EveryMatrix Expands in Africa: FSB Technology Deal Drives Market Growth

The iGaming landscape in Africa is evolving at a pace that commands the attention of major industry players. EveryMatrix, a leading software provider in the gambling sector, recognized this trend early and amplified its ambitions through the strategic acquisition of FSB Technology in July 2024. This deal is not merely a technical upgrade for its OddsMatrix platform but a calculated move to establish dominance in regions outside the saturated European markets.

Demographic shifts and increasing mobile data accessibility make Africa a prime territory for digital gaming. While Europe often grapples with rigid regulatory processes, EveryMatrix CCO Arthur Baker describes African markets as dynamic and fast-moving. Opportunities can emerge overnight, requiring immense technological flexibility and close collaboration with local partners to navigate shifting compliance requirements.

Numbers and facts

The continent's economic importance to EveryMatrix is already evident in the data. Three markets currently account for the majority of Gross Gaming Revenue (GGR): Kenya, Nigeria, and South Africa. However, Arthur Baker emphasizes that while Kenya and Nigeria are mature and difficult to disrupt, the true long-term value lies in central English- and French-speaking African countries.

A significant milestone was the launch of Betsson in Cameroon during the second quarter of 2026. This project serves as a prime example of how international brands utilize EveryMatrix's scalable technology to enter new territories. The company has also established a physical presence with offices and staff in South Africa to operate directly on the ground. Baker stresses the necessity of local market knowledge to handle the intricacies of these regions.

"This is not France or the UK, which move at relatively tectonic timescales. It happens overnight. It’s not quite like that, but it’s not a million miles away, which means our tech teams have to rebound to this, our compliance teams have to rebound to this, and come back around with a solution for our operators." - Arthur Baker, Chief Commercial Officer at EveryMatrix

Background

The FSB Technology deal marked EveryMatrix's third major acquisition in three years, following LeapBit in May 2022 and DeepCI in June 2023. While DeepCI was product-driven to enhance AI-based data analysis in affiliate marketing, the FSB deal is market-driven. EveryMatrix CEO Ebbe Groes explained that integrating FSB provides the scale necessary to remain profitable while expanding into new jurisdictions like the UK, Ireland, and Africa.

An interesting aspect of the African market development is the shift in player habits. While sports betting has traditionally dominated, the online casino segment is gaining massive ground. In some regions, casino revenues are already beginning to surpass traditional sports betting. EveryMatrix is responding with its extensive content aggregation portfolio tailored for mobile users. In markets where internet access is almost exclusively via smartphones, a mobile-first strategy is not just a bonus but a fundamental necessity for survival.

Why it matters for German players

For German players, these global expansion steps by providers like EveryMatrix have an indirect but tangible impact. The German market has been strictly regulated since the State Treaty on Gambling 2021 (GlüStV 2021). Clear rules apply here, such as the 1,000 euro monthly deposit limit and the maximum stake of 1 euro per spin on virtual slot machines. Additionally, the Joint Gambling Authority of the States (GGL) monitors compliance through the LUGAS system.

When a major software supplier like EveryMatrix grows globally, it invests more in the security and scalability of its platforms. German players benefit because the technology behind legal, GGL-licensed casinos becomes more stable and secure. However, it is crucial that players in Germany only use operators listed on the official GGL whitelist. Providers with licenses from Malta (MGA) or Curacao do not offer the legal protection guaranteed by German law. Registering at a licensed casino ensures that player protection measures are in place and taxes are correctly paid.

What it means for GGL-licensed casinos

German casinos utilizing EveryMatrix software solutions can expect innovative features driven by the provider's international success. Player retention tools like the EngageSuite, which EveryMatrix uses in mature markets, could also be attractive for German operators to create legal incentives within strict regulatory boundaries. Since EveryMatrix already has experience with rigorous European regulations, their systems are designed to technically implement complex compliance requirements like those set by the GGL.