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EveryMatrix is showcasing ‘Unlimited Creativity’ in London this February

Zoltan Tundik

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Reading Time: 5 minutes

 

EveryMatrix showcases their portfolio of iGaming B2B products at ICE London (5-7 February, ExCeL London, UK). The products were rebuilt from the ground up in the last couple of years. The common theme is modularity, giving unprecedented flexibility for clients and catering for some of the largest companies in the industry. Ebbe Groes, CEO, EveryMatrix, discusses the company’s approach to achieving success and profitability for EveryMatrix clients.

How do you feel ICE London helps develop iGaming and your company?

ICE starts the iGaming year with all the major names in the industry joining together. This event is a great opportunity to consolidate existing partnerships and secure new business contacts. Obviously, our focus is on securing new clients, but we also come to interact with other B2B providers. Our main products, across Casino, Sports, Payments, are all based on the common principle of aggregation of the best products and services within each vertical, so keeping up to date with these is vital.

How are you standing out from the crowd in an increasingly crowded market?

We today stand out thanks to our vision to shift progressively from “boxed” platform ecosystems to specialised, modular and platform independent products. In the past few years, we’ve rebuilt all our products from scratch with a strong focus on using state of the art technology, and we’re excited to showcase this at ICE.
By splitting up our core applications into many smaller applications we have been able to cater for a much wider set of clients than before – and I believe, wider than our competitors. We today span the entire range from completely servicing smaller companies, including start-ups, to the largest operators in the industry. This is because almost everything we do can be isolated and delivered independently yet also delivered jointly in a full turn-key solution.
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.

The EveryMatrix platform offers operators individualised front ends. What that EveryMatrix does are key elements to increase variation, personalisation and gamification across different operators and markets?

The design and functionality of both casino and sportsbook front-ends is key to success and profitability. This is not only about usability but also about retention, personalization, localization, and promoting the most profitable games and bets. Even further, it’s about conversion of visitors to sign-ups or conversion of players from casino to sports or the other way around. Having a template front-end, like tens of others, will not cut it in the long run.

EveryMatrix realized this early and today have many casino operators on our platform who fully control their front-end. Now the time has come to bring this revolution to sports. Our Casino, Sports, and Payments WebAPIs offer the easiest way in the entire industry for you to build and control your own front-end and have complete freedom 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 their 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 are.

Overall, between bespoke front-end, real-time delivery of data to bespoke 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!

What genius solutions will you be showing at ICE London?

We’ll exhibit our full product suite which covers Casino, Payments, Sports, Platform, and Affiliate systems.
Our flagship product CasinoEngine is the largest casino content aggregator in the world with 8,000+ across more than 140 vendors and sub-vendors. CasinoEngine is a true next generation solution thanks to its unified back office and services integrated into many specialized APIs. We have followed our long-term vision to solve key operational and product offering issues affecting operators and we’re pleased to present at ICE 2019 a robust solution that is already used by market leading operators such as Norsk Tipping, Tipico, Wunderino, Adjarabet, the Genesis group, and many others. Activity for CasinoEngine clients more than doubled in 2018, with record volumes month after month. We look forward to showing at ICE the key reasons why CasinoEngine clients grow faster than the market as a whole.

MoneyMatrix team joins ICE 2019 as well. MoneyMatrix can provide automated payment routing, risk management and KYC solutions globally. MoneyMatrix is not just an EveryMatrix software service, but a Malta licensed regulated financial institution within its own right with the ability to provide payment processing to any merchant operating within the e-commerce space. In our first full year of operation, we signed more than 20 new clients and today process hundreds of millions of euros monthly. We’ve won 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 sport products, OddsMatrix is gearing up to join ICE to showcase our latest OddsMatrix Sports Data Feeds products, including the 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.

Last but not least, our PartnerMatrix team will join ICE 2019 as well and will showcase a complex Affiliate Software Solution and Agent Management System, including the newly launched 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.

What is it about ICE London which sets it apart for EveryMatrix?

ICE represents innovation and new business so it’s easy to understand why it’s attracting established companies from all over the world. That’s why ICE London is the perfect meeting spot for all major players in the industry and has gained the reputation of being THE place to network within the international gaming community.

This event is an excellent opportunity to reconnect with clients and suppliers and that’s why our delegation includes representatives from all our offices, from sales, marketing, product management to development and top management. London is a major mark on the iGaming map and ICE is testament to that.

Join EveryMatrix at ICE London 2019 at Stand N6-310, where the company will exhibit its next generation of B2B iGaming solutions and herald exclusive news for the coming year.

After starting out as an affiliate in 2009 and developing some recognized review portals, I have moved deeper into journalism and media. My experience has lead me to move into the B2B sector and write about compliance updates and report around the happenings of the online and land based gaming sector.

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eSports

Betting firms have responsibility to tackle esports corruption

Zoltan Tundik

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In this photo: Luckbox CEO Lars Lien
Reading Time: 3 minutes

 

Gambling companies have a responsibility to stamp out corruption in esports, according to one betting industry official.

The reputation of esports has been harmed by scandals including match-fixing, cheating and underage gambling.

Recent examples include CSGO player forsaken being banned after using a hack in an ESL Premiership event and Clash Royale payer Jimit Bhatt being suspended for 12 months for cheating.

Lars Lien, founder and CEO of esports betting operator Luckbox.com, says the legitimate operators in the gambling industry have a duty to help clean up the reputation of esports.

Luckbox is a member of the Esports Integrity Coalition, which works to maintain standards in esports.

Lien said: “Gambling will happen and it’s a matter of making sure that responsible operators work together to stamp out match-fixing and to help prevent it. We have an integral role in eliminating that from our world.

“This is why we’re part of ESIC, where we and other responsible operators share suspicious alerts. So if we see betting patterns that are not consistent with a normal match, we report to ESIC and they will investigate the event in question. They work with tournament organisers, teams, they educate players, they work to stamp it out.”

 

Players need to understand the risks

Luckbox holds an Isle Of Man gambling licence, which offers esports fans the highest levels of security and protection to bet on Dota 2, CSGO and League Of Legends.

Lien said it was also important for esports fans to be aware of the risks when choosing where to bet.

He said: “Recently, there’s a Reddit post that a gaming company stole $500 from them. There might be legitimate reasons for seizing the funds of a customer, because match-fixing is a problem in every sport, including esports.

“That gambling company might have very good reasons for seizing funds but the difference is if that company had a good licence, the customer would be able to go to the Gaming Commission, file a formal complaint and the Gaming Commission would help the customer get the money back if that seizure was unwarranted. There’s legal recourse.

“Operators in jurisdictions such as Curacao, Cyprus, many others. There’s no recourse. I could borrow a Curacao licence if I wanted to.

“Esports has seen the skin-betting scandals where operators have let 12-year-olds play using their parents’ credit cards. Children don’t have the same understanding of gambling risks. Even with adults, you will have problematic behaviour.

“Betting should enhance your experience, it should not be the experience. If someone loses their house, that’s a bad thing, of course.

“This is also part of the distinction between the good guys and the bad guys. We have deposit limits, we have responsible gaming limits, we will make sure our players are over 18 and we will be looking for problematic behaviour, so we can help people not spend more on gambling than they can afford.”

 

Learning from the best

Lien said he was motivated to obtain the Isle of Man licence after working at PokerStars, which is also based on the island. In 2011, the US government banned online poker and PokerStars was able to return funds to players while rival Full Tilt collapsed.

Lien said: “You can either be one of the good guys, that has a proper licence, where all of the player funds are segregated from the funds of the company.

“We have what’s called a ‘client account’, which is similar to what a lawyer would have to keep the funds of their clients, that’s completely legally and physically separated from the funds of the business.

“I worked for PokerStars and the Department of Justice, in the US, decided they wanted to shut down the poker scene. They filed complaints against PokerStars and one of the competitors, Full Tilt. What happened?

“PokerStars, because they had taken licensing seriously from day one – they actively and intentionally got the strictest gambling licence in the world (the Isle of Man) – and as a consequence of that they were forced into having good corporate governance, good structures, good compliance. They were forced into doing things right and Full Tilt did not.

“So when the Department of Justice pulled the rug from under the industry, FullTilt collapsed. Customers couldn’t get their money, everything was black, no one understood how they would get their money back. They didn’t have the money, PokerStars did and paid everyone back in a matter of weeks.”

 Make sure to view the video where, Lars Lien, CEO of Luckbox, discusses the role of betting in the esports industry, and how proper regulation can solve the issues that it raises.

 

About Luckbox

Luckbox was founded by former PokerStars colleagues Lars Lien and Mike Stevens. Luckbox was built by a team combining vast experience in the igaming industry and a passion for esports to offer players unique and highly social platform for CSGO gambling, Dota 2 and League of Legends betting. Real Time Games Holding Limited – the company behind the Luckbox brand – holds a full licence under the Online Gambling Regulation Act (OGRA), issued by the Gaming Supervision Commission. Luckbox is a proud member of ESIC and is committed to supporting responsible gambling.

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Industry News

Altenar enters Sweden’s regulated market with LuckyCasino

Zoltan Tundik

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Reading Time: 2 minutes

 

Leading sportsbook platform provider Altenar has launched its first client in the regulated Swedish market, with LuckyCasino.com going live with its software in late May.

The addition of Altenar’s sportsbook marks LuckyCasino’s first foray into sports betting and adds to its existing casino product portfolio of slots, table games and live casino.

“We are really pleased with the work that Altenar has done, which will strengthen our customer offer and improve our competitiveness,” said Martin Sidenvall, Director at Glitnor Group, which took over LuckyCasino in July last year.

Part of LuckyCasino’s customer offering is that it uses the Trustly simplified registration process, something which is proving very popular in Sweden as it allows players to begin betting without needing to create an account.

As part of its preparation for the launch, Altenar’s first with an operator using Trustly, it designed a new feature to mitigate the risk of fraud that can occur in sports betting due to the potential for misuse of inside information.

Limits are set, which can vary from operator to operator and segment to segment, and when payouts go over that limit Altenar will manually approve settlements.

Dinos Stranomitis, Chief Operating Officer at Altenar, said: “Over the past 12 months this unique deposit and withdrawal method that allows people to bet on sports or play casino has revolutionised player habits in Sweden. We are excited to launch our first regulated Swedish client with such an innovative selling point.

“We think this will become increasingly popular and so we have adapted our process so that good customers can enjoy the services of Trustly, but those who might attempt any type of fraud will be monitored and blocked.”

Altenar is also preparing to launch imminently with other newly licensed operators in the Swedish market, with upcoming partnerships also expected to integrate Trustly.

The Swedish launch marks Altenar’s second regulated market entry this year, having also secured its first Romanian client earlier this year with Red Sevens.

About Altenar

Altenar is a leading provider of sportsbook software and services to gaming operators. Its clients include Wplay.co, the dominant sportsbook operator in the regulated Colombian market, Betrebels in Greece, Winbet in Bulgaria and Betbiga in Nigeria.

It offers an extensive range of markets and sports thanks to its premium data package with Betradar, from which it holds gold certified status. It has also recently integrated the Betgenius live events portfolio.

For further queries, please contact marketing@altenar.com

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Industry News

Gill Whitehead Joins Camelot UK Lotteries as Non-Executive Director

Niji Narayan

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Gill Whitehead Joins Camelot UK Lotteries as Non-Executive Director
Photo Source: shutterstock.com
Reading Time: 1 minute

 

Camelot UK Lotteries Limited has appointed Gill Whitehead as its Non-Executive Director. Gill replaces David Kelly, who has become Chair of Camelot’s sister company, Camelot Lottery Solutions.

Gill has over 20 years’ experience in a number of leading companies including Google, Channel 4 and BBC. She joined Google in 2016 and is currently the Senior Director, Client Solutions & Analytics at Google. Prior to Google, Gill was an Executive Committee Member, and held roles as Director of Audience Technologies & Insight and Director of Strategy & Corporate Development at Channel 4 Television Corporation. Prior to that, she held a number of senior executive roles at the BBC.

Gill also held a number of Board appointments, including as a Non-Executive Director at the Financial Ombudsman Service and Board Director of both Youview Television and Freeview Television.

“I would like to welcome Gill – whose extensive experience in digital transformation, data and analytics, and consumer insight within high-calibre UK businesses will ensure that innovation continues to be at the forefront of our strategy. She is an ideal fit to continue to boost the standard and skillset of our Board, and I very much look forward to working with her,” Camelot Chairman, Sir Hugh Robertson said.

“At the same time, I’d like to take this opportunity to personally thank David for his expertise and guidance since I joined last summer, and also for his over four years of tenure on the Board. David’s in-depth knowledge of internet and technology businesses has been crucial in helping ensure our National Lottery digital products have gone from strength to strength. We wish him all the very best of luck in his new role as Chair of Camelot Lottery Solutions,” Hugh Robertson added.

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