The agreement will see bet365 gain access to more than 40 vendors across regulated markets such as the UK, Germany, the Netherlands and Mexico, with further rollouts planned.
Ebbe Groes, Group CEO and Co-Founder at EveryMatrix, said: “Today is very significant for the group highlighting both just how much of a ‘must-have’ product SlotMatrix is for tier-1 brands across multiple markets and how far ahead it is compared to its rivals.”
SlotMatrix, part of the EveryMatrix Group, delivers over 37,000 games from 350+ suppliers, including Armadillo and Fantasma Studios.
“We’re thrilled that a world-renowned brand such as bet365 has put their faith in us to drive their content strategy,” Groes continued.
“SlotMatrix has truly come of age and, with an increased focus on ramping up our own games development and attracting even more premium vendors to the platform there really is no ceiling as to how far it can go.”
EveryMatrix expansion
The business unit at EveryMatrix has been strengthened this year through the appointment of former Evolution Gaming executives Mark Hothersall as Head of Business Development and Carl Gatt Baldacchino as Head of Account Management.
The supplier explained that their remit is to accelerate in-house content development, expand third-party partnerships and drive the commercial growth of SlotMatrix.
The Malta-based betting and gaming solutions developer has also recently been turning its attention to the Latin American lottery space, as well as that of Spain and Portugal.
EveryMatrix announced just two weeks ago that that it has joined the Corporación Iberoamericana de Loterías y Apuestas de Estado (CIBELAE), the branch of the World Lottery Association (WLA) for Spain, Portugal, and Latin American nations.
This move came amid a sustained growth drive at the company, which appears to be adopting a two-pronged strategy across many of its key markets.
On the latest move, a bet365 spokesperson detailed: “We are thrilled to partner with EveryMatrix. This collaboration represents a significant step forward in our commitment to providing exceptional products to our customers.”
Broader bet365 activity
The deal follows a busy period for bet365. Earlier this month, the operator strengthened its position in German football with new Bundesliga partnerships.
VfB Stuttgart appointed bet365 as its official team partner for the 2025/26 season, while Hamburger SV signed a three-year commercial agreement. Both partnerships include in-stadium and digital branding across home games.
Dingnews.com 15/09/2025