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EveryMatrix Press Releases

EveryMatrix: Proving ‘everything is possible’

George Miller

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EveryMatrix: Proving ‘everything is possible’
Reading Time: 4 minutes

 

EveryMatrix reached an important milestone. It’s moving on from its white label and B2C origins to focus on what it does best: software provision. Ebbe Groes talks about this direction, albeit with a hint of nostalgia for what set the company apart in its formative years. Closing the chapter on what were “exciting” times and ventures, Groes is honed into the company’s new drive forward and keen to get competing in the sports space while delivering specialised solutions for iGaming as he talks candidly about the changes and the challenges ahead.

At the halfway mark of 2019, EveryMatrix CEO Ebbe Groes can safely say it’s been “a good year so far”. Over the last 6 months, the company focused on bringing onboard big names in the industry and will continue to do so. In the next few months, the software provider expects to announce yet another signing – this time, that of a very large Tier- 1 operator. “The biggest one yet on our platform”, according to Groes. However, 2019 hasn’t just been about the development of new business for EveryMatrix; it’s also been about letting go of the old.

“At the end of May, we announced the selling of our B2C operation, the Jetbull brand. We held it for a long time, almost from the start of the company, and it was time to find another home for it,” explained Groes. “And this is not the only thing we’re letting go. We are currently in negotiations to close down the white label business. Moving forward, we aim to fully concentrate on being a software provider. In the last years, we have changed our business model, meaning we have left the start-up white label space. Our entire focus is now on signing large and established operators by selling specialised products rather than turnkey solutions.”

As every online casino operator knows, the B2C market is extremely competitive. Players don’t necessarily know what they are looking for when searching for online casinos, so operators need a strong brand to be able to stand out from the crowd. On top of that, they have to navigate changing regulations and ensure their back-end lines up with licencing stipulations across numerous jurisdictions, all while maintaining a strong customer service at the frontend. All in all, it can be both hard work and an excellent opportunity, but with Every- Matrix looking to be the best software provider in the industry, the company made the decision to focus all its energy on serving its B2B clients.
“We’ve been in those [white label] areas for a while and it has served us well, but we are now in a position, which is a bit of a luxury, where we can decline this kind of business and instead work with other companies that are in that space,” continued Groes. “We can focus on being a pure software provider. This of course, still means licensing, but only as a software provider and not having operator licenses.”

Indeed, for leaving B2C in the past, EveryMatrix is free to focus on building its future. This year, that future is OddsMatrix, the company’s sports betting solution. Starting with a fully managed sportsbook, EveryMatrix added more elements to its business, brick by brick; the platform, the casino products, the payment applications, all built from scratch to ensure EveryMatrix delivers specialised and competitive products. They now rebuilt the original OddsMatrix from scratch, going back to their origins.

“This gives us the ability to finally compete properly in the sports space. The first wave is migration of all clients before the start of the new football season. This sports product is sold both as a turnkey solution and as a stand-alone product. One of the many things we did was integrate it in the same way as our casino. This makes it quite easy for our clients and any of our casino clients can take this product, it has the same API managed by us.” As well as physical sports, EveryMatrix sees a huge opportunity in the world of esports. Launching its new esports service earlier this year, the software provider has utilised the back-end of its newly rebuilt OddsMatrix product to successfully create 150 new markets in the sector – and it already has clients taking it live.

“This wouldn’t have been possible in the old system, especially in such a short time. When we’re out showing this product, we receive a lot of good feedback on this because of its depth of information. It’s nice to have an esports product to be proud of, but for me it’s been most rewarding to see how we delivered a proven concept in a completely new area to us,” added Groes. “We’ve been able to create all those markets, including automatic settlement, and everything you want in a modern sportsbook. It’s a product that really stands out for us. Luckbox is the first live client for esports, now in the public BETA stage and looking to move forward. Also, they are one of the first clients to build their front-end on the back of our sportsbook. Giving them enough flexibility has been critical. Bookee, the sports betting mobile app with a Tinder look and feel, is the other operator to be live with their own front-end on our sportsbook.”

Another excellent opportunity for EveryMatrix is in the casino business. The company developed CasinoEngine from scratch, a top casino integration and productivity platform and the largest casino content library in the industry. This solution is helping clients entering new regulated markets by handling regulatory aspects and by delivering country-specific content.

“CasinoEngine helps clients to be technically compliant. Let’s take Reality Check, the vital UK requirement which costs a lot of people a lot of money and time. If you do this as part of the casino application, which is something we can do, then you can plug this into your own platform and then be compliant for the casino part.” The prevailing philosophy that makes all this possible? Adaptability. With a slogan like ‘Everything is possible’, EveryMatrix must expand the boundaries of feasibility for its clients, opening doors – and in some cases breaking down walls – to ensure their clients have the freedom to get creative.

“The key for us as a B2B software provider is to help our clients reach their potential and unleash bold ideas,” concluded Groes. “We do not impose rigid frameworks on our clients, we listen to their needs and adapt our offering accordingly.”

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Affiliate Industry

The Age of Affiliates: PartnerMatrix CEO argues for greater sector recognition

George Miller

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The Age of Affiliates: PartnerMatrix CEO argues for greater sector recognition
Reading Time: 3 minutes

 

In an ideal world, affiliates should be encouraged for every action they undertake”, explained Levon Nikoghosyan, PartnerMatrix CEO highlighting the positive influence they bring to gaming’s image and profitability across the globe. Exploring the market and the future of their customizable platform, he discusses why the new dawn of affiliate marketing can’t come soon enough.

 

PartnerMatrix, the powerful stand-alone affiliate platform software solution from EveryMatrix, has been making waves in the affiliate sector since it launched five years ago. In 2020, with an increased focus on the brand and affiliates in general, the company is planning to expand its reach and introduce a series of exclusive new tools to the market. Commenting on their future focus, Nikoghosyan said: “Our strategy is quite simple, by investing in the development of our system and implementation of new features, we increase the profit of our operators and affiliates and bring an enhanced user experience to both sides of the business. In other words, our primary goal is to make our clients more competitive.

“Last year we launched Reactivation Reward which enables operators to offer commissions for reactivated players alongside newly registered ones. This new tool was an industry first. This year we will focus on the development of tools such as fraud detection, risk management, analytical reports of a player lifetime, behavior, quality of traffic.”

PartnerMatrix’s platform allows bookmakers and casino operators to create, run and track multi-brand affiliate marketing campaigns. For Nikoghosyan, the importance of using affiliates and recognizing their influence is a crucial change the gaming industry needs to address in order to push forward in the coming decade.

“In an ideal world, affiliates should be encouraged for every action,” he said. “Yes, they bring players and get paid for that. But we often forget that in many cases they promote your brand, they increase brand awareness by placing your company banners or creating content that directly supports your platform.

“We need to come up with a formula that can allow affiliates to get bonuses and rewards also for promoting your company name. Because in the long run, it also affects your company’s prosperity. I don’t think a problem like this can be solved in just one year, but I hope this ideal world will arrive sooner rather than later.”

Continuing his focus on how the affiliate market can continue to drive the industry forward, Nikoghosyan is clear that ‘flexibility and content’ will be the trends to watch out for in the months ahead. “By flexibility, I mean the ability for operators and affiliates to solve any type of issues and problems within one system, one interface,” he commented. “Some providers offer a wonderful platform, very light, with a set of versatile statistics, but for other tools, you need additional integrations.

“From this point of view, PartnerMatrix offers an all-in-one solution, including a secure payment method, transparent analysis and set of every single tool needed for affiliate marketing. Speaking about content, the market is moving towards more specific messages. PartnerMatrix also offers marketing solutions and consultancy, so by choosing our system, our clients get everything to enter the affiliate market.”

2019 saw PartnerMatrix launch two highly requested features, the aforementioned, industry-first Player Reactivation Reward, alongside the brand’s powerful player segmentation tool which offers higher productivity. The brand’s segmentation tool simplifies daily routine of the Affiliate Manager allowing to set different commissions for different segments of players without any need to manually divide traffic into segments and assign different commissions for each segment. Since its launch the tool has yielded significant results, guaranteeing the company will continue to invest in its growth according to Nikoghosyan.

“When analysing our client behavior, it becomes clear that the ones who use the segmentation tool are more competitive, they create more appealing content,” he explained.  “Needless to say, this entails increased sales and greater customer engagement. We are constantly improving this tool, bringing more options to segment players depending on region, preferences, registration period, sources they came from, and other criteria upon request.”

Since its inception in 2015, PartnerMatrix has helped evolve the betting industry’s understanding of affiliate marketing. The main focus of PartnerMatrix’s team is to ensure uninterrupted and transparent operation of the system – taking into account all market risks. “There are many issues in the affiliate industry as in any other industry. Shaving, which refers to cutting down the commissions, is the main concern of any affiliate and nowadays with real-time software, it is easy to find out whether an operator does that or doesn’t.

“Another noteworthy factor is the conversion and monetization of the traffic – the better is the monetization, the more affiliates will promote the brand. However, it’s equally important to protect operators from unfair affiliates by providing effective anti-fraud tools.”

With 60,000 affiliates around the world and 7 million players, PartnerMatrix services more than 100 operators from different jurisdictions and the brand is keen to continue this growth.  Nikoghosyan attributes at least some of the brand’s success to constantly improving their software as well as fierce loyalty to contributing to its clients’ businesses.

He concluded: “We think we’ve had a fair amount of success in the last years, and the numbers are showing very clearly that we enjoy the trust of our clients, affiliates and players.  At the end of the day, this is the most crucial aspect of this business, which is mainly based on referrals.”

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EveryMatrix Press Releases

EveryMatrix celebrates 5 years of educational project Kids Academy

George Miller

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EveryMatrix celebrates 5 years of educational project Kids Academy
Reading Time: 2 minutes

 

EveryMatrix is celebrating five years of its corporate social responsibility programme Kids Academy, a project which aims to offer Romanian children the chance to access quality education that would be otherwise unavailable to them, in three main domains: Computer Science, Mathematics and English.

Since 2015, EveryMatrix provides educational services in IT, Math and English in two-day centres for children, managed by Bucharest’s Child Protective Services. Earlier this year the company got involved in the third centre in order to grow the number of beneficiaries. Each centre now has a modern computer laboratory where kids can learn how to master technology. In 2019, Kids Academy evolved into a Non-Governmental Organization (NGO) and is now aiding over 100 pupils per year.

EveryMatrix recruited three skilled full-time teachers to help the children learn valuable information which will help them later in their academic and professional lives. Moreover, the company now guides a group of 10 teenagers who’ve shown great progress and interest in the courses, and even hired one of them part-time. The group is taking Advanced JavaScript classes and regularly participates in International Robotics contests (First Lego League), Mathematics Contests, and Olympiads.

Ebbe Groes, Group CEO of EveryMatrix, comments: “This project started almost 5 years ago when we’ve decided to be more involved in the community, and what more suitable way than to take care of the future generation. Our three teachers are helping the kids to do their homework; they host interactive learning classes and are there to assist the kids overcome rough times in their family life by counselling them.

“Beside sponsoring the centres with modern equipment and supporting the kids to travel to contests, we are also hosting fundraising events for them, such as Baking Day or Let’s Play D’Arts, where employees get involved and spend time helping the cause. We’ve seen amazing results, kids who made great progress in both their personal and academic lives, and we are committed to keep and expand this project for many years.”

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EveryMatrix Press Releases

EveryMatrix expands into the Spanish market with CasinoEngine

George Miller

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EveryMatrix expands into the Spanish market with CasinoEngine
Reading Time: < 1 minute

 

EveryMatrix is thrilled to announce the successful completion of the technical assessment of its flagship product CasinoEngine in Spain. By offering a large selection of Spanish certified casino vendors as well as integration platform services, CasinoEngine can now assist operators in their endeavours of entering the Spanish online casino market.

CasinoEngine is fully certified and complies with the technical, security, and vulnerability standards imposed by the Dirección General de Ordenación del Juego (DGOJ).

Stian Hornsletten, Group Chief Commercial Officer of EveryMatrix, commented: “Helping casino operators to enter new jurisdictions is a key objective of our long-term plans. We are happy to be setting our footprint into new regulated markets and prove that our technology can be effectively adapted to meet specific regulatory requirements.

“Our casino product is ready to be offered to operators in one of the fastest growing markets in Europe, and this is a fantastic development for CasinoEngine, allowing us to strengthen our presence in Europe and unlock new opportunities for online operators.”

Currently, EveryMatrix holds licenses or certificates to act as a software provider to licensed operators in Malta, The United Kingdom, Denmark, Romania and Curacao. Moreover, CasinoEngine is complying with several jurisdictions including Sweden, Norway, Armenia, Georgia, Lithuania, and now Spain. CasinoEngine is also Schleswig-Holstein integrated and remote gambling certified.

CasinoEngine focuses on streamlining the processes around content aggregation and provides top-notch services to a variety of large operations including Norsk Tipping, Tipico, Wunderino, and mybet.

 

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