Matt Bastock

EveryMatrix has announced a deal with Norsk Tipping to provide a range of in-house and aggregated content and bespoke casual game development. 

The company has shared that the deal spans two main business areas. The first will see aggregation platform SlotMatrix provide Norsk Tipping and its players with a range of third-party online casino content. 

A Record-Breaking Deal for SlotMatrix

The deal has been noted as the largest in SlotMatrix’s history. It will also provide new and existing in-house titles from company-owned studios. 

This marks an extension of a long-running partnership between Norsk Tipping and EveryMatrix. The companies first signed an agreement in 2016, and EveryMatrix’s CasinoEngine platform has powered the Norsk Tipping casino offering since. 

Ebbe Groes, CEO and Co-Founder of EveryMatrix commented, “I’m delighted Norsk Tipping, one of our most valued partners, has chosen to continue to put their trust in us after almost 10 years of collaboration, and we look forward to even more years working together.”

In addition to utilizing SlotMatrix, Norsk Tipping will also use EveryMatrix Games to push third-party content for its ‘Yezz’ vertical. Yezz provides what’s described as a ‘range of entertaining, mobile-first casual games that appeal to next-generation players.’ The release also notes that Yezz players typically have longer session times. 

Lars Martin Ottesen, Casino Product Manager at Norsk Tipping, said, “We are glad to extend our partnership with EveryMatrix to be able to source casino content that matches our ambitions for years to come. We are confident that EveryMatrix’s expertise will provide great value for Norsk Tipping and support us in our overall content strategy.”

“We look forward to developing the Yezz category further with EveryMatrix as an aggregator of high-quality games that are entertaining and with longer duration,” added Svein-Erik Sæther, Product Manager for Yezz at Norsk Tipping. 

The State-Owned Entity Not Immune to Fines

In October 2024, Norsk Tipping was fined NOK 4.5 million by the Norwegian Gambling and Foundation Authority Lotteritilsynet for an error in which a player was paid NOK 25 million in error. 

The error resulted from an overpayment on Tipping’s KongKasino, which was meant to have a maximum prize of NOK 100,000 and a jackpot of NOK 5 million. The state-run operator did not discover the error until the player notified Norsk Tipping of the mistake.

The regulator acknowledged the potential danger to the individual should it have been paid out to a user who was at risk or experiencing harm from gambling. It commented, “Norsk Tipping did not have good enough security measures linked to prize payouts at KongKasino when the error occurred, and this is a serious system failure.

It continued, “They have subsequently introduced measures, and we have included that in the assessment of the fee.” 

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As a result of the deal, EveryMatrix will provide Golden Nugget Online Gaming with content from its in-house game development studio Armadillo Studios, via direct integration with its SlotMatrix iGaming aggregation solution.

Erik Nyman, President EveryMatrix Americas, said: “We’re delighted to work with such an established brand as Golden Nugget Online Gaming. We look forward to our continued work together in the future as we provide premier content alongside our leading aggregation services.”

It means that EveryMatrix has licences in six North American states and provinces including New Jersey, Michigan, West Virginia, Connecticut, Ontario in Canada and most recently Pennsylvania.

Continuing the expansion of its US footprint, earlier this month EveryMatrix went live with its first aggregation agreement with exclusive partner studio Supremeland through a collaboration with DraftKings in New Jersey.At the time of that expansion, Nyman emphasised that delivering US productivity is “at the core of the EveryMatrix product strategy”.

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As a result of the deal, RubyPlay’s collection of in-house online casino content will become available on EveryMatrix’s aggregation platform, SlotMatrix. 

The games will then be distributed amongst the aggregator’s network of affiliated operators, providing ‘thrilling new opportunities for company growth’ for RubyPlay in several regulated markets. 

Dr. Eyal Loz, CPO at RubyPlay, said: “The integration of RubyPlay’s slots into EveryMatrix’s platform represents a mutually beneficial partnership that will undoubtedly elevate the gaming experience for players. 

“EveryMatrix’s extensive network of international brands combined with RubyPlay’s diverse portfolio of high-quality slots sets the stage for an exciting journey ahead.

“We are confident that this collaboration will open up new avenues for expansion and solidify our position as a leading provider of innovative igaming solutions.”

Through the collaboration, EveryMatrix’s partners will gain access to slot titles such as Immortal Ways Diamonds, Diamond Explosions 7s and Mayan Cache. 

Amund Stensland, COO of CasinoEngine, said: “We are pleased to welcome RubyPlay to our network of global partners, the largest content library in the igaming industry. 

“This collaboration signifies our commitment to delivering the most comprehensive and engaging gaming content to our operator partners and their players.”

EveryMatrix Chief Commercial Officer Bobby Longhurst recently talked to CasinoBeats about the company’s growth in Latin America, detailing how SlotMatrix has already been utilised to target the upcoming Brazilian market.

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And while online casino aggregation has become and ever-increasingly popular phenomenon as operators seek to provide a plethora of content to their players, providing high-quality content tailored to a specific market can prove a tough endeavour. 

This is where companies such as EveryMatrix step in. EveryMatrix provides operators globally with its SlotMatrix gaming aggregation platform and aims to provide localised content that engages players in each specific jurisdiction. 

Ahead of the supplier’s appearance at ICE London 2024, EveryMatrix’s Head of Casino Stian Enger Pettersen speaks with CasinoBeats to highlight how to perfect gaming aggregation, how best to innovate in the online casino space and what delegates can expect to see at its stand next month. 

CasinoBeats: With players seeking more and more choice regarding their slot games, how important is it to offer a varied range of games via an aggregator?

Stian Enger Pettersen: With 15 years of experience integrating, distributing and delivering the most extensive content library in our industry, we’ve learned that a localised content strategy is as vital as having a varied content offering. Each market has its own unique regulatory requirements while each set of local players gravitate towards games that align with their specific cultural preferences. Localised content is king.

Certain markets are more dynamic than others, while conditions and trends evolve rapidly. In our experience, it’s these markets in which operators need to go the extra mile in terms of content offering, meaning personalising their offerings while remaining compliant with local regulations. 

We also recommend operators manage the front-end presentation for players, creating diverse lobby variations, tailoring categories and game order for specific markets and/or player segments, and build web and mobile lobbies tailored for games, live dealer tables, and VIPs to stand out against the competition. To do this effectively, automation is a must.

CB: What does the SlotMatrix aggregator offer to operator partners and how does it differentiate itself from the countless others on the market in 2024? 

SEP: As the industry’s largest aggregator, we pride ourselves on integrating more content than anyone else, integrating 37 new vendors in 2023, which I suspect is a record. Our mission is to continuously offer fresh content. 

Our aggregation division, SlotMatrix, also empowers brands to curate the ideal content for each market, backed by a robust productivity platform, CasinoEngine, offering flexibility, localisation and personalisation. This enables operators to precisely target player segments and to instantly present them with the games they are most likely to enjoy. The platform also facilitates the continuous addition of new content, ensuring players are consistently offered relevant titles.

CB: Slot aggregation is clearly experiencing a boom in the current climate but is there ever a risk of suffering from quantity over quality when providing thousands of titles in one hub? 

SEP: Today, consumer preferences are changing faster than ever. At EveryMatrix we like to stay ahead of the game therefore integrating more content than anyone else ensures we always ride the waves of player behaviour and trends. 

What’s more, we guide each of our clients regarding what content offering they should choose, taking into consideration their target market(s). Therefore, there is no such thing as quantity over quality if you carefully choose what to offer to your players considering their needs.

A game or provider might perform incredibly well in some markets, but less so in others and of course this can change over time depending on multiple factors. One size rarely fits all. There are multiple benefits for our clients of being able to tap into the largest aggregator in the industry including selecting the optimum content mix for specific territories and player segments alongside accessing dedicated SlotMatrix experts who support and advise on the ideal strategy for their brand, accessing exclusive games they cannot find elsewhere, taking their casino strategy to another level with our leading bonusing and gamification tools and APIs that are proven to drive acquisition and retention.

CB: How does EveryMatrix innovate its product portfolio to help operators acquire users and what does it take to effectively retain players?

SEP: We always go the extra mile for our customers, and content offering is no exception. We are in the process of launching a unique arsenal of gamification tools, all under one name: BonusEngine Boosters. 

BonusEngine Boosters is an additional layer of excitement and value for players, seamlessly integrated across all games and providers, offering customisable jackpots, lucky wheel, leaderboards, challenges and free spins.

This suite of engagement tools offers operators complete flexibility to configure unlimited gamification layers, all in one place, as well as brandable interactive in-game widgets that are updated in real-time. 

The new toolset was designed as the solution to help boost acquisition and retention through various features and that can be connected to any type of reward, while reducing retention marketing costs through targeted and fully configurable promotions.

CB: How do you ensure there is a balance between incentivising players to sign up for and keep using an online casino platform and robust responsible gambling mechanisms? 

SEP: Designing and delivering technologies, tools and products that adhere to regulatory and safer gambling requirements is of vital importance to us and we are committed to this across every market we work in with our more than 300 customers. 

Following a rigorous audit process, we became the first iGaming supplier to be awarded World Lottery Association (WLA) Safer Gambling certification. The audit process included providing evidence that both showcased and pledged to abide by and continually implement the WLA’s guiding principles aimed at protecting players.

Our Environmental, Social and Governance (ESG) policy includes a strengthened Safer Gambling strategy to ensure all our nearly 1,000 employees across 12 global offices and all our clients have the necessary tools available to them and are fully informed of the latest research to operate in a responsible and ethical way. 

CB: What can delegates expect to see at the EveryMatrix stand at ICE 2024?

SEP: As the show bids farewell to London in 2024 and ‘ola’ to Barcelona in 2025, prospective customers at this year’s ICE show will be able to experience the complete range of products on our stand (N6-210). Our three core pillars of casino, sports and platform will take centre stage with our experts available across three days to discuss, demonstrate and showcase our comprehensive range of software, features and functionality within these key areas.

Within the casino vertical we will have on-demand demonstrations to showcase our new content enhancement tools and technologies entitled ‘BonusEngine Boosters’. This comprises five elements all aimed to enhance the player experience by adding multiple layers of excitement and engagement to any EveryMatrix or third-party game, across any supplier and any platform, significantly increasing acquisition and retention rates and player lifetime values.

This includes configurable jackpots, available on any game and any supplier; multiple free spins options; tournaments with leaderboards; challenges based on wagering targets; and Lucky Wheel, a configurable tool operators can use to offer their players cash and non-cash prizes depending on their preferences.

Our casino display will also focus on aggregation via SlotMatrix, with access to the largest library of global in-house and third-party content complete with easy, one-time integration, support and ongoing content recommendations plus all the well-known complementary bonus and gamification tools and features that continue to drive record revenues for the world’s biggest iGaming brands.

Book a meeting today with our experts at ICE 2024 on stand N6-210.

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As Armadillo Studios prepares to unleash its latest game Franksylvania today, CasinoBeats caught up with the EveryMatrix-owned developer’s COO David Stoveld to get the lowdown on the horror-themed slot and its many features. 

CasinoBeats: Franksylvania is feature-rich; what would you pick out as the game’s highlights?

David Stoveld: The fun vibe. There is always something going on. Whether our fun bat ‘Frank’ is summoning random colossal symbols, creating wilds, collecting different items, or engaging with the variety of our other features, you will always experience the personality of our dedicated games design team, who went the extra mile to bring joy and laughter to this spooky season. 

CB: The game includes a Trail Bonus, which is reminiscent of a common feature from traditional pub fruit machines. Are there still opportunities to learn from legacy games and adapt their features for the online audience?

DS: The earliest memory I have of this feature is from early in my career, on the mechanical stepper Triple Double Diamond Deluxe With Cheese. It was a fun slot. 

It’s always a good idea to learn from more experienced brands and their successful titles and combine that knowledge to fit with new audiences and the latest technology. It’s fascinating to see mechanics like Megaways and how they took success from the land-based slots and found a way to adapt it to mobile. 

We’ve used our expertise in harnessing the potential of this model to make it work on almost video game-like experiences while still being true to the core of what online gambling players want. The Trail Bonus is the key to tying everything together on this slot, and we plan to take it further in the future, perhaps on a multiplayer mechanic.

CB: Instant Win is another of the title’s features; how does this type of feature help to drive player engagement? And do you expect to see ‘random drop’ type features become a staple of slots as operators increasingly focus on retention?

DS: Instant Win, along with all the other fun features this slot offers, helps players get to know our vampire, Frank, as he takes a page out of all the classic Halloween tales and makes one of his own. 

Random drops and prizes are another chapter we want to get into as we take advantage of all the tools our productivity platform CasinoEngine has to offer, especially in our exciting future projects. 

CB: The game is high volatility; why did you make that choice and why do you think so many new titles now lean that way? 

DS: We also have some nice lower and mid-size wins put into the math for all the random features to keep the player on their toes, but we generally like to have very high win potential. 

It’s been a signature of ours to put massive wins in the story of our most important slots to give players a chance to celebrate a lucky day with more than just a dinner for two. 

CB: Could you tell us about the thinking behind the theme of Franksylvania? And with the game coming out in the run up to Halloween, how difficult is it to stand out from the other horror-themed titles? 

DS: Naturally, if you want to stand out from the crowd, you need to create something unique. Our style and fun spinoff narrative of the typical Halloween is meant to offer players a refreshing experience and new twist this Halloween, and I emphasise again that we have gone above and beyond on this one with so much more than many other studios provide their customers.   

CB: How do you build longevity into a title that could be seen primarily as a seasonal acquisition tool for operators?  

DS: We’re committed to creating lasting impact. Our titles are meticulously designed to surpass seasonal trends, providing operators with a timeless acquisition tool. 

While our games enhance player engagement, our core emphasis lies in crafting unforgettable experiences. We aim to develop content that not only captivates players, but also leaves a lasting impression on their gaming journey, ensuring our titles are cherished over time. 

CB: Franksylvania is available for multiple markets around the world; do you see the game as being particularly well suited to any particular audience?  

DS: Franksylvania will initially launch in eight markets, including Estonia, Georgia, Latvia, Lithuania, Malta, Sweden, Switzerland, and the United Kingdom. With its globally-recognised storyline and perfect timing for Halloween, this slot is bound to capture the attention of anyone who loves this theme and time of year. 

CB: And finally, what can you tell us about Armadillo’s product roadmap for the next few months? 

DS: In the next two months, we plan to release two more titles featuring our well-known Armadillo mascot as the main character. This will draw a great year to a close, during which we launched 11 games. We’ll return in full force in January with new releases bringing the extraordinary to life. 

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Through the expanded partnership, SlotMatrix titles will be available via Livespins, a platform which allows users to bet on and interact with their favourite streamer as they play slot games.

Titles from the content aggregation division of EveryMatrix that will feature on the online casino platform include Aladdin’s Rollover Respins, Fairy Fantasy Exotic Wilds, Wild Willy’s Gold Rush, Hot Hot Honey and The Lioness featuring UFC star Amanda Nunes.

Razvan Haiduc, CEO, Games, SlotMatrix, commented: “Joining forces with Livespins allows us to connect directly with new audiences in a way that is authentic and engaging.

“This is ground-breaking when it comes to how slots are delivered to and experienced by players, and we are delighted to have joined Livespins for what will be an exhilarating ride.”

The integration builds on the existing relationship between Livespins and EveryMatrix. Earlier this year, the two parties began a collaboration which sees operators powered by EveryMatrix’s igaming software, being able to integrate Livespins’ streaming content and gamification features directly into their casino lobbies. 

Michael Pedersen, Chief Commercial Officer at Livespins, added: “The big-name provider partnerships just keep on coming. We are thrilled to welcome SlotMatrix to Livespins and for its games content to reach and engage an entirely new audience of players via our award-winning platform.

“SlotMatrix is looking to leverage our audience of highly engaged players, many of which fall into the Millennial and Gen-Z demographics, and drive awareness of its titles in a new way.

“That we can facilitate this while strengthening our content offering with proven, player favourite slots make this a win-win for both parties.”

SlotMatrix has been expanding the reach of its titles throughout the year so far. Last May, the aggregator was awarded certification for RGS casino content in Bulgaria, giving SlotMatrix the ability to supply games to the country’s operators.

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Forming a content agreement with Spinberry, EveryMatrix will host the provider’s slot releases on its SlotMatrix service, supplying the games to partnered operators around the world. 

Ashley Bloor, Head of Operations RGS Games, EveryMatrix, stated: “Spinberry has developed a variety of successful games with compelling themes and proprietary features that will appeal to a host of our SlotMatrix operator partners. 

“We’re delighted to have them on board and look forward to working closely with them.”

While the deal sees Spinberry become a SlotMatrix exclusive partner, EveryMatrix’s affiliated operators will be able to offer their player bases Spinberry titles that utilise in-house developed mechanics such as Feature Spin.

Stuart Pounder, Managing Director, Spinberry, added: “Adding EveryMatrix to our list of trusted partners allows us to widen our content distribution even further within one of the largest aggregated content platforms there is, so we’re naturally very excited to see what this brings in the future.”

The move comes as EveryMatrix’s latest in a flurry of content deals formed with industry suppliers, as Spinberry adds to recent partnerships with Bang Bang Games and Rogue.

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Through this collaboration, Bang Bang Games will host its igaming titles on SlotMatrix’s aggregation service which is suggested by EveryMatrix to be ‘the world’s largest collection of real money games’.

Ashley Bloor, Head of Operations RGS Games at EveryMatrix, explained: “Bang Bang Games is a studio with distinctive content that players love and with huge potential to create even more smash hits in the future. 

“Our partners will have access to all this content providing them an even more diverse range of titles exclusively available via SlotMatrix.”

Founded in 2020, Bang Bang Games will utilise the SlotMatrix platform to showcase its games to several online casino brands worldwide, with games such as Rainbow Power Potz UltraNudge, Pharaoh’s Gaze and Super Cash Drop Gigablox becoming available. 

Frank McPolin, Managing Director at Bang Bang Games, added: “We’re delighted to join forces with the EveryMatrix team which will provide us with a fantastic route to market and provide the world’s leading brands with access to our content.

“Our games feature big, bold designs that focus on the mechanics and the maths, and presentation that ramps up the adrenaline when the wins start flowing. At Bang Bang Games, we make explosive games for serious players.”

This deal sees Bang Bang Games become the latest supplier to collaborate with EveryMatrix, coming shortly after the latter formed a similar partnership with 7777 gaming. 

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Gross profit during the first quarter of the year increased 14 per cent to €13.9m (2021: €12.1m), driven by a global uptick felt across its casino, sports, and platform businesses as well as a “stabilisation of German revenues after the regulatory changes”.

Ebbe Groes, Group CEO of EveryMatrix, noted: “We have started the year with a strong financial performance across all three business segments, driven by our well-balanced and innovative product offering and broad client base. We saw a record number of new client wins in the quarter with 40 deals signed across all products.

“We continue to invest organically for our next level of growth, mainly in our game studios and the North American markets. On top of the organic investments, we are also looking at M&A opportunities.”

However, EBITDA dropped 14 per cent to €4.8m (2021: €5.6m), to remain on part with its 2021 average, due to continued financing across Spearhead Studios, Armadillo Studios and SlotMatrix in addition to additional US spend.

Net Cash grew from €5.9m in Q1 2021 to €11.1m during the current year, with the company reinvesting positive cash flow in future growth and ensuring that it remains debt-free.

Gross added: “The strength of the EveryMatrix team, the number of active leads, client wins and launches, and new product features, together with our continued investments, both organically and through M&A, make me confident about our growth and financial performance in 2022 and beyond.”

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Following previous igaming positions at companies such as Red Tiger and All41 Studios, Cooke will be tasked in leading the commercial development of SlotMatrix. 

On his appointment, Cooke noted: “Joining a tier-one igaming platform provider such as EveryMatrix is a pleasure, and I’m looking forward to working closely with my colleagues to drive forward this innovative solution. 

“SlotMatrix is the largest casino aggregator in the world, and I’m positive that, together with its talented team, we will bring the product to new heights.”

EveryMatrix’s online platform has a collection of over 175 game game studios, along with its own proprietary content in one single integration. Furthermore, SlotMatrix is said to enable operators to get instant revenues, improve operations, and boost their game offering. 

The solution has zero platform fees and can be integrated with any gaming platform on the market.

Mathias Larsson, CEO of SlotMatrix, added: “We are happy to bring Carlo Cooke on board in a management role for our newest division. SlotMatrix successfully covers the market’s need for a pure B2B product that gives operators content from multiple gaming providers at no extra cost. 

“We plan to capitalise on its existing success, and Carlo will have a crucial role in further expanding our footprint and accelerating our commercial growth. Welcome on board!”

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