A major shift is happening in the UK sports betting scene, and it involves two names you’ll want to remember. EveryMatrix, one of the fastest-growing technology providers in online gaming, has just announced an expanded partnership with BetGoodwin, a rising star among British betting operators. This isn’t just another business deal, it’s a strategic upgrade that could reshape how UK punters experience sports betting.
The partnership builds on an existing relationship between these two companies, taking things to the next level with a complete turnkey sportsbook solution. What does that mean for everyday bettors? Better features, more betting options, and a smoother overall experience when placing wagers on everything from Premier League football to international horse racing.
How BetGoodwin Became a UK Betting Powerhouse
Before diving into what this partnership means, it’s worth understanding who BetGoodwin actually is. The company didn’t just appear overnight – it has roots going back to 1997 when Goodwin Racing first opened a single betting shop in Uckfield, East Sussex. Over more than two decades, this family-owned business has transformed from humble beginnings into one of the UK’s top 20 betting operators.
The company made waves by focusing first on telephone betting, where they became one of Britain’s largest operators by volume. In February 2022, BetGoodwin launched its online sportsbook, followed by a casino product in December 2023. With turnover expected to exceed £300 million in 2024, the brand has proven it knows how to compete in the crowded UK betting market.
What sets BetGoodwin apart is its commitment to customer service and innovative promotions, particularly around horse racing. The company still trades from pitches at Plumpton racecourse, maintaining that connection to traditional betting culture while embracing digital transformation.
EveryMatrix: The Tech Giant Behind the Scenes
While bettors interact with brands like BetGoodwin, the technology powering these platforms often comes from specialized providers like EveryMatrix. Founded in 2008 and headquartered in Malta, EveryMatrix has grown into a comprehensive iGaming solutions provider with over 750 specialists across 10 countries.
The company’s success story is remarkable. In 2024, EveryMatrix achieved record-breaking financial performance, reporting €181 million in annual net revenue—a staggering 59% year-on-year increase. Their EBITDA grew by 70% to reach €101 million, with an impressive 56% margin.
Even more impressive is that EveryMatrix achieved these figures while remaining completely debt-free, funding acquisitions entirely from cash flow. The fourth quarter of 2024 alone saw net revenue hit €55 million, up 51% year-over-year, showing consistent momentum.
EveryMatrix’s sportsbook division, powered by its OddsMatrix platform, saw betting volumes surge 73% throughout 2024, contributing to a 135% increase in gross gaming revenue to €448 million. These figures highlight both scale and operational capability.
What the Expanded Partnership Actually Delivers
The newly expanded agreement between EveryMatrix and BetGoodwin centers on a full turnkey sportsbook solution tailored specifically for the regulated UK market. This comprehensive package includes a set of key components that come together to create a competitive betting platform.
EveryMatrix’s platform covers over 200,000 live events every month across many sports and markets. For Premier League matches alone, the system can offer up to 800 live markets per fixture, giving bettors an incredible range of options.
The platform comes loaded with features that modern bettors demand. Bet Builder functionality spans 11 sports, allowing punters to combine selections in both pre-match and live betting. Cash-out options include early, partial, and automatic variations. There’s also Odds Boost functionality, which enhances returns on selected markets.
EveryMatrix also provides sophisticated bonusing tools designed to build customer loyalty and drive retention. These systems can create personalized offers, manage complex promotional campaigns, and enable cross-product bonusing that encourages customers to explore new verticals.
Horse Racing Takes Center Stage
A standout highlight of the partnership is the integration of EveryMatrix’s newly developed horse racing product. This advanced addition originated from its strategic acquisition of FSB Technology in 2024, a move that marked a major step in the company’s expansion strategy.
FSB Technology had years of horse racing expertise and strong relationships across the UK and Ireland. EveryMatrix identified this strength and merged it into its ecosystem. The new racing solution delivers coverage of over 10,000 races each month from 20+ global jurisdictions, complete with livestream capabilities.
For BetGoodwin, this is a perfect fit. Racing has always been central to its brand and identity, and with EveryMatrix’s horse racing integration, it can offer better odds management, automated pricing models, cross-product bonuses, and automated settlement tools. These enhancements reduce manual workload while ensuring fair, accurate, and fast payouts, which is vital in a fast-moving betting environment.
The UK Sports Betting Landscape
To appreciate the weight of this collaboration, it helps to view it within the UK betting market context. As of 2025, the UK sports betting sector generated over £2.48 billion in gross gambling yield, leading the global market. Online betting alone was valued at over $4 billion and continues to grow. These numbers do not even include the market share of the massive online crypto gambling sector.
Between April 2023 and March 2024, remote betting produced £2.4 billion in revenue, with total iGaming yield reaching £6.9 billion. Analysts now forecast that the UK market could hit $21 billion by 2030, growing at over 11% annually. Nearly half of all UK adults who bet online have placed wagers in the last year, reflecting a strong and mature user base.
Given how competitive and regulated the market is, BetGoodwin’s presence among the top 20 operators is a clear indicator of both brand strength and loyal customer following.
EveryMatrix’s Growing UK Footprint
BetGoodwin marks just one segment of EveryMatrix’s expanding UK portfolio. Following its acquisition of FSB Technology, the company gained direct access to hundreds of existing UK and Irish operator relationships. Other active partnerships include BetTOM, Octobet, Bet600, and Ken Howells, all using EveryMatrix’s turnkey technology.
To support this growth, EveryMatrix recently opened a central London office, housing its sportsbook division and the former FSB technical team responsible for horse racing innovations. These moves reflect the company’s long-term investment in deepening its UK influence.
The Technology Behind the Platform
EveryMatrix’s offering operates as a full-stack ecosystem rather than a standalone product. At the heart is GamMatrix, a player account management system that handles key operations: wallets, fraud control, and responsible gaming management. During peak times, it processes almost half a million transactions per minute, showcasing its scalability.
OddsMatrix powers the sportsbook functionality. It manages odds feeds, risk controls, market trading, and integrates AI-based tools to optimize pricing. The result is efficient trading for operators and better returns for bettors.
For casino operations, SlotMatrix aggregates content from more than 350 providers, offering over 34,000 gaming titles under a single management layer. Meanwhile, MoneyMatrix facilitates payments, KYC operations, and fraud prevention across multiple currencies and payment channels.
How EveryMatrix Compares to Competitors
The iGaming software space is dominated by heavyweights like Playtech, Kambi, SBTech (DraftKings), SOFTSWISS, and BetConstruct. While each provides sportsbook or casino systems, EveryMatrix has carved its niche through modular flexibility. Instead of imposing full-platform adoption, it lets partners customize how they use its APIs.
This strategy resonates, helping the company achieve 59% revenue growth in 2024 and retain a debt-free balance sheet. The acquisition of FSB Technology added racing specialization, while Fantasma Games strengthened its in-house game production. Together, these moves made EveryMatrix more vertically integrated than many rivals.
Strategic Acquisitions Fuel Expansion
In mid-2024, EveryMatrix completed an all-cash acquisition of FSB Technology, calling it its most ambitious deal to date. The acquisition extended market reach across the UK, Ireland, and Africa. FSB’s revenue had surged 19% before the merger, proving its strong business foundation.
Integration efforts were completed quickly, with clients moved over to EveryMatrix’s systems. CEO Ebbe Groes described the merge as creating something greater than either company had achieved independently.
Another major purchase (Fantasma Games) expanded EveryMatrix’s SlotMatrix portfolio with 45 unique releases. Both acquisitions were cash-financed, showcasing EveryMatrix’s financial discipline and strategic foresight.
Fantasma Games and Vulcan’s Gold
Fantasma Games, now part of the EveryMatrix family, recently launched “Vulcan’s Gold,” a Roman mythology-themed slot sending players into Vulcan’s fiery forge. The game’s design uses a 3-3-4-4-5 reel setup and 720 win lines, delivering a winning potential of up to 5,760x the stake. Its medium volatility and 96.16% RTP make it attractive to a wide demographic of players.
Visually, Vulcan’s Gold captures attention with golden temples bathed in warm tones, immersive effects, and impressive sound design. Core features include Wild multipliers, Coin Collect rounds, Lucky Wheel bonuses, and free spins with progressive multipliers. It’s a strong showcase for Fantasma’s creativity and proof of EveryMatrix’s investment in original content.
What Industry Leaders Are Saying
Ebbe Groes, the co-founder and CEO of EveryMatrix, described the deal as “the next step following our full turnkey roll out.” He noted that providing BetGoodwin with cutting-edge sportsbook and horse racing technology would create “major value for customers and the business.”
Julian Head, BetGoodwin’s CEO, echoed that enthusiasm, calling it a “milestone launch.” He praised EveryMatrix’s feature-rich sportsbook and the enhancements to their horse racing verticals as vital for long-term differentiation.
Both leaders regard this collaboration as more than a contract—it’s a statement of shared ambition.
The Broader Industry Context
This partnership follows another major milestone for EveryMatrix: a record-breaking aggregation deal with bet365, confirmed as the largest in the company’s history. That agreement opened access to 40 content providers and extended distribution to new regulated markets across Europe and Latin America. It demonstrated EveryMatrix’s scalability and operational reliability.
The company’s expansion in North America has also been impressive, entering six licensed jurisdictions, including Michigan, New Jersey, Pennsylvania, Ontario, Connecticut, and West Virginia, through partnerships with BetMGM and Rush Street Interactive.
What This Means for Bettors
For customers, the impact is tangible. They’ll see expanded betting markets, faster settlements, and wider access to sports events globally. The horse racing integration alone offers over 10,000 monthly races and supports live streaming, meaning fans can watch and bet without switching platforms.
Advanced bonusing tools will tailor promotions to user preferences, reward frequent players, and ensure seamless user journeys. Automated systems will provide faster odds updates and payouts during busy match days, improving both reliability and enjoyment.
Looking Forward
EveryMatrix shows no signs of slowing down. Its 2024 growth streak has carried into 2025, with Q1 results showing continued double-digit revenue growth and strong performance across all divisions. The company says 2025 “looks just as promising” as the record-setting previous year.
For BetGoodwin, the upgrade signals a bold step forward in competing with major league operators. With EveryMatrix’s technology behind them, the brand is positioned as a strong, customer-centric alternative in the UK’s increasingly complex betting landscape.
As the global iGaming industry races toward $65 billion in projected European market value by 2030, strategic partnerships like this one will continue reshaping how operators and technology providers collaborate to give bettors faster, smarter, and more engaging experiences.
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