Maltese online casino firm, EveryMatrix Software Limited, has responded to last week’s suspension of its United Kingdom business-to-consumer operating license by announcing that it is to begin employing software from gambling affordability specialist, beBettor Limited.
Headquartered in the northern Valletta suburb of St Julian’s, the operator is responsible for numerous online casinos including Jetbull.com, SportingIndex.com and MrWin.com but had its license from the Gambling Commission regulator revoked due to concerns over its ‘compliance activity’ and the effectiveness of its ‘customer interaction framework.’
However, EveryMatrix used an official Thursday press release to declare that it now hopes to have this disappointing move reversed by partnering with London-based beBettor Limited as part of an effort to ‘radically improve operational compliance.’
Ebbe Groes, Chief Executive Officer for EveryMatrix Software Limited, described beBettor as ‘a unique technology company’ offering solutions that allow online casino operators to run checks on ‘player affordability’. He proclaimed that the innovator’s ‘highly-innovative affordability API’ has been specifically tailored for the iGaming market in the United Kingdom and moreover gives firms the ability to initiate these assessments across multiple sites connected to their network.
Read a statement from Groes…
“We’re excited to work with beBettor Limited on this novel idea. We believe it will help not only players on [our] brands but that this can help drive an industry-wide push for better affordability checks for United Kingdom 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.”
For his part, Harry Cott, Chief Executive Officer for beBettor, announced that his firm’s market-driven solutions offer iGaming firms ‘a holistic view at player spending’ and combine data from network and open sources in order to produce ‘monthly affordability estimates for each customer.’
Cott’s statement read…
“We’re very happy that EveryMatrix Software Limited has decided to join our network and shape the future of sustainable gambling. Affordability and operators’ social responsibility towards customers is an industry-wide challenge that we are delighted to start solving in a collaborative way. Given the average online gambler in the United Kingdom now has four accounts, isolated operator actions will not sufficiently reduce gambling-related harm long-term. That’s why we’re building a networked approach to understanding customer affordability, which will help beBettor Limited operators power the next generation of their social responsibility policies and procedures for customer interaction.”