Altenar has appointed Mitchell Harrison as Sales Director, the sportsbook technology supplier announced on 18 September. He will focus on expanding the company’s footprint across Tier 1 markets in Europe and North America.
Altenar says Harrison brings more than 20 years of experience in sales and business development, of which eight are in iGaming and sports betting. His stated career includes roles at SBTech, DraftKings, Genius Sports and GiG, covering sportsbook technology, supplier partnerships and international business development. That is a route that has taken him through both the supplier side and a major operator, which is the combination his own statement leans on.
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.
Charlie Williams, Commercial Director at Altenar, 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. 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.
The pattern behind the hire
Read on its own, this is a routine commercial appointment. Read against Altenar’s own announcements over the past month, it looks like a deliberate sequence. On 25 August the company named Giannis Papakonstantinou as Director of Sportsbook Product. Twenty four days later it has added a Sales Director with a North America brief. Two senior appointments inside a month, one on product and one on commercial, is a staffing pattern rather than a coincidence.
The North American half of the remit also has recent groundwork behind it. Altenar took DAZN Bet live in Ontario and Alberta in early August and holds AGCO registration in Ontario, so the regional target is an expansion of an existing position rather than a first move. On the European side the company has published material on readiness for Finland’s 2027 market opening, which is one of the few genuinely new licensed markets on the near horizon.
What is not in the announcement
Neither Altenar nor Harrison has said which markets inside the Tier 1 grouping are the priority, whether the role carries a target for new operator agreements, or where he will be based. Altenar has also not said whether the Sales Director position is newly created or a replacement. For a supplier holding licences and registrations across Malta, Great Britain, Romania, Ontario, Denmark, Sweden, Greece, Peru and South Africa, the specific markets behind a North America and Europe brief are the detail that would make the appointment legible.
