bet365 is taking yet another bold step in strengthening its global iGaming portfolio thanks to a landmark partnership with EveryMatrix. The agreement, described as the largest aggregation deal in EveryMatrix’s history, gives bet365 access to SlotMatrix. The platform hosts one of the most extensive casino content collections in the industry.
Through this collaboration, bet365 is integrating EveryMatrix’s in-house titles along with content from more than 40 external providers. The expanded portfolio will be rolled out across already regulated markets, with further potential jurisdictions expected to follow.
For players, this means access to a much broader range of games, from premium video slots and table games to modern mechanics such as instant win and crash-style formats. It is a move that not only enhances player choice but also positions bet365 as one of the most versatile online casino operators in the market.
Already, SlotMatrix has emerged as the world’s largest aggregation platform, currently hosting more than 37,000 games from over 350 suppliers. Beyond sheer volume, it offers a combination of in-house development, exclusive third-party partnerships, and operational support services designed to streamline integration for operators.
The platform has also demonstrated its commitment to innovation, recently adding Fortune Llama Hyper Heist to its catalogue. This reflects SlotMatrix’s strategy of combining scale with fresh, engaging content to maintain player interest across diverse markets.
EveryMatrix’s Expansion Strategy
The bet365 deal comes at a time when EveryMatrix has been actively expanding its footprint in key regions. In the UK, the company has signed turnkey partnerships with BetTom, The Palaces, and independent bookmaker Ken Howells. Earlier this year, it also opened a new London office to support its casino and sports platform growth, marking a significant investment in one of the world’s most competitive gambling hubs.
And this is a growing trend. With global iGaming revenues projected to exceed $150 billion by 2030, operators are increasingly turning to large-scale content providers to maintain competitiveness, drive player engagement, and expand into new territories quickly.
Industry Reactions
Ebbe Groes, EveryMatrix Group CEO and Co-Founder, characterized the agreement with bet365 as a defining milestone for the company. He explained that SlotMatrix had become a “must-have” product for tier-1 operators, significantly ahead of competing solutions, and emphasized that the focus now was on accelerating in-house games development while onboarding more premium vendors to the platform.
On bet365’s side, company representatives described the partnership as a step forward in their mission to provide exceptional products and experiences to players. They highlighted that integrating SlotMatrix content would help them maintain their reputation as an industry leader and enhance the appeal of their casino offering across regulated markets.
