EveryMatrix stole the headlines in the summer of 2024 when the igaming supplier acquired FSB Technology in a landmark all-cash deal.

Since then, it has integrated the business into its umbrella and BetGoodwin, one of FSB Technology’s long-term clients, has recently committed to leveraging the wider portfolio of Everymatrix’s solution in a “game-changing” tech partnership.

SBC’s Media Manager, Charlie Horner, explored the significance of the deal when he sat down with BetGoodwin’s CEO, Julian Head, and Russell Colvin, Senior Sales Director at EveryMatrix.

Head commented: “Three years ago, we felt it was a great time to launch online and so we did the deal with FSB and I’m pleased to say it’s gone from strength to strength. The contract was coming to an end around this time so the takeover of EveryMatric was absolutely perfectly timed.

“I had a great feeling for the business and the technology was far superior to what we’re used to at the moment. We would like a little bit more technology and features and it looks like EveryMatrix can bring that to the table. We particularly like the idea of a better casino and being able to put our own prices online and we feel both of these things will help us take the business forward.”

At the heart of EveryMatrix’s decision to acquire FSB was a strategic ambition to expand across Western Europe, explained Colvin, especially in the UK and Ireland through FSB’s horse racing technology.

“FSB had a long-standing reputation for their products in the UK market, specifically around the racing product,” said Colvin.

“The acquisition effectively delivers that to EveryMatrix. Not only in the knowledge of the market itself but also the skills of teams like the trading team and building models of the UK market. It’s a really nice collaboration of those people.”

EveryMatrix is in the process of building its proprietary horse racing technology and Colvin explained that it is working closely with partners, such as BetGoodwin, and taking its time with its development to ensure that EveryMatrix doesn’t “rush something out that is substandard”.

Despite admitting that offering horse racing in the UK can be a “poisoned chalice” due to constraints such as data rights, the horse racing levy and duty, Head stressed the importance of delivering a high-quality horse racing platform for BetGoodwin.

He said: “The UK public demand it and it is a very important part of our business. It’s what I’ve been used to all my life and we do specialise in our horse racing product so that was a big consideration with EveryMatrix.

“The great thing with them is they’re not rushing it. They’re listening to us and other partners who are coming on board. And they don’t want to launch until they’ve got it absolutely spot on which I think is brilliant. Looking at some of the features, it’s going to be a better product than we’ve got at the moment.”