Bet365 Partners With EveryMatrix To Offer Aggregated Games Lineup
EveryMatrix has signed its biggest aggregation deal to date, with the announcement that it has signed a partnership with betting giant Bet365.
The deal will see Bet365 able to access EveryMatrix’s portfolio of nearly 40,000 games developed by a combination of its in-house studios and external partner studios.
EveryMatrix was launched in 2008.
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It started out offering OddsMatrix, a Sportsbook white label product, before launching GamMatrix in 2009 and starting its own in-house game development in 2018. SlotMatrix hit the market in January 2022.
This year, the Malta-based B2B software provider saw its portal being adopted by BetMGM and Rush Street in West Virginia and reported record sportsbook performance for the 2024/25 football season.
The SlotMatrix Portal
The company operates several portals, with SlotMatrix being the home of its slot game collection – a collection that includes games produced by in-house studios Armadillo Studios, Fantasma Games and Spearhead Studios.
Recent releases have included 1849 Gold Bonanza, Vulcan’s Gold and Fruit Hot Bonanza.
As well as its own in-house titles, SlotMatrix also offers games from more than 350 external partner studios.
"We are delighted that Bet365 has chosen us to drive their content strategy.” - Ebbe Groes, EveryMatrix Group CEO and Co-Founder.
These studios include Jelly Entertainment, JVL, Powderkeg Studios and TaDa Gaming, which is set to release two new games – 3 Witch’s Lamp and Crown of Fortune – this week.
The company boasts Betano, DraftKings, Caesars Palace, 888Casino, Entain, BetVictor and BetMGM as clients.
Of the new deal, EveryMatrix Group CEO and Co-Founder Ebbe Groes, said: "This agreement shows just how much of a must-have product SlotMatrix has become for tier-1 brands across multiple markets.
"We are delighted that Bet365 has chosen us to drive their content strategy."
Bet365’s Casino Offering
British betting company Bet365 was established in 2000 by Denise Coates, who, along with her brother John Coates, remains the company’s major shareholder today.
In recent years, the company has expanded overseas, especially in the emerging US market, where its sportsbook and casinos are active.
It also has a presence in the Canadian market, as well as in European and other markets around the world.
It is recognised as one of the biggest betting companies in the world, which means this latest deal represents a significant step for EveryMatrix.
But, considering the size of the SlotMatrix portfolio, that is not to say that Bet365 will not benefit from the deal.
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A spokesperson for the company said, "We are thrilled to partner with EveryMatrix. This collaboration represents a significant step forward in our commitment to providing exceptional products to our customers."
Bet365 already has a significant offering of slot games and other casino games, including an expanding list of exclusive titles.
In August, the casino launched Bet365 Kong 3 Even Bigger Bonus, developed by Blueprint Gaming.
The title is an updated and modified version of the original Kong 3 Even Bigger Bonus and includes original gameplay features as well as updated modifiers.
