BetRivers First to Go Live in Michigan with EveryMatrix Games

Article By Larry Henry

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Larry Henry is a veteran print and broadcast reporter and editor who has been a political editor at the Las Vegas Sun and managing editor at KFSM-TV, the CBS affiliate in Northwest Arkansas. Larry also has experience with media outlets in other states with gaming, including Tennessee and Louisiana.

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Last Updated: Mar 14^th, 2024

Software vendor EveryMatrix announced its official partnership with Rush Street Interactive, owner of BetRivers Michigan. The deal includes gaming content integration into BetRivers Casino from the game portfolio of Every Matrix’s Armadillo Studios.

This will not be the first collaboration between EveryMatrix and an operator active in the Great Lakes State. Earlier in December, the developer announced it will supply games to Caesars Palace. However, there was no official timeline for introductions of Armadillo Studios games into the Caesars Palace Michigan lobby. Now, Every Matrix claims that BetRivers will serve as its first platform for entry into the Michigan online casinos market.

BetRivers Is Michigan’s Fourth-Best Online Casino

BetRivers is one of the more successful Michigan operators, ranking fourth in the state by revenue among 15 licensed operators. Over the past three years, this brand has generated $270.5 million in online casino revenue, according to the Michigan Gaming Control Board. Reliable data by the MGCB reveals that after 10 months of 2023, BetRivers accumulated $91.7 million in online casino revenue, sufficient to rank fourth in the Great Lakes State.

BetRivers already crossed the $100-million yearly revenue threshold in 2022 at $104.3 million, and projections for 2023 are to go over $110 million in revenue. However, this is far behind market leaders such as DraftKings and BetMGM.

The brand is trying to be more competitive with promotions such as a no deposit bonus casino Michigan offers, and adding more games - although it already has a substantial lobby with 1,288 slots, making it the third largest slots inventory in the state. The EveryMatrix deal will definitely infuse fresh and exclusive gaming content through integration with the company’s SlotMatrix iGaming aggregation solution.

Emerging Game Developer

EveryMatrix has been working on expanding its footprint across several North American markets, securing licenses in Michigan, New Jersey, West Virginia, and in the neighboring Canadian province of Ontario. The licensing applications for Pennsylvania and Connecticut are still in the review process. Expectations are for the Malta-based developer to receive the green light soon and start catering to casino game enthusiasts in nearly all six states.

The partnership with Rush Street Interactive will open multiple opportunities for Armadillo Studios, creating a larger visibility in the gaming community, considering RSI is an award-winning online gambling operator active in the United States, Latin America, and Canada. Several of its most prominent brands, aside from the aforementioned BetRivers, include RushBet and PlaySugarHouse.

For EveryMatrix, the entrance into Michigan via BetRivers is a new chapter in a growing story for the Michigan gaming audience and Armadillo Studios.

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Larry Henry is a veteran print and broadcast reporter and editor who has been a political editor at the Las Vegas Sun and managing editor at KFSM-TV, the CBS affiliate in Northwest Arkansas. Larry also has experience with media outlets in other states with gaming, including Tennessee and Louisiana.

Read Full Bio

Larry Henry

Last Updated:   Mar 14^th, 2024

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