2026-01-08: High Roller Technologies Expands into Sports Betting with Altenar
High Roller Technologies Inc. (NYSE: ROLR), a leading global operator of online casino brands, announced a strategic expansion into the sports betting market on January 8, 2026. The company signed a non‑binding Letter of Intent (LOI) with Altenar Software Limited to secure a fully managed B2B sportsbook platform that will be integrated into High Roller’s licensed sports betting websites.
Strategic Rationale
High Roller’s CEO, Seth Young, highlighted the opportunity that a sportsbook component presents for accelerating the company’s growth. “Adding a sportsbook to our product suite through Altenar allows us to rapidly expand High Roller’s market position,” he said. The partnership aims to combine Altenar’s proven risk‑management services and 24/7 support model with High Roller’s established customer base and delivery capabilities.
Scope of the Proposed Solution
Under the pending definitive Software Services & Support Agreement (SSSA), Altenar would provide:
| Component | Description |
|---|---|
| Software & API | SaaS licensing of Altenar’s sportsbook software, integration into High Roller’s platform |
| Hosting & Monitoring | Dedicated hosting, system monitoring, and technical support |
| Risk Management | Odds compilation, fraud control, and risk monitoring |
| Updates & Maintenance | Ongoing software upgrades and maintenance |
| Support Services | 24/7 incident handling and critical‑incident response |
The integration is expected to enable High Roller to offer a reliable, scalable sportsbook experience while navigating regulatory approvals and technical milestones required for launch.
Market Context
High Roller Technologies, founded in 2005 and headquartered in Las Vegas, has built an award‑winning portfolio of casino brands—High Roller and Fruta—serving a global customer base with over 6,000 premium games from more than 90 providers. The company’s 2025 52‑week high of $6.91 and low of $1.16 illustrate the volatility typical of the online gaming sector, while its market capitalization of approximately $21 million reflects its niche positioning within consumer discretionary.
The addition of sports betting aligns with industry trends where online gaming operators diversify revenue streams by offering complementary gambling products. By leveraging Altenar’s expertise, High Roller seeks to tap into the rapidly expanding sports betting market while maintaining its core casino operations.
Outlook
The LOI is non‑binding, and the parties emphasize that a definitive agreement has not yet been executed. Success will depend on negotiating final terms, obtaining regulatory approvals, and completing technical integration. Nonetheless, the partnership represents a significant step for High Roller as it pursues broader diversification and seeks to strengthen its competitive standing in the multi‑billion‑dollar iGaming industry.
Note: The information provided is based on publicly available sources and the company’s own disclosures as of January 8, 2026.
