L&L Europe has expanded its UK sportsbook business through its partnership with Altenar, which has supplied betting technology and trading support to the operator since late 2022. The partnership allowed L&L Europe to add sportsbook products to several UK casino brands. L&L Europe had focused on online casino before entering sports betting. The operator now runs seven active brands, including AllBritishCasino, PubCasino and QuickBet.
Sportsbook grows across brands
Altenar provided a multi-brand sportsbook platform that could be added across L&L Europe’s UK-facing websites. The product includes pre-match betting, live betting, promotional tools, risk management and 24-hour trading support.
The supplier also added widget-based frontend tools and UK-focused sports content. L&L Europe used the platform to build sportsbook features without running separate systems for each brand.
The operator expanded the sportsbook offering as new brands were added. More betting tools and promotions were introduced over time.
Football drives most betting activity
Football, tennis and basketball became the main sports on L&L Europe’s sportsbook. The three sports accounted for 71% of total betting turnover. Football generated the highest activity, with Premier League markets drawing the most engagement. Live betting and boosted odds were also used to support player activity across the operator’s brands.
The UK market remains one of Europe’s most competitive regulated betting markets. Operators must meet Gambling Commission rules on customer checks, safer gambling, marketing and product controls.
User base and revenue increase
L&L Europe’s sportsbook user base grew fourfold from 2023 to 2024. It then grew by another three times from 2024 to 2026.
The operator reported a 312% increase in monthly gross gaming revenue between 2023 and 2026. The increase came after sportsbook products were added across its casino brands. L&L Europe serves more than 2 million players and operates from Malta. The company entered the UK casino market before adding sports betting through Altenar.
Partnership began in 2022
L&L Europe first partnered with Altenar in late 2022 as it looked to add sports betting to its casino-led business. The supplier provides the sportsbook platform, trading support and risk management tools used across the operator’s brands.
The arrangement allows L&L Europe to manage several sportsbook sites through one system. It also gives the operator access to betting markets and live sports content without building its own sportsbook platform.