EveryMatrix partners with compliance start-up to “radically improve” UK compliance

EveryMatrix has partnered with compliance start-up beBettor in a bid to “radically improve” its UK operational compliance following its recent B2C licence suspension.

The deal will see EveryMatrix integrate beBettor’s API, which checks affordability based on information provided by players and their actions on a single website and can also cross-reference player actions on other sites connected to the beBettor network.

EveryMatrix said the deal was part of its efforts to “radically improve operational compliance” in the UK and get its ongoing licence suspension lifted.

“We’re excited to work with beBettor on this novel idea,” said Ebbe Groes, EveryMatrix CEO.

“We believe it will help not only players on EveryMatrix brands but that this can help drive an industry-wide push for better affordability checks for the UK players.

“Problem players will often have many accounts and the only way to spot and take action will be for us all to work together for a safer gambling experience.”

The EveryMatrix B2C licence was suspended last week over concerns about the firm’s customer interaction process.

When asked about the possibility and timeline of resuming operations, an EveryMatrix spokesperson told EGR:  “The company is positive that our swift efforts will not remain unnoticed, and we are in contact with UKGC representatives.”

Ebbe Groes

Harry Cott, beBettor CEO, added: “Affordability and operators’ social responsibility towards customers is an industry-wide challenge which we are delighted to start solving with EveryMatrix in a collaborative way.

“Given the average online gambler in the UK now has 4 accounts, isolated operator action will not sufficiently reduce gambling-related harm long-term. That’s why we’re building a networked approach to understanding customers affordability, which will help beBettor operators power the next generation of their social responsibility policies and procedures for customer interaction.”