EveryMatrix Partners with beBettor to Try and Quell Compliance Issues

  • EveryMatrix’s UKGC license is suspended until compliance issues are addressed
  • beBettor will help the platform improve its operational compliance
  • Tech startup can assess how much players can afford to gamble
  • Partnership comes just a week after suspension was announced
Successful businessman handshake.
EveryMatrix hopes to ease the UK Gambling Commission’s concerns about compliance issues through a new partnership with beBettor. [Image: Shutterstock]

Positive step forward

EveryMatrix has partnered with beBettor in an attempt to strengthen its systems and procedures for compliance issues. 

beBettor is a tech startup that works with gambling operators. Part of the startup’s work with EveryMatrix will be to improve levels of operational compliance. EveryMatrix hopes that these improvements will lead to its license suspension being lifted by the UK Gambling Commission (UKGC).

Role of beBettor

The startup focuses on helping operators calculate how much their users can afford to gamble. This is done by analyzing information that players provide, as well as their actions on a given platform. 

The startup is also able to cross-reference the actions of the players from other platforms that are part of the same network. Problem gamblers in particular usually have a lot of accounts with different online platforms, so cross-referencing these accounts is a great way to help promote safer gambling. 

EveryMatrix currently has a number of white-label partners in the gambling space. These operate under the same UKGC license and network. These partners include Westcasino, Jetbull, Playfrank, MrWin and Sporting Index.

According to the CEO of beBettor, Harry Cott, the average online gambler in the United Kingdom will have four accounts.

Therefore, beBettor believes that isolated action from operators is not going to be able to significantly decrease gambling harm in the long run. Instead, a more network-based approach will be needed going forward to tackle these issues.

License suspension

The announcement of this new partnership comes just a week after the United Kingdom Gambling Commission (UKGC) suspended the B2C licenses of EveryMatrix.

This suspension will be in place until the company can show the improvements and steps it has taken to become properly compliant with all necessary social responsibility requirements. 

As per the press release from EveryMatrix on this issue, the company is taking the concerns of the UKGC very seriously. The company has already

taken swift and effective actions to address the Gambling Commission’s concerns sufficiently.”

Until the suspension is lifted, the operators using this UKGC license can only settle ante-post bets that were made before the suspension. Customers can access their accounts and withdraw funds as they wish.