Altenar has appointed Mitchell Harrison as its new sales director, bolstering the company’s commercial leadership as it pursues aggressive growth across two major global markets.
Harrison arrives with more than 20 years of experience in sales and business development, including eight years spent specifically within iGaming and sports betting.
His career has spanned some of the industry’s most recognisable names, including SBTech, DraftKings, Genius Sports and GiG, covering sportsbook technology, supplier partnerships and international business development.
The appointment signals Altenar’s intent to push deeper into Tier-1 regulated markets across Europe and North America, where competition among sportsbook technology providers continues to intensify.
Harrison commented on his move, saying: “Joining Altenar feels like a natural culmination of my background across the sportsbook industry, and I’m excited to be part of the team for this next phase of major growth.”
He also highlighted the dual-sided industry perspective he brings to the role, noting the value of his time working across both operator and supplier environments.
“Having worked on both the B2B and operator sides of the industry, I bring a relationship-first approach, strong commercial strategy expertise and a clear understanding of what operators need from a technology provider,” Harrison said.
Charlie Williams, commercial director at Altenar, welcomed the hire, pointing to Harrison’s broad experience across established and emerging betting markets as a key asset for the business.
Williams said: “Mitchell combines extensive sportsbook, technology and commercial experience with a strong understanding of both established European markets and the rapidly-developing North American landscape.”
Williams further noted that Harrison’s background across both major B2C brands and leading B2B suppliers gives him a well-rounded view of what operators expect from their technology partners.
“His experience across major B2C brands, alongside his work with leading B2B suppliers, gives him a strong perspective on what operators need from their technology partners,” Williams added.
Altenar provides flexible sportsbook technology built to adapt to individual operator brands, local regulatory requirements and the varying preferences of players across different markets.
The company’s platform is designed to give operators the tools needed to compete effectively in regulated environments, making Harrison’s deep knowledge of those markets particularly valuable in his new position.
With this latest hire, Altenar continues to invest in its commercial infrastructure as it looks to cement its reputation as a go-to sportsbook technology partner across some of the world’s most competitive jurisdictions.
