Charting regulatory scenarios and expansion strategies: New Regional Director at Altenar discusses sportsbook provider's advancement in South Africa
In a strategic move to expand its footprint in the African market, sportsbook software provider Altenar has appointed Brendon Jeacocks as the Regional Director in South Africa. Jeacocks will begin his new role on July 23, 2025.
Jeacocks, who brings over a decade of experience on the operator side of the industry, finds the role at Altenar attractive due to the opportunity to apply his industry knowledge in the B2B context while deepening his understanding of the technical side of the business. His previous experience in managing online B2C finance and compliance operations within South Africa, specifically in the Western Cape, will help Altenar navigate the regulatory landscape as a new entrant to the market.
As Regional Director, Jeacocks will be based in Cape Town, providing him with a deep understanding of the South African market dynamics from both a regulatory and operational standpoint. He will focus on strategic and measured growth in the South African market, with a goal of delivering a reliable and locally relevant solution.
South Africa, with its well-regulated environment, clear compliance standards, and a mature betting culture, is a desirable market for licensed operators. The country's status as a regional economic hub, improving infrastructure, and established sports culture make it a pivotal market for sportsbook companies aiming to broaden their footprint in Africa.
The South African market is expected to evolve over the next three to five years, with increased innovation in player engagement, a heightened focus on responsible gaming, and the emergence of new verticals. The National Gambling Board (NGB) statistics indicate continued growth in the South African market.
Jeacocks believes that rapid expansion is not sustainable in the South African market, and the aim is to build a strong foundation that allows Altenar to scale over time without compromising quality or compliance. For broader expansion across Africa, Jeacocks believes localization will be essential, tailoring both product and partnerships to suit local needs.
Altenar has already taken steps towards localization, obtaining a national manufacturing licence in South Africa as of December 2024. The company has also partnered with DATA.BET to enhance its esports offering, as stated on June 4, 2024.
Football is the most supported sport in South Africa, with high volumes of activity in the Premier League and strong engagement with local football leagues. However, it's the European fixtures that tend to drive the most consistent betting interest across the country.
The African continent, especially South Africa, is a top priority and appealing market for sportsbooks due to several key factors, including rapid mobile connectivity growth and urbanization, strong popularity of football and other sports, advancements in fintech improving payment accessibility, a youthful and growing population with increasing engagement in mobile-first, simple, and affordable betting experiences, relatively light regulation in many African countries, and the sports betting market growth globally and regionally.
With Jeacocks at the helm, Altenar is well-positioned to capitalize on these opportunities and establish a strong presence in the South African market, paving the way for potential expansion and scaling across the continent.
- Jeacocks' extensive experience in managing online B2C finance and compliance operations within South Africa, specifically in the Western Cape, will aid Altenar in navigating the regulatory landscape as they delve into the market.
- In his role as Regional Director, Jeacocks will prioritize strategic and measured growth in the South African market, with a goal of delivering a locally relevant and reliable solution.
- Altenar's strategic partnership with DATA.BET to enhance its esports offering demonstrates their commitment to localization and tailoring their services to suit the needs of the African market.
