EveryMatrix expands UK reach with BetTOM deal

Global iGaming technology provider EveryMatrix has signed a significant multi-year agreement with emerging UK-based operator BetTOM, further strengthening its presence in the competitive UK gambling sector. The deal marks a major development in EveryMatrix’s expansion strategy, as BetTOM is now fully live with a comprehensive, end-to-end turnkey solution provided by the supplier.

This agreement comes on the heels of EveryMatrix's recent infrastructure expansion, including the opening of a new central London office and the acquisition of new client accounts across regulated markets. The collaboration with BetTOM underscores the supplier’s ambition to secure a long-term foothold in one of the world's most mature and regulated gambling markets.

BetTOM emerges as a bold new brand for UK casual bettors

BetTOM, led by seasoned gambling executive Paul Colley, is positioning itself as a brand focused on personalization, user-centric marketing, and entertainment for recreational punters. According to Colley, the objective is to offer a differentiated experience in a crowded market, one that prioritizes data-driven marketing strategies and real-time operational agility.

The operator intends to capitalize on EveryMatrix’s robust technology infrastructure to manage its sportsbook, casino, player account management (PAM), payments, affiliate systems, and front-end development—features that are all included in the supplier’s full turnkey offering.

By integrating the entire tech stack under one umbrella, BetTOM aims to generate revenue more rapidly and scale operations with precision, ultimately targeting long-term market share in the UK’s online betting and gaming landscape.

Turnkey solution offers real-time control and scalability

EveryMatrix’s platform enables BetTOM to maintain full control over its operations while benefiting from advanced automation tools and modular flexibility. This includes access to OddsMatrix, the sportsbook solution; CasinoEngine, for content aggregation and casino management; GamMatrix, which manages player wallets and compliance; and BonusEngine, a unified reward and engagement system.

The solution is designed to allow operators to rapidly adjust to customer behavior, streamline promotions, and automate risk management, providing a key edge in an environment marked by intense regulatory scrutiny and shifting player expectations.

Continued UK momentum following FSB acquisition

The BetTOM partnership comes shortly after EveryMatrix’s acquisition of FSB Technology, a move that significantly bolstered its B2B sports betting capabilities in the UK. The integration of FSB’s technology assets and workforce has enabled EveryMatrix to refine its offering, particularly in the domain of horse racing—a cornerstone of UK betting culture.

The company has also launched a proprietary horse racing platform, which has been well received in initial trials, and is already live with other tier-1 clients in regulated markets.

Group CEO and co-founder Ebbe Groes emphasized the significance of the BetTOM launch, describing it as one of the most successful brand rollouts on the EveryMatrix platform in recent history. Groes noted the rapid activation of services and the seamless go-live process as key milestones in what is expected to be a long-term commercial relationship.

Leadership perspectives on the partnership

Ebbe Groes, Group CEO, EveryMatrix:

“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.

Following our acquisition of FSB Technology and launch of our racing solution, we’re rapidly growing our UK presence.”

Paul Colley, CEO, BetTOM:

“As we prepare to roll out big plans in the UK, partnering with an industry-leading, tier-1 technology provider 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.”

Regulatory alignment and responsible gaming integration

Both companies have affirmed their commitment to responsible gambling and regulatory compliance. EveryMatrix’s modular systems are designed with built-in features for meeting local jurisdictional requirements, including affordability checks, self-exclusion tools, and Know Your Customer (KYC) protocols.

For BetTOM, these features are critical in establishing a trustworthy brand in a market where regulatory enforcement has become more stringent, and where the UK Gambling Commission has intensified its oversight of both established and new operators.

The competitive UK landscape and innovation strategy

With dozens of licensed operators already active in the UK, any new entrant must either bring technological differentiation or a sharply focused marketing approach. BetTOM is aiming to do both.

Leveraging EveryMatrix’s experience serving clients such as WLA (World Lottery Association) lotteries, the operator hopes to tap into proven frameworks for customer acquisition, loyalty, and cross-channel engagement. BetTOM’s marketing roadmap is expected to lean heavily on personalized offers, predictive analytics, and segmentation strategies—all powered by real-time data flowing through the platform.

BetTOM’s future trajectory and market expectations

Though only newly launched, BetTOM has already generated interest in the iGaming sector due to the caliber of its technology partner and the ambition of its leadership. The company is expected to roll out more customer-facing features over the coming quarters, including mobile-first enhancements, affiliate partnership portals, and native horse racing content.

The partnership will also explore omnichannel capabilities, aligning retail and digital operations—an area where EveryMatrix has been expanding its portfolio.

As UK gaming operators continue to adapt to market pressures and shifting player behaviors, those who can offer agility, personalization, and regulatory integrity are poised to gain an edge. The partnership between BetTOM and EveryMatrix demonstrates a well-aligned strategic vision, combining robust infrastructure, regulatory compliance, and technological innovation to establish a strong foundation for entering the market.

Conclusion

The partnership between EveryMatrix and BetTOM marks a strategic advancement in the evolving landscape of the UK’s regulated iGaming market. By combining BetTOM’s market ambitions and customer-centric approach with EveryMatrix’s proven technological infrastructure, the collaboration sets the stage for sustainable growth, operational efficiency, and regulatory alignment.

In a jurisdiction where compliance, player protection, and product differentiation are more important than ever, this alliance exemplifies how new entrants can successfully navigate complex market conditions by aligning with experienced, innovation-driven partners. The integration of EveryMatrix’s full turnkey solution empowers BetTOM not only to launch effectively but also to scale responsibly while delivering value to players through personalization, speed, and trust.

As the UK market continues to mature, partnerships like this one—grounded in technology, experience, and mutual strategic vision—will likely define the next phase of growth for both emerging operators and established providers alike.

FAQs

What is BetTOM?
BetTOM is a newly launched UK-based online sports betting and casino brand led by Paul Colley, focused on recreational players and personalized user experiences.

Who is EveryMatrix?
EveryMatrix is a global iGaming technology provider offering modular and turnkey solutions for casino, sportsbook, payments, and player management across regulated markets.

What does the EveryMatrix turnkey solution include?
The solution includes sportsbook software, casino content aggregation, player account management, payments integration, bonus systems, and real-time analytics.

Why did BetTOM choose EveryMatrix?
BetTOM selected EveryMatrix for its scalable, compliant, and customizable platform, as well as its proven track record in the UK market.

What are BetTOM’s growth plans?
BetTOM plans to expand its footprint in the UK by targeting recreational bettors through data-driven marketing and differentiated content.

How does this deal affect EveryMatrix’s UK presence?
It significantly strengthens EveryMatrix’s position in the UK, especially following its acquisition of FSB Technology and launch of a proprietary horse racing platform.

What role does horse racing play in this partnership?
Horse racing is a key part of the UK betting market, and EveryMatrix’s proprietary platform enables BetTOM to offer competitive racing products.

Is BetTOM licensed in the UK?
While licensing details were not disclosed in the announcement, launching in the UK typically requires prior approval from the UK Gambling Commission.

What makes EveryMatrix different from other suppliers?
EveryMatrix offers a modular, API-driven architecture with fast integrations, real-time control, and robust regulatory tools.

What are the compliance features in the EveryMatrix platform?
The platform supports KYC, AML checks, self-exclusion tools, responsible gaming features, and regulatory reporting—all vital for operating legally in the UK.