EveryMatrix Focuses on Content Aggregation to Expand US Footprint

CasinoEngine just smashed the six billion monthly game rounds mark and exceeded over $6.5 billion USD monthly turnover worldwide, with the Canada, Latin America and the United States looked upon as having significant growth potential for the company, the President of EveryMatrix Americas, Erik Nyman, tells Gambling.com.

CasinoEngine is the group’s casino productivity platform. Aggregation and casino games is a big focus in the U.S. market. That’s where the company’s growth potential is, Nyman adds - to be the leading content aggregator in the U.S. market. The company has regulatory approvals across current regulated iGaming states, including New Jersey, Michigan, West Virginia, Connecticut, as well as Ontario in Canada. They’re live in Michigan and New Jersey, working with BetMGM, Rush Street Interactive (RSI), Golden Nugget and DraftKings. 

Their ambition is to be live in Connecticut, Pennsylvania and West Virginia before the end of the year.

Delaware is the only regulated state where they aren’t licensed, but they may go there soon, he says.

“We have a good relationship with Rush Street Interactive,” he says. In January, Delaware Lottery announced that it was partnering with RSI to launch its first online sportsbook under the BetRivers banner, as well as rolling out a new menu of online casino games.

EveryMatrix Eyeing Florida, New York Next 

In term of the next U.S. states to regulate digital casino, Nyman says they are keeping a close eye on Florida, where they are based.

“It’s a huge market,” he said. “It will probably take a couple of years. The same goes for New York. Our wish is that those two states open in the next few years. That would be huge for the U.S. market.”

They’re looking at Ohio, Illinois, and Indiana, as well, in terms of regulation. Nyman adds EveryMatrix is still in a rollout phase in the U.S. market.

“It’s hard to predict,” he added. “We see this as a long-term project.”  

EveryMatrix delivers iGaming software, solutions, content and services for casino, sports betting, payment and affiliate management to global operators. 

Via CasinoEngine, the company is the largest casino aggregator in the industry, with more than 29,000 games from more than 320 suppliers. 

They are unique in how they integrate that third party content – harnessing whatever bonus capabilities those suppliers have and bringing that into their back office. That means U.S. players can have tournaments, free spins, and different bonus options, for multiple vendors, a “game changer in the market”, he says, adding that no other aggregator can provide that. That will be rolled out with betPARX in Pennsylvania later this year.

“Revenues are growing nicely [in the U.S.], but it’s still early days,” he says.

Smaller U.S. states like Connecticut and Delaware can be doing a lot to be more competitive, Nyman adds.

“One way for smaller states to be more competitive, to attract more operators and suppliers, is to ease up regulations, ideally find ways to work together with other states, like joint hosting,” he says. “Currently you must put servers in every U.S. state, which is very costly, and then you must certify games in every state, which is also very costly. Finding a cost-efficient way in terms of certification of products, and hosting, is a key determining factor [in terms of U.S. expansion].

U.S. Regulators Should Look at Streaming Process to Open Up More Markets 

“Our ambition is to move into other states but if we see the business case is not there, we may opt not to do that. I think a lot of operators and suppliers today have more of a focus on costs. In the beginning it was land grab, trying to get everywhere, but that’s expensive. 

“For suppliers, is there a business case for us to go into Delaware, with over a million people? It would be difficult if the regulatory and certification process is equal to how it is in other markets. It would be help if there was more harmonization in terms of these things, hosting and certifying games. We have learned in New Jersey, for example, they have their own test labs. In the other states, Michigan and Pennsylvania, you work with GLI (Gaming Labs International), then there is a second level for approval and regulation. So, we get two bills for testing our products, which is very costly. Each regulator must follow their own process. We have streamlined those processes, but if we could have one certification that would fit multiple states, that would be great. It’s complicated now, especially considering Delaware, which has lower revenues.”