EveryMatrix has expanded its partnership with the Merkur Group after agreeing a new omnichannel sportsbook deal with Belgian operator Betcenter. The agreement will see EveryMatrix replace Betcenter’s legacy in-house sportsbook platform with its full technology stack, covering both the operator’s online sportsbook and retail estate. EveryMatrix will also migrate customer operations and introduce a new system for Betcenter’s Belgian-facing brand.
The deal marks a significant deepening of the relationship between EveryMatrix and the Merkur Group, which owns Betcenter. By deploying its complete sportsbook solution, EveryMatrix aims to provide Betcenter with a modern, unified platform that can serve both digital and land-based channels. This omnichannel approach is increasingly important in regulated markets like Belgium, where operators must offer seamless experiences across online and retail touchpoints.
For EveryMatrix, the agreement strengthens its footprint in the Belgian market, which is one of Europe’s more mature and tightly regulated gambling jurisdictions. The company’s technology stack includes its OddsMatrix sportsbook platform, which offers pre-match and live betting, as well as data feeds and risk management tools. By migrating Betcenter’s customer operations, EveryMatrix will also handle player account management, payments, and compliance functions.
The move comes as Belgian operators face increasing regulatory scrutiny and competition. Betcenter, which operates under the Merkur Group’s umbrella, will benefit from EveryMatrix’s scalable and compliant platform, which is designed to meet local licensing requirements. The partnership also highlights the trend of operators moving away from in-house solutions toward third-party providers that can offer more advanced features and faster time-to-market.
EveryMatrix has been active in expanding its sportsbook business across Europe, with recent deals in markets such as Germany, Romania, and the Netherlands. The company’s modular approach allows operators to pick and choose components, but Betcenter has opted for a full-stack replacement, indicating a high level of trust in EveryMatrix’s capabilities. The migration process is expected to be completed in phases, with the online sportsbook launching first, followed by the retail integration.
Industry observers note that the Belgian market is dominated by a few large operators, and smaller players like Betcenter need to differentiate through technology and user experience. EveryMatrix’s platform offers features such as personalized betting interfaces, advanced cash-out options, and comprehensive data analytics, which could help Betcenter attract and retain customers in a competitive landscape.
The partnership also underscores the importance of omnichannel strategies in regulated markets. Belgian law requires operators to offer both online and retail services under a single license, making it essential for platforms to support both channels seamlessly. EveryMatrix’s solution is designed to provide a unified back-end, allowing Betcenter to manage promotions, odds, and player data across all touchpoints from a single interface.
Looking ahead, the success of this integration could pave the way for further collaboration between EveryMatrix and other Merkur Group brands. The Merkur Group operates in multiple European markets, and a successful deployment in Belgium might lead to similar deals elsewhere. For now, the focus is on ensuring a smooth migration for Betcenter’s existing customers and retail staff.
EveryMatrix has not disclosed the financial terms of the deal, but such agreements typically involve recurring platform fees and revenue-sharing components. The company’s sportsbook division has been a growth driver, with revenue increasing year-on-year as it signs new clients and expands into new territories.
In summary, the EveryMatrix-Betcenter deal represents a strategic move for both parties: Betcenter gains a modern, omnichannel sportsbook platform to compete in the Belgian market, while EveryMatrix solidifies its presence in a key European jurisdiction. The partnership is a testament to the growing demand for full-stack technology solutions in the iGaming industry.