EveryMatrix Powers Up UK Deals as Data Reshapes Its Role

If you play on a few of the less flashy UK-licensed sites, there’s a decent chance the technology underneath is quietly changing hands. iGaming platform supplier EveryMatrix has spent 2026 locking in a run of operator deals, including two UK brands, while its co-chief executive sets out a plan to turn the supplier into something closer to a data consultancy than a straightforward software vendor.

What’s been released

Speaking from EveryMatrix’s Copenhagen office, co-CEO Jonas Groes talked through a year of expansion for the Malta-headquartered platform provider.
The company has spent much of 2026 entrenching its position, with deals now in place with a range of iGaming operators including BetCenter in Belgium, Cashpoint (now Merkur Bets) in Denmark, betTOM and Fitzbet in the UK, and major multinational firm Betsson.

Groes told SBC News that the company had had a really good year from a sales perspective, with sales increasing quite significantly.

Groes joined EveryMatrix at the start of this year as co-CEO alongside his brother and company co-founder Ebbe Groes, having spent over a decade at professional services firm EY before making the move.
The pair have set out a plan to turn EveryMatrix into a top-three global iGaming platform provider by the end of the decade.

What’s changed

The UK deals sit alongside a broader European rollout of EveryMatrix’s omnichannel technology. On 7 October, Merkur Bets (formerly Cashpoint) went live on the supplier’s platform across its Danish retail and online estate, with the migration covering more than 1,000 betting terminals in over 230 shops alongside an online sportsbook and casino. Belgium’s Betcenter is following the same path:
the agreement sees EveryMatrix replace Betcenter’s legacy in-house sportsbook platform with its full technology stack, migrating customer operations and introducing a new front-end designed to deliver a more seamless betting experience across channels.

What’s notably different this time is the framing. Rather than positioning itself purely as a content and platform supplier, Groes argues data analysis is letting EveryMatrix shift up the value chain.
He believes successful use of data is allowing the company to do more than supply products to operators, describing EveryMatrix as increasingly working on the consulting side as well as being a supplier, helping clients realise value in their target markets.

As he puts it, moving from more of a supplier role lets the business lift itself in the value chain, looking at clients’ businesses and player behaviours to help operators understand their players better.
In practice, that means the products operators plug into their lobbies and sportsbooks are increasingly shaped by what the data says players in a given market actually want.

Where it fits

EveryMatrix is no stranger to UK deals or acquisitions.
The company acquired UK-based betting and iGaming platform FSB in an all-cash deal last year, followed by games studio Fantasma Games.

EveryMatrix supplies online gambling platforms, products and software to online casinos, sportsbook operators and state-owned or private lotteries
, and the betTOM and Fitzbet signings extend that UK footprint at a time when operators are weighing up building in-house against buying in ready-made platform and content stacks.

Beyond the UK, the direction of travel is clearly international.
Groes pointed to new doors opening across the global iGaming industry even as one market closed in Brazil, with Finland’s long-awaited iGaming market set to go live next July.
Combined with its Nordic and Belgian retail wins, the pattern suggests UK operators running on EveryMatrix’s stack should expect more frequent product refreshes as the supplier leans harder on the player data it’s gathering across all those markets.

Sources

• iGaming Business – EveryMatrix co-CEO Jonas Groes on how data can move suppliers up the iGaming value chain
• SBC News – Jonas Groes, EveryMatrix Co-CEO: keeping close tabs on global prospects
• SCCG Management – EveryMatrix Reports Strong 2026 Sales Growth and Targets Finland, New Zealand, Austria for 2027
• SBC News – EveryMatrix agrees sportsbook deal with Merkur Group-owned Betcenter
• Gaming.net – Danish Launch Puts Merkur Bets on EveryMatrix Platform Across 230 Shops
• Wikipedia – EveryMatrix
• iGaming Business – EveryMatrix co-CEOs map out 2030 ambitions