EveryMatrix boosts UK presence with new location

EveryMatrix has advanced its international growth strategy by unveiling a new office in the heart of London, marking a return to the city where it was first established almost two decades ago. This latest development signals not only a strategic move to strengthen its presence in the UK but also a meaningful return to its origins. The London office reinforces EveryMatrix’s continued growth and highlights its commitment to becoming a dominant force in the international sports betting and iGaming technology space.

A return to where it all began

Founded in London in 2008 by industry veterans Ebbe Groes and Stian Hornsletten, EveryMatrix has since evolved into a multinational enterprise serving clients across regulated markets worldwide. While the company’s headquarters later transitioned away from the UK, the emotional and symbolic significance of London remained. Now, 17 years later, the company has officially re-established its presence in the British capital with the launch of an impressive office space located in the prestigious HYLO building in Old Street.

This move brings the company back to its original founding location—both literally and figuratively. As EveryMatrix continues to scale its global operations, this London re-entry represents not only business growth but also a nod to the company’s formative years and enduring connection to the UK market.

HYLO: London’s modern commercial icon

Situated in the heart of Shoreditch, one of London’s most vibrant and innovative districts, the newly occupied HYLO building has quickly become a symbol of the city’s modern architectural and commercial evolution. Rising high above the bustling Old Street Roundabout, the HYLO tower comprises 258,000 square feet of premium office space, offering panoramic views of the city, cutting-edge design, and a wide range of amenities.

The 25th floor—now home to EveryMatrix’s London office—boasts not only spectacular skyline vistas but also state-of-the-art workspaces designed to support modern hybrid working environments. From collaborative zones and private meeting areas to wellness facilities and rooftop gardens, the HYLO tower caters to the expectations of forward-thinking tech enterprises and creative firms.

EveryMatrix’s choice to establish its new UK hub here signals its intent to align with London’s technology-driven future, while also ensuring its teams enjoy an inspiring and functional workplace that supports productivity, innovation, and well-being.

Building on acquired talent and strategic product development

Among the highlights of the new London office is its role as a base for teams responsible for the company’s sports betting operations—particularly its OddsMatrix division. In a strategic move last year, EveryMatrix acquired key assets from FSB Technology, a well-regarded UK-based sportsbook platform provider. Following this acquisition, many former FSB employees have since joined EveryMatrix and are now integral to its rapidly evolving sports and racing verticals.

These seasoned professionals, many of whom bring decades of experience in odds trading and market management, have been instrumental in developing EveryMatrix’s new horse racing product. Conceived, built, and launched in just six months, this new platform demonstrates the company’s agility, commitment to innovation, and confidence in the capabilities of its London-based trading teams.

The racing product is managed end-to-end by the expert team in London, leveraging their deep knowledge of the sport and betting markets to deliver a comprehensive, cutting-edge solution that rivals traditional legacy platforms.

Advanced racing solution for core markets

The newly developed horse racing product is designed with a clear focus on serving some of the world's most established and active racing jurisdictions. Markets such as the UK and Ireland, which have a rich tradition of horse racing, and South Africa, known for its vibrant betting culture, stand to benefit significantly from this platform.

The solution is characterized by a range of advanced features aimed at elevating both operator control and end-user experience. Among its core offerings are:

• Comprehensive international coverage, with events from leading tracks across Europe, Asia, Africa, and the Americas.
• 24/7 live streaming, ensuring real-time engagement and continuous access to betting opportunities.
• Multiple derivative market options, allowing bettors to engage with varied bet types and outcomes.
• Granular pricing control, enabling operators to adjust odds with precision and optimize margins.
• Cross-product bonusing, integrating racing promotions with other verticals such as casino and sports betting.

Crucially, this racing solution is built to integrate seamlessly with EveryMatrix’s broader platform ecosystem. This enables operators to centralize operations, enhance player personalization through unified data, and deploy scalable promotions across verticals. The platform also benefits from automation features that reduce manual input and streamline operations—an essential asset in high-volume, fast-moving betting markets.

The importance of London in a global growth strategy

The decision to establish a major operational presence in London is rooted in more than nostalgia. As one of the most mature and competitive gambling markets in the world, the UK offers not only regulatory clarity but also access to a wealth of professional expertise, potential clients, and innovation partners. A physical presence in London enables EveryMatrix to strengthen client relationships, enhance regulatory engagement, and tap into the city’s deep talent pool.

Moreover, being located in Shoreditch—London’s tech and creative hub—places the company at the center of the UK’s digital economy. It allows for faster collaboration with fintech providers, marketing firms, compliance experts, and data analytics partners that also call the area home.

The office will serve as a hosting space for client meetings, product showcases, and strategic planning sessions, giving EveryMatrix a well-appointed venue to engage with existing partners and attract new ones.

Continued global expansion and workforce growth

The London opening forms part of a broader wave of global expansion by EveryMatrix in 2024. In March alone, the company launched two additional offices in Southeast Asia—one in Chiang Mai, Thailand, and another in Cebu, Philippines. These locations are part of a growing network that now spans 15 global offices and employs over 1,400 people.

This marks a significant increase from just one year prior, when the company celebrated the onboarding of its 1,000th employee. That milestone coincided with the inauguration of a flagship office in Bucharest, Romania—an environmentally sustainable building designed to house more than 500 staff.

The 40% increase in headcount over the past year is reflective of the company’s aggressive growth strategy. EveryMatrix continues to invest heavily in people, platforms, and partnerships, enabling it to offer increasingly sophisticated solutions across casino, sports, affiliate marketing, and payments.

A culture of innovation, performance, and resilience

EveryMatrix’s journey from a modest London-based startup to a global force in iGaming technology has been defined by its commitment to innovation and its resilience in the face of a rapidly evolving industry. By building a modular and flexible technology stack, the company has positioned itself to serve a diverse range of clients—from national lottery operators to boutique sportsbook startups—across multiple continents and regulatory landscapes.

The return to London is emblematic of the company’s broader ethos: combining deep roots with forward-looking strategies. With the launch of the HYLO office, EveryMatrix aims not just to expand its footprint but to deepen its capabilities in product development, client service, and talent acquisition.

The office’s design—modern, collaborative, and employee-centric—is tailored to support EveryMatrix’s culture of high performance, accountability, and continuous improvement. It also provides teams with access to an inspiring urban environment, boosting morale and enabling face-to-face collaboration in an increasingly hybrid work world.

A milestone that reflects vision and ambition

For EveryMatrix, this latest milestone reflects a larger story—one of consistent growth, strategic reinvestment, and a relentless focus on quality. The decision to reinvest in London was not made lightly; it signals confidence in the market, the company’s long-term vision, and its ability to compete at the highest levels of the global iGaming and sports betting sectors.

The opening of the HYLO office also strengthens the company’s image as a premium technology partner capable of servicing tier-1 operators, regulatory bodies, and government stakeholders. By anchoring its UK operations in one of Europe’s most connected and cosmopolitan cities, EveryMatrix is better positioned to influence industry dialogue, forge impactful partnerships, and shape the future of online gaming.

As the company prepares for further global initiatives in 2025 and beyond, its renewed presence in London serves as both a homecoming and a launchpad. The journey that began in a modest London office nearly two decades ago has now come full circle—with EveryMatrix returning stronger, bolder, and more ambitious than ever.

Conclusion

The opening of EveryMatrix’s new London office is far more than a symbolic return to its founding city—it represents a strategic leap forward in the company’s global growth journey. Positioned in the heart of Shoreditch within the iconic HYLO building, the new workspace embodies EveryMatrix’s commitment to innovation, operational excellence, and long-term investment in key markets. Backed by a talented team, including former FSB Technology experts, and bolstered by the launch of a state-of-the-art racing product, the company is reinforcing its status as a top-tier provider in the iGaming and sports betting landscape.

With a growing international footprint, a rapidly expanding workforce, and a culture rooted in agility and ambition, EveryMatrix continues to shape the future of betting and gaming technology. The London office not only reconnects the company with its origins but also sets the stage for the next chapter of expansion, innovation, and industry leadership.

FAQs

Where is the new EveryMatrix London office located?
The new office is located on the 25th floor of the HYLO building in Old Street, central London.

Why did EveryMatrix choose the HYLO building for its office?
The HYLO building offers a central location, modern amenities, and is situated in the tech-savvy Shoreditch area, making it ideal for a company like EveryMatrix.

What teams are based in the London office?
The office houses various teams including those from the OddsMatrix division and former FSB Technology employees working on the horse racing platform.

What is OddsMatrix?
OddsMatrix is EveryMatrix’s sports betting platform that provides odds, risk management, and now includes horse racing capabilities.

Who are the former FSB Technology employees now working at EveryMatrix?
They are experienced sportsbook professionals who joined EveryMatrix following its acquisition of FSB’s assets in 2023.

What does the new racing product offer?
The product includes global racing coverage, 24/7 streaming, derivative markets, dynamic pricing, and cross-product bonuses.

Which markets is the racing platform focused on?
It is primarily designed for the UK, Ireland, and South Africa, with plans to expand globally.

How many global offices does EveryMatrix have?
As of now, EveryMatrix operates 15 offices across the globe with over 1,400 employees.

When was EveryMatrix founded?
The company was founded in London in 2008 by Ebbe Groes and Stian Hornsletten.

What are the company’s plans for the future?
EveryMatrix aims to continue expanding globally, enhancing its platform, and working with tier-1 clients in regulated markets.