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Charlie Williams is the Commercial Director of Altenar. He brings a wealth of experience to the table that will ensure the global sportsbook stays at the top. How can Charlie Williams, who was appointed earlier this summer to the position of Commercial Director at Altenar, take Altenar to the next level after his appointment? Charlie was interviewed to discuss his goals for the next year.
Congratulations on your appointment as Commercial Director of Altenar. What was the main reason you joined the team?
It’s an exciting time! Altenar was a great first impression. Altenar had a healthy mix of intelligent people, a friendly atmosphere, as well as business potential. It is easy to feel the positive energy in the organization. Everyone works together for success. They have grown rapidly and placed their employees in the heart of business. We have more than 400 staff members spread out across the world, but everyone remains connected as a team. I am a strong believer in the power of well-organised business plans and well-organised HR. Altenar has that winning formula.
Based on your vast experience, what will you be able to bring to Altenar’s table?
You’re bound make mistakes with 20+ years experience in developing businesses. But it’s about how you learn from them and help others to do better when faced with similar decisions.
My approach is centered on people – I work with my team, as well as other collaborators, to ensure that we all understand the purpose and contribute to the process. Together, we are accountable for delivering high quality outputs. This human API practice can help businesses align with their roadmap and execute effectively on their business vision.
I consider myself to be a business technologist who can translate between technology and commercial. Configuring internal tools and implementing smart automations to sync up with the workflows of a business can increase efficiency, reduce frustration and increase profitability. Analysing commercial data as well as listening to conversations can help guide better decisions and ensure continuous improvements across the organization. This can include everything from product and marketing to sales and delivery.
All of this, coupled with my entrepreneurial spirit plays to my strengths, passion and ability to build strong relationships and drive mutually beneficial opportunities. I am an optimist at heart who loves to build solutions that help all stakeholders grow their business, from clients and suppliers to end users and product and service providers.
After the news that Altenar was granted a Swedish license, can you tell us what else is in the pipeline?
Most definitely. Acquiring the Swedish license is the first step in our commitment to combating the illegal market and promoting channelisation. Altenar operates in strict compliance with Swedish legislation and is in full alignment with regulatory goals. I am confident that our sportsbook and technology will be well received in Sweden.
We will aggressively position and promote our sportsbook solution in Sweden to licensed operators. With our direct marketing and sales efforts and our network of strategic partners, we will be able to accelerate our time-to-market.
Altenar seems to have a strong focus on the Balkans in its European plans. Does this region still have a lot to offer?
Bulgaria is expected to set the trend for the Balkans in the coming five years, both in terms of GGR and overall turnover. It is clear that other markets will follow in Bulgaria’s footsteps.
Romania is ranked second in the Balkans, and like Bulgaria it has the potential to become a regional superpower. Since the regulation seven years ago, Romania has become a superpower with the fastest internet speed in Europe. Its population is around 20 millions.
Croatia is without a doubt another important market and the crown jewel in the Balkans. Croatia’s gambling industry experienced a major shift in 2021, when revenues from online gaming surpassed those of physical locations for the first.
These three markets have a combined population totaling 36 million people, which represents a large growth opportunity.
