Despite the challenges of regulatory uncertainty and a new burdensome tax framework, the UK betting sector remains a key focus for gaming technology firms like EveryMatrix.
The London-founded, Malta-headquartered business has signed four deals with UK companies over the past year – BetGoodwin, BetTOM, FitzBet and Ken Howells.
Its latest partnership is with BetAhoy, a relative newcomer to the UK betting space having been incorporated in August 2025 according to Companies House and securing a Gambling Commission licence in December 2025.
The company is one of a small group to have braved the changing circumstances in the UK over the past year, securing its Commission licence just a month after Rachel Reeves, Chancellor of the Exchequer, announced that taxes on online gaming would go up from April 2026.
“BetAhoy is an exciting partner and the first UK brand to launch with our new front-end,” said Jonas Groes, Co-Chief Executive Officer of EveryMatrix.
“Our UK expansion is strong with a significant number of turnkey success stories including BetGoodwin, Ken Howells, FitzBet and BetTOM.”
EveryMatrix has been taking a two-pronged approach to identifying and working with industry partners – signing deals with tier one operators, and signing large turnkey deals with companies of various sizes.
The firm’s deal with BetAhoy covers a broad spectrum, encompassing sportsbook, casino, platform and affiliate management capabilities, with additional support from EveryMatrix’s UK-based teams.
Additionally, BetAhoy has become the first EveryMatrix UK partner to launch its new front-end. EveryMatrix states that the product offers distinctive, high-speed player experience tailored to each individual brand.
Sam Carrington, CEO, BetAhoy, said: “EveryMatrix has shown clear momentum in the UK and their technology gives us the platform, products and support needed to launch with confidence.”
