EveryMatrix partners beBettor to enhance compliance controls

iGaming software supplier and white label solutions provider EveryMatrix has struck a partnership with compliance specialist beBettor as part of its efforts to improve its social responsibility controls and ultimately have the suspension of its operating licence lifted.

beBettor is a start-up that has developed an API that can be integrated into partners' sites to perform affordability checks on customers. It gathers information provided by the user and tracks their actions on a site with the API enabled, which it then cross-references with activity on other sites within a client's network.

With growing support for affordability checks becoming a key part of Gambling Commission licensees' Know Your Customer processes, the start-up believes it could play a key role in helping tackle problem gambling.

“Affordability and operators’ social responsibility towards customers is an industry-wide challenge that we are delighted to start solving with EveryMatrix in a collaborative way,” beBettor chief executive Harry Cott explained. 

“Given the average online gambler in the UK now has four accounts, isolated operator action will not sufficiently reduce gambling-related harm long-term,” Cott said. “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.”

EveryMatrix chief executive Ebbe Groes said the company was excited to be working with beBettor.

“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,” Groes said. “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 partnership comes after EveryMatrix last week had its UK operating licence suspended by the GB Gambling Commission. The regulator, which will now carry out a review into the supplier, said the decision was based on compliance activity at EveryMatrix, including an examination of its customer interaction framework.

Shortly after the announcement, EveryMatrix pledged to use the review into its business to improve compliance procedures and processes across its business operations.