Merkur Group-owned operator will migrate retail and online sports betting across 50+ shops and hundreds of terminals onto EveryMatrix’s full stack.

EveryMatrix has agreed an omnichannel partnership with Betcenter Belgium to power the operator’s sports betting platform, replacing an in-house legacy setup with EveryMatrix’s full technology stack.

Under the deal, EveryMatrix will migrate Betcenter’s customer activities and operations and deliver sportsbook services across both retail and online channels. Betcenter operates online and in more than 50 retail betting shops, with 600 Self Service Betting Terminals (SSBTs) and 300 SSBT-light units, according to the companies.

The agreement extends EveryMatrix’s relationship with Betcenter owner Merkur Group, following a March announcement that EveryMatrix would power Merkur’s Cashpoint brand in Denmark for online sports and casino and more than 1,000 sports betting terminals in 230 shops.

Ebbe Groes, Group Co-CEO & Co-Founder, EveryMatrix, said: “To be able to extend our partnership with Merkur Group in Belgium so soon after agreeing to work with its Cashpoint brand in Denmark is something you rarely see in our industry.

“There has been, and continues to, be an enormous amount of hard work put into both making and delivering these deals on both sides so I’d like to thank the Merkur Group and my own internal EveryMatrix teams for making this a reality.”

Mathias Dahms, Managing Director of the Sports Betting Division, Merkur Group, said: “We have learned to regard EveryMatrix as a reliable and competent partner and look forward to taking the next step with them on this challenging project in Belgium.

“Through this partnership, we will consolidate our market-leading position in Belgium and further expand it with new products.”

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PartnerMatrix, part of the EveryMatrix Group, has signed an exclusive collaboration with Broadway Platform, a Player Account Management platform (PAM) developed by SPRIBE, to expand distribution of the PartnerMatrix Agent System. The agreement was announced Monday, June 29th, 2026, in Malta.

Under the deal, Broadway Platform will introduce the PartnerMatrix Agent System to its clients as a tool to manage and scale offline traffic operations alongside digital affiliate activity.

PartnerMatrix said the Agent System is designed to give operators visibility and control over agent performance, commission structures and player activity within a connected environment, supporting online and offline traffic management across multiple territories.

Vahe Khalatyan, Head of PartnerMatrix, said: “We are pleased to launch this collaboration with Broadway and expand the reach of our Agent System to a wider network of operators.
“Operators increasingly need stronger control across both online and offline acquisition channels, and this collaboration helps bring that capability to more partners globally.”

Giorgi Samkharadze, Director at Broadway Platform, said: “We’re constantly looking for ways to help our partners grow more efficiently across diverse markets. The PartnerMatrix Agent System offers operators a powerful framework for managing both affiliate and agent-driven acquisition within a single ecosystem.
“As our global footprint continues to expand, particularly across emerging markets where offline traffic remains highly influential, we see significant value in providing our partners with access to scalable solutions that support sustainable growth.”

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EveryMatrix has extended its partnership with Betsson Group, giving the global operator’s brands access to its full content library across a range of licensed markets.

The first phase of the new agreement sees Betsson Group launch exclusive in-house content from Fantasma Games, following the successful integration with EveryMatrix’s platform.

Ahead of the second phase of the partnership, EveryMatrix and Betsson Group are reviewing several high-performing third-party studios, with the aim of further strengthening the operator’s casino offering across additional licensed markets.

The agreement builds on EveryMatrix’s recent go-live with Betsson Africa in Cameroon, where the technology provider delivered a full turnkey casino and sports integration, including front-end development, player account management, payments and affiliate management.

EveryMatrix Casino has the world’s largest casino aggregation platform, offering more than 45,000 games from 180 vendors and 355 game studios.

Mark Hothersall, Head of Business Development, EveryMatrix Casino, said: “Our initial launch with Betsson in Cameroon was another strong showcase of our ability to support tier-1 operators with scalable, regulated technology.

“Extending this partnership through the launch of Fantasma Games shows the value of our relationship and the value our casino portfolio can bring across multiple brands in regulated markets.”

Karl Shranz, Director of Gaming, Betsson Group, said: “Following the successful launch with EveryMatrix in Cameroon, we saw a clear opportunity to explore further areas of collaboration, with content being a natural next step.

“EveryMatrix offers a strong portfolio, quality titles, and the operational standards required to support our brands across regulated markets.”

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