Unlimited creativity unlocks unprecedented possibilities for iGaming operators


Ebbe Groes, CEO EveryMatrix discuses EveryMatrix plans for 2019 and to find out how unlimited creativity blends with technology in the highly competitive iGaming industry.

How was 2018 for EveryMatrix and what milestones did your company manage to reach?

2018 was an outstanding year for us as we rolled out many new features and grew our product offering to the benefit of our clients and partners.

Activity for our flagship product CasinoEngine has more than doubled in 2018, with record volumes month after month. CasinoEngine is the largest casino content aggregator in the world with 8,000+ casino games from 140+ vendors. Thanks to its unified back office and services integrated into many specialized APIs, CasinoEngine is a true next-generation solution. We have followed our long-term vision to solve key operational and product offering issues affecting operators and we now have a robust solution that is already used by market-leading operators such as Norsk Tipping, Tipico, Wunderino, Adjarabet, the Genesis group, and many others.

2018 was also a remarkable year for MoneyMatrix, our next-gen payment processing platform and Malta-licensed regulated financial institution. MoneyMatrix can provide payment processing to any merchant operating within the e-commerce space. We’re pleased to have signed more than 20 new clients and today we process hundreds of millions of euros monthly. MoneyMatrix also got industry recognition and won two awards in 2018: Best Payments Aggregator Award (Malta Gaming Awards) and Best in Business Payment Processing and Risk Management Company Award (Malta’s Best in Business Award).

Not forgetting about our sports product, OddsMatrix recently launched OddsMatrix Aggregator – a powerful and unique tool which allows bookmakers to combine odds, settlement, and score feeds from multiple providers into a single aggregated feed, all processed in real-time. The Aggregator is itself a key component of the refactored fully managed sportsbook, the OddsMatrix Sportsbook.

Finally, PartnerMatrix, our Affiliate Software Solution and Agent Management System, launched new features such as the Reactivation Rewards for affiliates, Server to Server (S2S) tracking that improves accuracy of the conversion, and Player Segmentation for better optimization of the affiliate rewards. PartnerMatrix also delivers feeds and APIs for affiliates to obtain reports and data automatically. Catena Media is just one of several companies using this new service.

In the past years, EveryMatrix went through a complex process of rebuilding its portfolio of iGaming solutions. What are the major changes in terms of product offering and how is this development benefiting your clients?

Our vision was to shift progressively from “boxed” platform ecosystems to specialised, modular and platform independent products. We’ve started by splitting up our core applications into many smaller applications in order to cater for a wider set of clients, from newcomers to T1 operators. Almost everything we do can be isolated and delivered independently yet also delivered jointly in a full turn-key solution and we think this is a major advantage especially when activating in an increasingly crowded market.

Our products today allow deep integrations with any platforms and can be adapted to different clients’ needs, depending on the size of their business, goals, technical and legal requirements in the jurisdictions they work in. This flexibility has in only a single year increased our set of clients by fifty percent, including some of the largest companies in the industry.

Why do you think creativity is a selling point for operators and how did EveryMatrix achieved it?

Creativity works hand in hand with technology and our vision is to give operators’ unlimited possibilities in designing individualised front-ends and offering a superior player experience. It has become obvious that design and functionality of front-ends is a key element to success and profitability, in both casino and sportsbook. Usability, retention, personalization, localization, but also promoting the most profitable games and bets are all heavily impacted by the website design and that’s why using a stock template is never an inspired move. Our goal is to offer clients complete freedom in terms of designing their own front-end thanks to our Casino, Sports, and Payments WebAPIs. This is the easiest way to build an outstanding and functional design, without the restrictions normally imposed by a platform provider.

To support even more customization and to help operators increase conversions, we have launched a second generation of bonus system, another industry first. This is a stand-alone system to create, manage and report on bonusing for both casino and sports products and helps operators to combine bonus programs and promotional packages that are activated by various triggers. It can even be delivered to clients on own platform, it is neither tied to the system of the game provider nor to the EveryMatrix platform and wallet service as all other bonus systems.

Overall, between bespoke front-end, real-time delivery of data to CRM systems of clients, API driven applications, an extremely flexible bonus system, we achieve the overall goal of Unlimited Creativity for gaming operators in terms of player experience. The key for us as B2B provider is not to limit or even guide the clients but to help them implement their own ideas and unleash their own creativity!.