EveryMatrix has begun to lay the foundations of its previous pledge to strengthen its compliance processes and procedures, following the suspension of its B2C licence for sports and casino in the UK.

Following last week’s decision, with EveryMatrix stressing that it remains hopeful that the UK Gambling Commission will lift the suspension, the firm has aligned with compliance start-up beBettor.

The newly inked agreement is part of “continued efforts to radically improve operational compliance,” with the UKGC stating that the suspension will remain in place until it can demonstrate that it has taken steps to be fully compliant with its social responsibility obligations.

Ebbe Groes, EveryMatrix CEO, explained: “We’re excited to work with beBettor on this novel idea. 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. 

“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.”

beBettor is a tech firm that helps organisations gain a deeper understanding of player spending, with its services specifically tailored for the UK market.

The company not only checks player affordability based on information provided by players and their actions on a single website, but can also cross-reference player actions on other sites that are connected to their network.

Harry Cott, beBettor CEO, commented: “Affordability and operators’ social responsibility towards customers is an industry-wide challenge which we are delighted to start solving with EveryMatrix in a collaborative way. 

“Given the average online gambler in the UK now has 4 accounts, isolated operator action will not sufficiently reduce gambling-related harm long-term. 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.

“We’re very happy EveryMatrix has decided to join the network and shape the future of sustainable gambling.”