Sportsbook B2B: Altenar, Kambi, Betby, SBTech, and BetConstruct in Latam

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Sportsbook B2B: Altenar, Kambi, Betby, SBTech, and BetConstruct in Latam

The B2B sportsbook is one of the most strategic segments of modern iGaming. While players see a single interface when placing sports bets with any operator, behind that experience lies sophisticated technology that combines an odds engine, risk management, integration with hundreds of sports markets, bonus handling, trading tools, and all of this operating in real-time with thousands of simultaneous players. B2B sportsbook providers build and maintain this technological infrastructure that operators then adopt to offer their products to the market.

The B2B sportsbook provider market is dominated by a handful of global players who have consolidated over the last two decades. Some are operators who outsource their technology (Kambi was born from Unibet), others are pure providers serving multiple operators (Altenar, Betby), and others are part of larger groups with a presence in multiple segments (BetConstruct, SBTech now part of DraftKings, Betradar from Sportradar). In LatAm, all major providers have an active presence because the region has consolidated as one of the fastest-growing online sportsbook markets globally.

This guide covers the main B2B sportsbook providers active in LatAm, focusing on Altenar, Kambi, Betby, SBTech, and BetConstruct. It analyzes their commercial proposals, technical strengths, business models, regional particularities, and the criteria a serious operator should consider when choosing one of them. It also reviews the context of the 2026 World Cup (in the United States, Mexico, and Canada) as a catalyst for the segment in LatAm and the prospects for the coming years.

What is a B2B sportsbook and how does it work?

A B2B sportsbook is the technological platform that an operator adopts to offer sports betting to its end players. Its main components include the odds engine (real-time odds calculation for thousands of markets), risk management (dynamic adjustments based on betting volume, exposure, and detected patterns), integration with sports feeds (real-time data from hundreds of matches and events), the user interface (which the operator can customize), trading tools (interface for the operator's or provider's trading team to manage odds and positions), live betting functionalities (in-play betting during the event), and complementary modules (cash out, bet builder, promotions, etc.).

The typical business model combines license fees (a fixed monthly or annual fee for platform usage) with revenue share (a percentage of the net revenue generated by sports betting). Specific percentages vary depending on volume, target markets, included functionalities, and contract duration. Leading providers usually have multi-year contracts with serious operators, fostering long-term relationships that require deep operational articulation.

The difference between providers manifests in multiple dimensions: market depth (number of sports, leagues, secondary markets covered), trading quality (odds accuracy, update speed, sophisticated risk management), integrations (with PAMs, payment systems, analytics tools), regional capabilities (languages, local sports markets, jurisdictional certifications), operating model (managed service where the provider operates trading, or on-premise where the operator operates its own team), and commercial model (fees, revenue share, exclusivities).

Kambi, the leading sportsbook for major brands

Kambi was founded in 2010 as a spin-off from Unibet and has established itself as one of the most recognized B2B sportsbook providers globally. Its model is "managed service," where the provider centrally operates trading, risk management, and odds compilation for all its operator partners, offering them a robust platform without the need to build significant internal capabilities. This proposal is particularly attractive for operators who want to quickly enter the sportsbook market without investing in their own trading teams.

Kambi has operator partners in dozens of regulated jurisdictions globally. In LatAm, it has partnered with operators in Argentina, Colombia, and other geographies. Its accumulated technical capability, broad coverage of sports markets, and track record with large international operators give it significant credibility. The company has been in transition after several strategic changes in recent years (including the spin-off from the Kindred group), but it maintains a benchmark position in the segment.

Kambi's strengths include market depth, especially in European sports, sophisticated risk management, technical robustness of its platform, and partnerships with large-scale operators. Its limitations, according to operators in LatAm, may include less specialization in specifically Latin American sports (although this has improved), a managed service model that reduces the operator's operational control, and costs that can be high for smaller-scale operators.

Altenar, specialist with a focus on regional sports

Altenar is one of the fastest-growing B2B sportsbook providers in recent years and has consolidated its presence in LatAm as a strategic market. Its proposal combines a robust technological platform with operational flexibility, allowing operators to significantly customize the experience, operate their own trading teams when preferred, and integrate with diverse sports feeds. This balance between technology and flexibility is one of the key attractions of its offering.

Altenar has a consolidated presence in regulated LatAm markets. In 2026, it launched a dedicated lobby for the 2026 World Cup with expanded coverage of tournament events, specific markets, thematic promotions, and an optimized user experience for the event. This ability to adapt to specific regional market contexts is valued by operators seeking differentiation in high-commercial-impact events.

Altenar's strengths include operational flexibility, deep customization capabilities, attention to regional detail, and a commercial model that adapts to operators of different scales. The company maintains relevant activity in sectoral events and partners with operators in Brazil, Argentina, Colombia, Peru, and other markets in the region.

Betby, modern proposal with a technological focus

Betby is one of the youngest and most dynamic B2B sportsbook providers in the market. Its proposal combines cutting-edge technology (modern stack with cloud-native architectures, open APIs, microservices), a specific focus on eSports (a rapidly growing segment), and a flexible commercial model. Its profile has attracted operators who value innovation, agility, and the ability to achieve competitive differentiation.

In LatAm, Betby has an active presence with operators in Brazil, Argentina, and other markets. Its technical capability in eSports (CS2, League of Legends, Valorant, Dota 2, and other competitive titles) positions it as a leader in the segment, which is growing especially among young audiences. The company continuously invests in product, expanding coverage of traditional sports markets and consolidating its comprehensive offering.

Betby's strengths include technological modernity, strength in eSports, operational agility, deep customization, and attractiveness for operators looking to differentiate themselves from the mainstream. Its challenges include the need to continue deepening coverage in traditional sports markets and consolidating its track record with large-scale operators.

SBTech, now integrated into DraftKings

SBTech was one of the most relevant B2B providers in the global market for years, until its acquisition by DraftKings in 2020, which integrated it into the US operator's business. SBTech technology continues to operate to serve other B2B operators in addition to DraftKings' internal consumption, maintaining its role in the global sportsbook ecosystem.

SBTech's technical strengths, now under DraftKings, include market depth, trading sophistication, advanced live betting capabilities, and a track record with large-scale operators. The integration with DraftKings provides access to synergies in terms of product, data, and operational capabilities. In LatAm, the offering remains active with operators who value the technology and accumulated experience.

Challenges of the current positioning include SBTech's dual role as a B2B provider and as DraftKings' internal technology, which can create perceived conflicts of interest for operators competing with DraftKings in specific markets. The articulation between both businesses is one of the strategic issues of the brand's global positioning.

BetConstruct, comprehensive proposal with a robust sportsbook

BetConstruct is one of the most active comprehensive providers in LatAm, with an offering that combines casino, sportsbook (Spring Sportsbook), live casino, lottery, and other products under a single platform. Its sportsbook has gained recognition for its broad market coverage, sophisticated trading tools, and deep customization capabilities.

In LatAm, BetConstruct operates with partners in multiple regulated jurisdictions and maintains relevant activity in sectoral events. Its comprehensive proposal is particularly attractive for operators who prefer to partner with a single provider for multiple products rather than combining specialized providers for each vertical. This operational simplicity, combined with robust technical quality, is one of the company's key attractions.

BetConstruct's strengths include a comprehensive offering, operational flexibility, deep customization, an adaptable commercial model, and a consolidated regional presence. Considerations for operators include evaluating whether the comprehensive proposal outweighs specialists in each vertical (sportsbook specifically) who may offer superior depth in their segments.

Other relevant providers in the B2B ecosystem

The B2B sportsbook ecosystem active in LatAm includes other relevant players:

The diversity of the ecosystem allows operators of all scales to find partners tailored to their specific strategies. Decisions are made by evaluating multiple dimensions, costs, functionalities, coverage, integrations, jurisdictional certifications, and track record.

Criteria for choosing a B2B sportsbook provider

Choosing a B2B sportsbook provider is a strategic decision that impacts the business for years. The main criteria an operator should evaluate include:

Depth of relevant sports markets, coverage of leagues and events that interest the target audience. For LatAm, this includes Latin American football (Brasileirao, Liga MX, Copa Libertadores, Copa Sudamericana, local leagues), European football (Premier League, La Liga, Champions League), Caribbean and North American baseball, NBA basketball, and special events like Copa América and the World Cup.

Quality of trading and risk management, accuracy of odds, speed of live updates, ability to absorb significant volume without distorting the market, sophisticated management of exposures and positions. This dimension is critical, especially for operators expecting significant betting volume.

Operating model, managed service where the provider operates trading vs. on-premise where the operator has its own team. The choice depends on the operator's internal capabilities, its preference for control vs. simplicity, and the costs associated with each model.

Regional capabilities, support in relevant languages, local sports markets, jurisdictional certifications, integrations with local payment methods, and articulation with specific regulations of each country. For LatAm, this dimension is critical.

Specific functionalities, live betting, cash out, bet builder, request a bet, segment-specific promotions, affiliate marketing tools, CRM integration. Modern sportsbook functionalities significantly differentiate the user experience.

Technical integrations, with the operator's PAM, with payment systems, with analytics tools, with specific sports feeds, with marketing platforms. The quality of integrations directly impacts operational efficiency.

Commercial model, fee structure, required exclusivities, contractual terms, exit conditions. Operators should evaluate the TCO over several years considering these elements.

Technological roadmap, the provider's future vision, investment in innovation, ability to incorporate emerging trends (eSports, predictive markets, AI integration). This dimension projects the sustainability of the long-term relationship.

The 2026 World Cup as a catalyst for the segment in LatAm

The 2026 World Cup (in the United States, Mexico, and Canada) is one of the most significant catalysts for sportsbook growth in LatAm. The passion for football in the region, combined with the tournament's geographical proximity and the consolidation of regulated frameworks, will generate a peak in activity that operators and providers are already strategically preparing for from 2025 and 2026.

B2B providers have developed dedicated World Cup lobbies, tournament-specific products (special markets, group bets, champion predictions), thematic promotions, and marketing tools designed to capture the maximum from the moment. Altenar launched a specific lobby, Pragmatic Play launched special football games (four new World Cup-themed slot games), and other providers have prepared offers adapted to the event.

The impact is projected beyond the World Cup itself. New players who join regulated sportsbooks during the tournament tend to maintain subsequent activity, especially in events like Copa América, local leagues, Champions League, and other tournaments. The Brazilian regulation sanctioned in 2023 and operational since 2024 was designed with this event in mind as a catalyst, and the sector expects to significantly capitalize on the opportunity.

Internal trading vs. managed service, a strategic decision

One of the most sensitive decisions for a sportsbook operator is between operating its own trading team (on-premise model) or adopting a managed service where the B2B provider centrally operates trading. Each model has advantages and disadvantages that must be evaluated according to the operator's specific capabilities.

Managed service offers operational simplicity, access to accumulated technical expertise without the need to build internal teams, predictable costs, and fast time-to-market. It is attractive for new sportsbook operators, small to medium-scale operators, or operators whose strategy prioritizes other areas. Limitations include less control over specific odds, dependence on the provider, and, in some cases, higher long-term costs.

The on-premise model offers total control over odds, the ability to achieve competitive differentiation through trading, margin optimization according to the operator's specific strategy, and greater flexibility to adapt to specific contexts. It is attractive for large-scale operators with internal capabilities, operators with differentiating strategies, or operators with deep knowledge of specific markets. Limitations include the need to invest in specialized teams, longer time-to-market, operational complexity, and high fixed costs.

Many operators combine both approaches, managed service for certain markets or segments and proprietary trading for others where they have specific competitive advantages. This hybridization allows for optimizing the balance between simplicity and differentiation according to the particularities of each case.

Prospects for B2B sportsbook in LatAm

The segment's prospects are very favorable. The 2026 World Cup will catalyze a significant peak in activity. The consolidation of the regulated Brazilian market, the expansion of the Peruvian market, the deepening of the Colombian and Argentine markets, and the eventual Chilean opening will expand the total demand for B2B providers. Players who strategically position themselves in these years will capture significant market share in the next decade.

Technological trends will continue to transform the segment. Integration with generative artificial intelligence for market analysis, predictions, and personalization will gain ground. Cloud-native architectures will facilitate scalability. Increasingly standardized APIs will reduce integration costs. Bet builder functionalities, request a bet, and social tools will continue to become more sophisticated.

eSports will continue to grow as a specific vertical. Providers with specific strength in this segment (notably Betby) will capture young audiences with a different gaming profile than traditional sportsbooks. The integration between traditional sportsbook and eSports will be a trend that differentiates the most sophisticated operators.

Conclusion, B2B sportsbook as strategic iGaming technology in LatAm

B2B sportsbook is strategic technology that defines the competitive capacity of operators in one of the fastest-growing iGaming segments. The choice of provider directly impacts the quality of the product offered to players, operational efficiency, the ability to achieve competitive differentiation, and the financial sustainability of the business. Operators who make this decision with analytical rigor and strategic vision build sustainable advantages that are reflected in their market indicators.

The ecosystem of B2B providers active in LatAm is robust and diverse. Altenar, Kambi, Betby, SBTech (now under DraftKings), and BetConstruct, along with other relevant players, offer differentiated proposals that cover a wide range of needs. Operators have real alternatives to build their technology stack according to their specific strategies, with costs and functionalities that adapt to their realities.

In the Latin American context of emerging iGaming markets, the B2B sportsbook plays a critical role that transcends technical aspects. It enables the professionalization of the regional sector with international standards, articulates with global sports trends, captures the potential of the 2026 World Cup as a historic moment for the segment, and contributes to the consolidation of regulated markets with cutting-edge technology. This strategic centrality of the segment explains the continuous investment of major providers in regional presence, partnerships with local operators, and the development of specific capabilities for Latin American markets.

Frequently asked questions about B2B sportsbook

Who are the main B2B sportsbook providers in LatAm?

Altenar, Kambi, Betby, SBTech (now under DraftKings), and BetConstruct are the most recognized. Other relevant players include Betradar (from Sportradar), Pinnacle Solutions, Digitain, Pronet Gaming, NSoft, and OddIN. Each has a distinct offering profile, and operators choose based on their specific needs.

What is the difference between managed service and on-premise?

In managed service, the provider centrally operates trading, risk management, and odds compilation. In on-premise, the operator has its own team that performs these functions. Each model has advantages: operational simplicity and fast time-to-market for managed service, total control and differentiation capability for on-premise.

What does a B2B sportsbook include besides the odds engine?

Risk management, integration with sports feeds, customizable user interface, trading tools, live betting, cash out, bet builder, promotions, affiliate module, integrations with PAMs and payment systems, jurisdictional certifications, multilingual support, and other complementary components.

How are B2B providers charged?

The typical model combines license fees (fixed monthly or annual fee) with revenue share (a percentage of the net revenue generated by sports betting). Specific percentages vary depending on volume, target markets, included functionalities, and contract duration. Contracts are typically multi-year.

What is the importance of the 2026 World Cup for B2B sportsbook?

It is one of the most significant catalysts for the segment's growth in LatAm. The regional football passion combined with geographical proximity and the consolidation of regulated frameworks will generate a peak in activity. Providers have already developed dedicated lobbies, tournament-specific products, and thematic promotions to capitalize on the moment.

Is B2B sportsbook the same as sports feeds?

No. Sports feeds (Sportradar/Betradar, Stats Perform, and others) provide real-time data on matches and events (results, statistics, live play). The B2B sportsbook is the complete platform that uses these feeds as input but adds an odds engine, trading, interface, risk management, and all the functionalities of the final product. Many B2B sportsbooks use feeds from Sportradar or other specialized providers.

Tags: LatAm, B2B sportsbook, Altenar, Kambi, LatAm sports betting providers