Industry platform provider EveryMatrix has upheld a promise to strengthen its compliance processes and procedures by striking a new partnership with beBettor.
Just last week, EveryMatrix was hit with a UK Gambling Commission (UKGC) suspension of its B2C licences, which will stand until it can demonstrate that it has taken steps to be fully compliant with its social responsibility obligations.
“EveryMatrix sees this licence review as an opportunity to further strengthen its compliance processes and procedures,” read the press response. “The company is taking the UKGC’s concerns extremely seriously and has already taken swift and effective actions to address the Gambling Commission’s concerns sufficiently.”
The newly agreement with beBettor – a tech startup that helps operators to understand how much their customers can afford to gamble – is, therefore, part of this action to improve operational compliance and, in turn, bring about the lifting of the suspension.
London-based beBettor not only checks player affordability based on information provided by players and their actions on a single website but can also cross-reference player actions on other sites that are connected to their network.
Ebbe Groes, EveryMatrix CEO, said: “We’re excited to work with beBettor on this novel idea. We believe it will help not only players on EveryMatrix brands but that this can help drive an industry-wide push for better affordability checks for the UK players.
“Problem players will often have many accounts and the only way to spot and take action will be for us all to work together for a safer gambling experience.”
Harry Cott, beBettor CEO, commented: “Affordability and operators’ social responsibility towards customers is an industry-wide challenge which we are delighted to start solving with EveryMatrix in a collaborative way.
“Given the average online gambler in the UK now has 4 accounts, isolated operator action will not sufficiently reduce gambling-related harm long-term.
“That’s why we’re building a networked approach to understanding customers affordability, which will help beBettor operators power the next generation of their social responsibility policies and procedures for customer interaction. We’re very happy EveryMatrix has decided to join the network and shape the future of sustainable gambling.”