EveryMatrix
Optimove and EveryMatrix Launch Real-Time Integration to Power Smarter Marketing for iGaming Operators
Optimove, the leader in Positionless Marketing, has announced a new integration with iGaming technology provider EveryMatrix.
EveryMatrix delivers modular and turnkey iGaming software, solutions, content and services across casino, sports betting, payments, and affiliate management to global tier-1 operators as well as newer brands. The integration enables shared operators to activate real-time marketing campaigns based on player behavior.
The collaboration introduces a custom integration allowing joint clients to stream real-time event data from EveryMatrix directly into Optimove. As part of Optimove’s platform, the integration empowers any marketer to launch personalized campaigns in real time, without dependency on technical teams. The result is faster execution, increased engagement, and higher player lifetime value.
“We are confident that with EveryMatrix’s powerful platform solutions, combined with our real-time capabilities, operators can realize a new level of speed and precision in marketing. This reflects the power of Positionless Marketing in action,” said Motti Colman, VP Revenue, Gaming at Optimove. “We’re giving operators the tools to act instantly on player behavior without waiting on analysts, engineers, or manual processes. It’s all about speed, personalization, and removing the bottlenecks that hold marketing teams back,” he concluded.
With the integration now live, operators can leverage Optimove’s real-time capabilities to trigger automated campaigns based on deposits, withdrawals, game behavior, and more. This helps deliver contextually relevant experiences at the exact moment players are most likely to engage.
Immediate marketing benefits iGaming operators can realize include:
- Welcome offers following a first deposit
- Instant reactivation messages after session abandonment
- Real-time loyalty rewards based on gameplay milestones
“This integration adds tremendous value for our operator partners,” said Kevin Furlong, Group CPO, EveryMatrix. “Combining our robust gaming infrastructure with Optimove’s Positionless Marketing platform with its real-time marketing engine allows our clients to deliver deeply personalized player experiences, when they matter most.”
The launch of real-time with EveryMatrix reflects the growing demand for agility and responsiveness in iGaming marketing. It also underscores the strength of the Optimove-EveryMatrix partnership and their shared commitment to helping operators deliver smarter, more dynamic campaigns.
The post Optimove and EveryMatrix Launch Real-Time Integration to Power Smarter Marketing for iGaming Operators appeared first on Gaming and Gambling Industry in the Americas.
EveryMatrix has signed a landmark omnichannel agreement to provide turnkey technology for one of Western Europe’s leading betting and gaming brands. Under the deal, EveryMatrix will power over 1,000 sports betting terminals across 230+ shops nationwide, while also delivering a fully integrated online sportsbook platform and launching Merkur’s first online casino in the second half of 2026.
The agreement represents the second major Denmark-based turnkey deal for EveryMatrix in just two months, following Danske Spil’s selection of the provider to power its casino and bingo operations.
Cashpoint, set to rebrand as Merkur Bets once the platform migration is complete, holds strong market positions in Germany, Austria, Belgium, and Denmark, making it one of the most prominent betting and gaming operators across Western Europe.
The brand began searching for a modern technology partner in early 2025, aiming to implement a scalable, omnichannel solution capable of integrating sportsbook and casino offerings. The migration from its in-house system to EveryMatrix’s turnkey platform is scheduled to align with the start of the new football season, ensuring a seamless transition for customers.
Ebbe Groes, Group Co-CEO & Co-Founder at EveryMatrix, said:
“The Cashpoint and Merkur brands are among the most recognisable in Denmark and across Europe. Partnering with their team to deliver a project of this scale is a privilege, and it demonstrates the growing trust tier-1 operators and lotteries are placing in EveryMatrix technology.”
Mathias Dahms, Managing Director Sportsbetting at Merkur Group, added:
“Merkur Bets is taking a major step forward this year. By switching to EveryMatrix technology and rebranding, we are positioning the brand for continued growth and success in Denmark. EveryMatrix offers the ideal foundation to support our omnichannel strategy and future expansion.”
This agreement reinforces EveryMatrix’s position as a leading provider of turnkey sportsbook and casino solutions, delivering both in-store and online experiences for operators across Europe.
The post EveryMatrix wins Cashpoint omnichannel turnkey platform deal in Denmark appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.
EveryMatrix has extended its global national lottery reach, and further reinforced its ongoing commitment to the North American market, by becoming a member of the North American Association of State & Provincial Lotteries (NASPL).
NASPL membership reflects the premium provider’s long-term commitment to supporting public-sector lotteries as it expands its presence across the continent and further strengthens its visibility and credibility within the US lottery ecosystem.
Multiple US lotteries are investing or exploring investments in digital technology and omnichannel player engagement, with a focus on responsible gaming, areas in which EveryMatrix has extensive experience and success with large-scale European partners.
The tier-1 turnkey platform technology supplier counts some of Europe’s largest lotteries among its biggest customers and is an established Associate member of both the World Lottery Association (WLA) and European Lotteries (EL).
It joined CIBELAE as an Associate member in August 2025, the official branch of the WLA for 80 Hispanic American speaking countries, including Latin and Central America, Spain, and Portugal.
EveryMatrix has rapidly grown to become one of the most trusted, tier-1 B2B platform technology providers by state lotteries across global regulated markets. It works closely with leading European national lotteries including Veikkaus (Finland), Norsk Tipping (Norway), OPAP (Greece), National Lottery Malta, Danske Spil (Denmark), and Szerencsejáték Zrt. (Hungary).
Nikolina Gabelica, Head of Lottery, EveryMatrix, said: “For EveryMatrix, joining NASPL is about long-term commitment. We work closely with several leading European national lotteries and understand the balance between innovation, regulation, and public responsibility.
“Combined with our broader experience across regulated iGaming markets globally, we bring practical insights and advanced technology to the US lottery community, and we are looking forward to building and further developing meaningful relationships there.”
The post EveryMatrix expands global lottery footprint with NASPL membership appeared first on Americas iGaming & Sports Betting News.
Leading iGaming technology provider EveryMatrix has expanded its global national lottery footprint by becoming a member of the North American Association of State & Provincial Lotteries (NASPL), reinforcing the company’s long-term commitment to the North American market.
NASPL membership highlights EveryMatrix’s strategy of supporting public-sector lotteries as it continues to grow its presence across the continent while strengthening its visibility and credibility within the US lottery ecosystem.
Across the United States, multiple lotteries are currently investing in or exploring digital transformation and omnichannel player engagement initiatives, with a strong focus on responsible gaming. These are areas where EveryMatrix has extensive experience, having delivered large-scale technology solutions to major European lottery operators.
The tier-one turnkey platform supplier already works with several of Europe’s largest national lotteries and holds Associate membership with both the World Lottery Association (WLA) and European Lotteries (EL). In August 2025, the company also joined CIBELAE as an Associate member, the WLA’s regional organisation covering more than 80 Spanish- and Portuguese-speaking jurisdictions across Latin America, Central America, Spain and Portugal.
EveryMatrix has built a reputation as one of the most trusted B2B platform providers to regulated lottery markets worldwide, partnering with leading national operators such as Veikkaus (Finland), Norsk Tipping (Norway), OPAP (Greece), National Lottery Malta, Danske Spil (Denmark) and Szerencsejáték Zrt. (Hungary).
Nikolina Gabelica, Head of Lottery at EveryMatrix, said:
“For EveryMatrix, joining NASPL represents a long-term commitment. We work closely with several leading European national lotteries and understand the balance between innovation, regulation and public responsibility.
“Combined with our broader experience across regulated iGaming markets globally, we bring practical insights and advanced technology to the US lottery community, and we look forward to building and strengthening meaningful relationships there.”
The post EveryMatrix expands global lottery footprint with NASPL membership appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.
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