EveryMatrix joins forces with BetTom in UK expansion push
iGaming technology provider EveryMatrix has formed a partnership with new UK operator BetTom, delivering its full turnkey solution as BetTom begins its expansion in the UK online betting market. The collaboration aims to strengthen BetTom’s operational base and support its growth ambitions with advanced technology and proven betting products.
BetTom enters the UK market
BetTom made its official entry into the UK last month and is already moving forward with its expansion strategy. A key part of this strategy is aligning with established partners who can provide a competitive edge in a crowded marketplace.
Paul Colley, CEO, BetTOM said, “As we prepare to roll out big plans in the UK, partnering with an industry-leading, tier-1 technology partner 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.”
Full turnkey integration with EveryMatrix
The agreement sees BetTom integrated with EveryMatrix’s full suite of betting technology, including its sportsbook, casino, and platform services. This turnkey solution is designed to support operators from launch through to growth and long-term operations.
The deal also includes access to EveryMatrix’s horseracing product, launched following the acquisition of FSB Technology. The product is expected to play a key role in BetTom’s sportsbook offering, with racing being a significant vertical in the UK market.
EveryMatrix expands global reach
The partnership comes at a time of rapid global growth for EveryMatrix. In June, the supplier went live in West Virginia through a deal with Betly, strengthening its presence in the US market. Last week, EveryMatrix also signed a partnership with marketing tech firm Optimove to enhance its customer engagement tools.
Ebbe Groes, CEO and co-founder, EveryMatrix, said, “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.”
The company reported €54 million in Q1 2025 revenue, a 39 percent increase year-on-year highlighting the growing demand for its B2B services in regulated markets.
