National Treasury’s proposed 20% tax hike, the recent SCA ruling, responsible gambling workshops held by different PLAs or general conversation by the public, operators shouldn’t be caught off guard when industry compliance requirements evolve.

We can’t predict every regulatory change, but operators need to make sure they’re ready to stay compliant and manage new operational parameters when new rules come into play.

What advice would you give to operators considering entering or scaling in South Africa?

• Be clear about how you want to position yourself in the market.
• Make sure that positioning makes commercial sense.
• Have sufficient financial backing to support your plans.
• Hire the right team with the skills you need.
• Pick a software provider that can truly support and enable your operations.

What factors should operators consider when choosing a sportsbook provider in South Africa?

Many operators have moved away from hands-on trading, instead focusing on online marketing and relying on their software teams to manage the book for them. If you’re not trading yourself, having official feeds alongside well-supported MTS is essential for running a profitable book.

While marketing is obviously important, it’s crucial to remember that we’re bookmakers first. If your provider can’t give you genuine support on the trading side, it will inevitably affect your profitability.

Jeacocks will be part of the Altenar delegation at SiGMA Africa, along with Group CEO Stanislav Silin and members of the sales and account management teams. Head to Stand 063 or book a meeting to learn more about how the company can support operators in South Africa.