Navigating regulation and growth: Altenar’s new Regional Director on the sportsbook provider’s expansion in South Africa
In this exclusive market-first interview with iGaming AFRIKA, Brendon Jeacocks, Regional Director at Altenar, outlines his ambitions for his new role and highlights why South Africa is a key strategic target for the sportsbook software provider.
What makes the African continent a top priority and why is it so appealing for sportsbooks?
Altenar is currently only licensed in South Africa, having obtained the national manufacturing licence back in December. Most people recognise that South Africa is a strong and growing market, and right now, presents a particularly exciting opportunity to enter.
Looking more broadly across Africa, we’re seeing clearer regulatory frameworks emerging. These frameworks help build player trust in those jurisdictions and allow both suppliers and operators to work together more confidently.
Why is the South Africa licence such a desirable licence to obtain?
South Africa offers a well-regulated environment, with clear compliance standards, and a mature betting culture. Globally, we know players prefer engaging with licensed operators. From our perspective, this licence adds credibility and positions us well should we decide to expand and scale further across the continent. It serves as a strong foundation for long-term growth in the region.
What previous experience will you bring to the role of Regional Director?
I’ve spent close to a decade on the operator side of the industry, which gives me strong insight into what local businesses are looking for in a technology partner. Being Cape Town-based, I understand the market dynamics from both a regulatory and operational standpoint.
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This role at Altenar is a fantastic opportunity to apply that knowledge in the B2B context while deepening my understanding of the technical side of the business. I’ve also worked with Altenar’s sportsbook solutions before, so coming on board was a natural next step.
Based on your observations locally, how do you expect the South African market to evolve over the next three to five years?
The trajectory is clear. If you look at the National Gambling Board (NGB) statistics over the recent years, the trend speaks for itself. There has been continued growth. Over the short to medium term at least, I expect to see more innovation in player engagement, driven by advancements in technology and a heightened focus on responsible gaming. These two elements – innovation and responsibility – will be essential for the market’s sustainable growth. I also believe new verticals will emerge, offering further opportunities to diversify the local offering.
What attracted you to this role at such an exciting time for Altenar’s African strategy?
On a personal level, the role opens up the opportunity to evolve professionally – particularly within the B2B space and on the technical side of the industry. What made the decision easy was my belief in Altenar’s product. To be part of the team and play a direct role in establishing our presence in the South African market is incredibly exciting.
As Regional Director, what are your goals for strengthening Altenar’s position in Africa?
I’d like to break that into two parts – South Africa and the broader continent. In South Africa, our focus is strategic and measured. We are entering a market where operator expectations align closely with what Altenar already offers, so there is no need for significant changes to our core product. Our success will depend on delivering a reliable and locally relevant solution.
As for the rest of Africa, it’s a different landscape altogether. Although I’m currently focused solely on South Africa, I can say that any expansion into emerging markets will require localisation – tailoring both product and partnerships to suit local needs. Building genuine relationships on the ground will be essential to any further success outside of South Africa.
How will your previous experience help Altenar guide through opportunities and challenges within the South African market?
My background has been in managing online B2C finance and compliance operations within South Africa, specifically in the Western Cape. Altenar’s licence is issued by the Western Cape Gambling and Racing Board – a regulator I’ve worked with extensively.
The responsibility falls on me to meet with regulators regularly, usually on a quarterly basis, and attend workshops or forums they’ve organised. These interactions can involve licence renewals, regulatory updates or simply staying in touch on ongoing developments. Thanks to my previous roles, I already have established relationships with individuals across the relevant departments, which helps streamline the process for Altenar as a new entrant to the market.
Having managed both regulatory and statutory compliance for bookmakers over the past decade, I bring a well-rounded understanding of the legal and operational landscape. This experience allows me to guide Altenar’s entry into the market from a position of familiarity and strength.
How do you plan to guide Altenar through South Africa’s diverse regulatory and cultural landscape?
For South Africa, the goal is to grow Altenar steadily, and we must focus on our relevance in the market and long-term partnerships. Focusing on quick expansion isn’t sustainable – rapid expansion does not work. Our aim is to build a strong foundation that allows Altenar to scale over time without compromising quality or compliance.
On the cultural side, betting habits differ by region. Would you say that football dominates the South Africa sports betting scene?
Absolutely. While some might think of South Africa as a cricket or rugby nation – and those sports are certainly popular – football is by far the most supported sport. The Premier League, in particular, sees high volumes of activity. There’s also strong engagement with local football leagues, but it’s the European fixtures that tend to drive the most consistent betting interest across the country.
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