In the aftermath of the pandemic, lottery providers across the world have been pushed to evaluate their online focus, and EveryMatrix is eyeing up a prominent role in this transition.
Breaking down the firm’s lottery operations to SBC Media, the group’s Head of Lottery Sales, Frank Cecchini, highlighted some of EveryMatrix’s core objectives for 2023, having built up an impressive range of clients in the likes of Szerencsejáték, OPAP and the Malta Lottery, among others.
“There’s a lot of room for a supplier to get involved,” he said. “You have to jump the hurdles, that’s the most important thing. And that’s what EveryMatrix has been able to do – increase our visibility in the lottery space.
“We’re becoming more visible and our winds are starting to attract attention. I think the company by the end of this year will be a much more grounded company with regard to its offer.”
Noting that lotteries operate under a largely ‘different set of rules’ to their more commercial counterparts in betting and casino businesses, Cecchini maintained that EveryMatrix’s experience in the latter areas has proven nothing but beneficial in lottery operations.
This has helped the firm overcome the hurdles of entering the lottery, he said, observing difficulties such as ‘long-winded’ decision making processes, often driven by RFPs which require more time and resources.
“We know what we’re good at,” he remarked. “We’re good at content, payments, the supplier management side of things with responsible gaming. But CRM is not our game so we make it easier for third parties to connect to our system.
“It doesn’t take six months and a hugely expensive project to, for example, connect up to move into our system so the lottery can do some excellent player segmentation.
“That is a key difference in the openness and the flexibility of the system. If they want to be able to do that, then they need to move to a platform that is more flexible, and has modules that can be plugged in or plugged out and replaced by other modules.”
Despite the challenges, EveryMatrix has been able to ‘jump the hurdle’ into lottery, Cecchini asserted, and is now poised to act on the need faced by state-owned lottery operators to enhance their online offering.