PartnerMatrix brings Agent System to Broadway Platform

PartnerMatrix has announced an exclusive collaboration with Broadway Platform, the Player Account Management (PAM) platform developed by SPRIBE. The agreement is designed to extend the availability of the PartnerMatrix Agent System across Broadway Platform's international operator network, giving businesses additional tools to manage both affiliate marketing and offline agent operations within a unified environment.

The collaboration reflects the continued evolution of customer acquisition strategies across the online gaming industry. As operators seek more efficient ways to manage multiple traffic sources, integrated technology solutions are becoming increasingly important for improving oversight, operational efficiency and long-term scalability.

A strategic collaboration for operator growth

PartnerMatrix, which operates as part of the EveryMatrix Group, has entered into an exclusive agreement with Broadway Platform to introduce its Agent System to operators using Broadway's Player Account Management platform.

Broadway Platform, developed by SPRIBE, serves operators across multiple international markets. Through this collaboration, its clients will gain access to technology that enables the management of agent-based acquisition programmes alongside traditional affiliate marketing activities.

The integration aims to provide operators with a more comprehensive view of customer acquisition channels while supporting markets where offline agent networks continue to play a significant commercial role.

Bringing affiliate and agent management together

Modern gaming operators often rely on several acquisition channels to attract and retain customers. Digital affiliates remain a key source of traffic in many regulated markets while agent-driven acquisition continues to be widely used across several emerging regions.

The PartnerMatrix Agent System has been developed to combine these activities within a single operational framework.

According to the companies, the platform allows operators to monitor agent performance, oversee commission structures and review player activity through one connected ecosystem. By consolidating these functions, businesses can simplify operational processes while maintaining greater visibility across multiple acquisition channels.

The technology has also been designed to support scalable growth across different jurisdictions and business models, allowing operators to adapt as their market presence expands.

Supporting markets where offline acquisition remains important

While digital marketing continues to dominate many mature online gaming markets, offline acquisition remains an established strategy in several regions around the world.

In these jurisdictions, local agents often play an important role in introducing new customers, maintaining relationships and supporting player engagement. Managing these networks effectively requires dedicated tools that provide transparency, reporting capabilities and structured commission management.

The collaboration between PartnerMatrix and Broadway Platform is intended to address these operational requirements by giving operators access to technology specifically designed for both online affiliates and offline agents.

This combined approach may help operators maintain consistent oversight while reducing the complexity of managing multiple acquisition systems separately.

Expanding the PartnerMatrix ecosystem

PartnerMatrix has continued to expand its portfolio of affiliate and partner management solutions as operators increasingly seek integrated technology ecosystems rather than standalone products.

The Agent System forms part of the wider PartnerMatrix platform, enabling operators to manage different partner relationships through connected software rather than multiple independent systems.

The company states that this integrated approach provides greater operational efficiency while supporting business growth across various international markets.

For Broadway Platform clients, access to these capabilities adds another layer of functionality that complements the platform's existing Player Account Management offering.

Executive comments on the collaboration

Vahe Khalatyan, Head of PartnerMatrix, welcomed the agreement and highlighted its importance for expanding the platform's international presence.

“We are pleased to launch this collaboration with Broadway and expand the reach of our Agent System to a wider network of operators.

“Operators increasingly need stronger control across both online and offline acquisition channels and this collaboration helps bring that capability to more partners globally.”

His comments reflect the industry's increasing emphasis on unified management tools capable of handling diverse customer acquisition strategies within a single operational environment.

Broadway Platform sees value for global partners

Broadway Platform also views the collaboration as an opportunity to strengthen the technology available to its operator network.

Giorgi Samkharadze, Director at Broadway Platform, commented:

“We’re constantly looking for ways to help our partners grow more efficiently across diverse markets. The PartnerMatrix Agent System offers operators a powerful framework for managing both affiliate and agent-driven acquisition within a single ecosystem.

“As our global footprint continues to expand, particularly across emerging markets where offline traffic remains highly influential, we see significant value in providing our partners with access to scalable solutions that support sustainable growth.”

The statement highlights Broadway Platform's focus on delivering technology that supports operators across markets with varying customer acquisition models.

Growing demand for integrated acquisition management

The online gaming sector continues to evolve as operators expand into new regulated and emerging jurisdictions. Different markets frequently require different customer acquisition strategies, creating demand for flexible management platforms capable of supporting diverse operational requirements.

Integrated affiliate and agent management solutions can help businesses centralise reporting, improve transparency and simplify commission administration while providing management teams with more comprehensive operational data.

Although the effectiveness of any technology platform will ultimately depend on each operator's specific business model, the collaboration demonstrates how suppliers are responding to industry demand for increasingly connected software ecosystems.

What the collaboration means for operators

For operators using Broadway Platform, the agreement introduces additional functionality without requiring separate standalone systems for affiliate and agent management.

Access to the PartnerMatrix Agent System may assist businesses in organising acquisition programmes more efficiently while supporting operational oversight across multiple traffic sources.

The collaboration also reflects the continued trend toward technology partnerships that combine specialist expertise from multiple providers to deliver broader solutions for operators.

As online gaming markets continue to develop globally, integrated management platforms are expected to remain an important component of operator infrastructure.

Conclusion

The exclusive collaboration between PartnerMatrix and Broadway Platform represents another step in the ongoing development of integrated technology solutions for the online gaming industry. By combining affiliate management with agent-based acquisition tools, the agreement provides operators with access to a broader operational framework capable of supporting different market requirements.

As operators continue expanding across both established and emerging jurisdictions, technology that improves visibility, scalability and operational efficiency is likely to remain a strategic priority. The collaboration illustrates how platform providers are working together to deliver more connected ecosystems that support sustainable business growth while adapting to evolving acquisition models.

FAQs

What is PartnerMatrix?
PartnerMatrix is an affiliate and partner management platform that is part of the EveryMatrix Group and provides tools for managing affiliate and agent acquisition programmes.

What is Broadway Platform?
Broadway Platform is a Player Account Management platform developed by SPRIBE that supports gaming operators in multiple international markets.

What is the purpose of this collaboration?
The collaboration expands access to the PartnerMatrix Agent System for operators using Broadway Platform, allowing them to manage affiliate and offline agent activities within one ecosystem.

What is the PartnerMatrix Agent System?
It is a technology solution designed to help operators monitor agent performance, commission structures and player activity alongside affiliate management.

Who can benefit from this agreement?
Gaming operators using Broadway Platform may benefit from additional acquisition management capabilities through the PartnerMatrix Agent System.

Why are offline agents still important?
In several emerging markets, offline agents continue to play a significant role in customer acquisition and player engagement.

Does this collaboration replace affiliate marketing?
No. The solution is intended to complement affiliate marketing by enabling operators to manage both affiliates and agents together.

Who developed Broadway Platform?
Broadway Platform was developed by SPRIBE.

Is this collaboration exclusive?
According to the announcement, the collaboration between PartnerMatrix and Broadway Platform is exclusive.

How does integrated acquisition management help operators?
Integrated platforms can simplify reporting, improve oversight and allow operators to manage multiple acquisition channels through a single system.