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As more and more online casino markets open up globally, operators face the challenge of catering to players all around the world with different preferences and needs. 

And while online casino aggregation has become and ever-increasingly popular phenomenon as operators seek to provide a plethora of content to their players, providing high-quality content tailored to a specific market can prove a tough endeavour. 

This is where companies such as EveryMatrix step in. EveryMatrix provides operators globally with its SlotMatrix gaming aggregation platform and aims to provide localised content that engages players in each specific jurisdiction. 

Ahead of the supplier’s appearance at ICE London 2024, EveryMatrix’s Head of Casino Stian Enger Pettersen speaks with CasinoBeats to highlight how to perfect gaming aggregation, how best to innovate in the online casino space and what delegates can expect to see at its stand next month. 

CasinoBeats: With players seeking more and more choice regarding their slot games, how important is it to offer a varied range of games via an aggregator?

Stian Enger Pettersen
Stian Enger Pettersen. Image: EveryMatrix

Stian Enger Pettersen: With 15 years of experience integrating, distributing and delivering the most extensive content library in our industry, we’ve learned that a localised content strategy is as vital as having a varied content offering. Each market has its own unique regulatory requirements while each set of local players gravitate towards games that align with their specific cultural preferences. Localised content is king.

Certain markets are more dynamic than others, while conditions and trends evolve rapidly. In our experience, it’s these markets in which operators need to go the extra mile in terms of content offering, meaning personalising their offerings while remaining compliant with local regulations. 

We also recommend operators manage the front-end presentation for players, creating diverse lobby variations, tailoring categories and game order for specific markets and/or player segments, and build web and mobile lobbies tailored for games, live dealer tables, and VIPs to stand out against the competition. To do this effectively, automation is a must.

CB: What does the SlotMatrix aggregator offer to operator partners and how does it differentiate itself from the countless others on the market in 2024? 

SEP: As the industry’s largest aggregator, we pride ourselves on integrating more content than anyone else, integrating 37 new vendors in 2023, which I suspect is a record. Our mission is to continuously offer fresh content. 

Our aggregation division, SlotMatrix, also empowers brands to curate the ideal content for each market, backed by a robust productivity platform, CasinoEngine, offering flexibility, localisation and personalisation. This enables operators to precisely target player segments and to instantly present them with the games they are most likely to enjoy. The platform also facilitates the continuous addition of new content, ensuring players are consistently offered relevant titles.

CB: Slot aggregation is clearly experiencing a boom in the current climate but is there ever a risk of suffering from quantity over quality when providing thousands of titles in one hub? 

SEP: Today, consumer preferences are changing faster than ever. At EveryMatrix we like to stay ahead of the game therefore integrating more content than anyone else ensures we always ride the waves of player behaviour and trends. 

What’s more, we guide each of our clients regarding what content offering they should choose, taking into consideration their target market(s). Therefore, there is no such thing as quantity over quality if you carefully choose what to offer to your players considering their needs.

A game or provider might perform incredibly well in some markets, but less so in others and of course this can change over time depending on multiple factors. One size rarely fits all. There are multiple benefits for our clients of being able to tap into the largest aggregator in the industry including selecting the optimum content mix for specific territories and player segments alongside accessing dedicated SlotMatrix experts who support and advise on the ideal strategy for their brand, accessing exclusive games they cannot find elsewhere, taking their casino strategy to another level with our leading bonusing and gamification tools and APIs that are proven to drive acquisition and retention.

CB: How does EveryMatrix innovate its product portfolio to help operators acquire users and what does it take to effectively retain players?

SEP: We always go the extra mile for our customers, and content offering is no exception. We are in the process of launching a unique arsenal of gamification tools, all under one name: BonusEngine Boosters. 

BonusEngine Boosters is an additional layer of excitement and value for players, seamlessly integrated across all games and providers, offering customisable jackpots, lucky wheel, leaderboards, challenges and free spins.

This suite of engagement tools offers operators complete flexibility to configure unlimited gamification layers, all in one place, as well as brandable interactive in-game widgets that are updated in real-time. 

The new toolset was designed as the solution to help boost acquisition and retention through various features and that can be connected to any type of reward, while reducing retention marketing costs through targeted and fully configurable promotions.

CB: How do you ensure there is a balance between incentivising players to sign up for and keep using an online casino platform and robust responsible gambling mechanisms? 

SEP: Designing and delivering technologies, tools and products that adhere to regulatory and safer gambling requirements is of vital importance to us and we are committed to this across every market we work in with our more than 300 customers. 

Following a rigorous audit process, we became the first iGaming supplier to be awarded World Lottery Association (WLA) Safer Gambling certification. The audit process included providing evidence that both showcased and pledged to abide by and continually implement the WLA’s guiding principles aimed at protecting players.

Our Environmental, Social and Governance (ESG) policy includes a strengthened Safer Gambling strategy to ensure all our nearly 1,000 employees across 12 global offices and all our clients have the necessary tools available to them and are fully informed of the latest research to operate in a responsible and ethical way. 

CB: What can delegates expect to see at the EveryMatrix stand at ICE 2024?

SEP: As the show bids farewell to London in 2024 and ‘ola’ to Barcelona in 2025, prospective customers at this year’s ICE show will be able to experience the complete range of products on our stand (N6-210). Our three core pillars of casino, sports and platform will take centre stage with our experts available across three days to discuss, demonstrate and showcase our comprehensive range of software, features and functionality within these key areas.

Within the casino vertical we will have on-demand demonstrations to showcase our new content enhancement tools and technologies entitled ‘BonusEngine Boosters’. This comprises five elements all aimed to enhance the player experience by adding multiple layers of excitement and engagement to any EveryMatrix or third-party game, across any supplier and any platform, significantly increasing acquisition and retention rates and player lifetime values.

This includes configurable jackpots, available on any game and any supplier; multiple free spins options; tournaments with leaderboards; challenges based on wagering targets; and Lucky Wheel, a configurable tool operators can use to offer their players cash and non-cash prizes depending on their preferences.

Our casino display will also focus on aggregation via SlotMatrix, with access to the largest library of global in-house and third-party content complete with easy, one-time integration, support and ongoing content recommendations plus all the well-known complementary bonus and gamification tools and features that continue to drive record revenues for the world’s biggest iGaming brands.

Book a meeting today with our experts at ICE 2024 on stand N6-210.