EveryMatrix: New year same goals – we will innovate and push boundaries

To mark the beginning of 2025 and look ahead towards ICE 2025, EveryMatrix Group Head of Communications James Bennett chats to SBC News to discuss the supplier’s biggest achievements and to preview the year ahead. Bennett notes that while the company is always seeking to push boundaries and innovate, its goals for 2025 remain the same as in 2024. It will seek to grow and retain its client base and help its partners reach new heights. 

SBC: 2024 was an important year for EveryMatrix, with new products, new customers and M&A activity. How do you go about following this up in 2025 and continuing to make progress on your long-term objectives?

James Bennett: It’s always a tough act to follow up on such a successful year – as you’ll see in our end of year results out during ICE – but we’re looking to significantly build on that in 2025 in multiple ways including:

• Further leveraging our three acquisitions (DeepCI, now PartnerMatrix Intelligence; FSB Technology; Fantasma Games) to both grow and diversify our customer base across markets such as the UK & Ireland, Africa, Eastern Europe, US & Canada, Latin America to name a few. They have all added more strength in depth to our range of products, enabling us to further innovate in areas such as data intelligence, game development and betting technology, broaden our range of customers, and to win larger clients in new territories.
• Games development will be a big focus for us following the acquisition of Fantasma and their experts team of more than 50 people. We will accelerate our games production and further empower many more global operators with unique content alongside the world’s largest real-money library of games with more than 30,000 titles to choose from.
• The acquisition of FSB has already seen us migrate many of their customers to our technology, while also triggering several new deals. It has also propelled the development of new products that we will add to our offering across 2025, including horse racing which will open even more doors for new and existing partners.
• Our Casino division will also launch EngageSuite, a range of six versatile loyalty and gamification tools that can be used individually or combined for greater impact, designed to create seamless, cross-vertical player experiences. Once an operator configures each journey’s framework, players then take the reins, personalising their experience by selecting the perks they value most and using them to enhance their gameplay. One of the highlights of the EngageSuite is the recently launched LoyaltyEngine that player loyalty through coins and a customisable shop system. Players earn Experience Points (XP) to unlock new levels and benefits while collecting spendable coins to redeem for merchandise, digital rewards, and more. Operators can configure earning rules, expiration settings, and rewards to tailor engagement strategies. 

SBC: As the industry gathers in Barcelona for ICE 2025, what key messages will EveryMatrix be taking to the Fira and what can readers expect from the EM stands? 

JB: In the 17 years we’ve been in business and attending ICE this one will be our biggest with triple the exhibition space compared to 2024 across three stands instead of just one group stand.

They will focus on three areas:

• our core EveryMatrix brand that includes flagship turnkey and best-of-breed products CasinoEngine, SlotMatrix boosted by Fantasma Games and player account management technology GamMatrix (stand number 2G32)
• a dedicated stand for our rapidly growing sportsbook and data feeds division OddsMatrix (5K10)
• and a third space for affiliate management platform and data tracking technology PartnerMatrix at the adjoining iGB Affiliate show (K36) from 20th to 23rd January 2025.

The EveryMatrix stand is designed for visitors to enjoy the ‘Everything is Possible’ experience across several touchpoints including:

• Interactive video content, demo pods, and customer success stories detailing EveryMatrix’s largest turnkey and best-of-breed projects and how its clients have achieved record numbers because of its advanced technology
• ‘EveryMatrix Effect’ presentation area. Based on the video learning series between EveryMatrix and iGaming Business, experts from the industry’s fastest growing technology provider will present live workshops on how operators can navigate the most pressing challenges in online casino and sports
• a stunning networking cocktail bar area and boardroom-style meeting space
• a purpose-built shop where attendees can exchange branded coins for a wide selection of EveryMatrix merchandise to ensure an unforgettable ‘Everything is Possible’ experience. Based on EveryMatrix’s new LoyaltyEngine cross-vertical suite of loyalty tools that boost player engagement, retention and lifetime value, the more areas visitors experience, the higher value rewards they can claim.

Just a five minute walk away is the OddsMatrix stand (5K10) centring on an atmospheric sports bar serving the best Barcelona beverages, surrounded by official memorabilia. This is accompanied by tier-1 customer case studies from three of our largest projects of the last year displaying how our technology has helped customers migrate millions of players from underperforming legacy platforms to our sports-led turnkey software that is delivering record results. Delegates will also be treated to one-on-one live demonstrations of our full sportsbook environment including the latest omnichannel journey which we can now show following the go live of our first retail-online-mobile customer Arena Casino.

SBC: This event offers you an opportunity to set out your stall for the year, so what are EveryMatrix’s group-wide goals and missions for the year? 

JB: Our goals and overall mission remain the same, to retain and always look to grow our customers as much as possible which, in turn, ensures we continue to grow and push forward as a business; to deliver our technologies in the most efficient and effective way with maximum uptime and exceed customer expectations; and to continue to innovate and push the boundaries, offering our partners the best of breed technology and software while maintaining the highest compliance and safe gambling standards.

SBC: Finally, what big industry trends do you foresee this year and how will EveryMatrix aim to be a key part of these conversations?

JB: The biggest opportunity for us is to continue to accelerate the migration of customers from legacy and/or underperforming technology onto our turnkey platform solutions.

 A rising number of Tier-1 operators are coming to us and saying how dissatisfied they are with their providers and telling us they need a scalable, robust platform and best of breed products, such as ours, that can both enable them to overcome and deliver against the technical challenges of increased regulation and compliance and take their brand(s) to the next level.

They’ve all seen what we can do and what we’re doing for some of the largest operators and lotteries in the world and they want to reach the same market leading position in their territories. We’re here for that reason we expect many more brands to leave competitors and flourish when using our technology.

In terms of trends we don’t expect them to deviate much from what we’ve been hearing and discussing for much of 2024. Among the chatter around stands and the bars in Barcelona will of course be the inescapable impact of AI, what tools are out there and how they are being used as well as areas where AI could have the biggest impact; safer gambling being a must have rather than a nice to have several years ago; regulators discussing the rise of the black market across various territories and its impact on channelisation as well as player safety; and US brands will still be talking about the increase in sweepstakes popularity and the potential impact new non-gaming/crypto/financial prediction brands will have as they look to take market share away from traditional betting and gaming operators.