SBC News Voice of the Sports Betting Industry
EveryMatrix has partnered with BetTOM, a newly launched betting operator in the UK, which has now fully integrated the provider’s turnkey solution.
The newcomer has laid out ambitious growth plans for the fiercely competitive local market, with a strong focus on personalised marketing activations.
Headquartered in East Sussex and owned by Bet Tom Limited, the operator was granted a UKGC licence in February this year then made its official debut in May.
Paul Colley, BetTOM CEO, commented: “As we prepare to roll out big plans in the UK, partnering with an industry-leading, tier-1 technology partner like EveryMatrix was essential.
“EveryMatrix has made significant strides in the UK market, and we’ve been impressed by the transformative capabilities of their turnkey products and dynamic horse racing product. We’re confident their technology will play a key role in helping us grow into a recognised betting brand in the UK.”
The news comes just four weeks after EveryMatrix opened its new London office – where it was first founded 17 years ago. The company has increased its workforce by more than 40% since last year.
The brand has also recently made its full horse racing solution available to operators through its sportsbook OddsMatrix. Operators have gained access to the solution’s racing features as well as EveryMatrix’s technology stack.
Ebbe Groes, Group CEO and Co-Founder, EveryMatrix, added on the new deal with BetTOM: “We’re proud to welcome BetTOM to the EveryMatrix platform and look forward to playing a pivotal role in their growth journey.
“Paul and the team have overseen one of the most impressive launches of a new brand on our platform and BetTOM has, within just a month, become an important addition to the EveryMatrix family.”
A saturated online market
In the UK, the online gambling industry has seen around ten new bookmakers launched this year so far, such as Dabble, EasyBet and Puntit, to name a few. This is in line with historical estimates of around 20 – 30 new UK bookmakers annually.
Even with recent measures such as stricter advertising restrictions and enhanced affordability checks, the British betting industry continues to thrive driven by innovation and new technology such as micro-betting and social betting experiences, for example.
BetTOM may be hoping to stand out in this highly saturated and competitive space, which is also undergoing a significant regulatory shift as the recommendations of the Gambling Act review are implemented, by integrating EveryMatrix’s tech solutions.
