Online gambling company EveryMatrix has teamed up with UK gambling compliance start-up beBettor in a bid to “radically improve” its operational compliance in the UK market.
EveryMatrix announced the deal with beBettor shortly after news emerged that the UK Gambling Commission had suspended its B2C license in the UK.
The company said in a recent statement that its license suspension had to do with how the company managed its customer interactions in the local market and that its UK-facing operations would remain suspended until it can demonstrate to the gambling regulator that it has taken the necessary steps to ensure full compliance with the social responsibility regulations it is obligated to follow under the terms of its license.
The beBettor Partnership
Through its partnership with beBettor, EveryMatrix will look to improve its social responsibility processes in order to eventually have the license suspension lifted. The company’s punishment by the UK Gambling Commission affected several white label brands operated under the suspended B2C license. EveryMatrix’s B2B operations remained unaffected by the suspension and the company is able to provide its casino integration platform and other products and solutions in the UK market.
EveryMatrix’s new partner, beBettor, provides an API that checks gamblers’ affordability based on information provided by them and their actions on a single website. The tool can also cross-reference players’ actions on other gambling websites that are connected to the beBettor network.
The solution is being promoted as one that takes “a holistic view at player spending, specially tailored for the UK market.”
Better Affordability Checks
Commenting on their partnership with beBettor, EveryMatrix CEO Ebbe Groes said that they are excited to work on “this novel idea” and that they believe it will help not only players on his company’s brands but can also drive “an industry-wide push for better affordability checks for the UK players.”
Mr. Groes went on that problem gamblers oftentimes have multiple gambling accounts and “the only way to spot and take action will be for us to all work together for safer gambling experience.”
beBettor CEO Harry Cott added that players’ affordability to gamble and operators’ social responsibility towards customers is “an industry-wide challenge” that they are delighted to start solving with EveryMatrix.
Mr. Cott further pointed out that isolated operator action would not reduce gambling-related harm in the long-term and that their networked approach that aims to understand customers’ affordability can help beBettor operators power “the next generation of their social responsibility policies and procedures for customer interaction.”
Under their licenses from the UK Gambling Commission, UK-facing operators are required to comply fully with recently updated and strengthened know-your-customer policies that, among other things, involve monitoring players and bettors for suspicious gambling patterns and intervening when necessary to prevent customers from sustaining massive material and non-material losses.
Operators must also be able to identify the sources of gamblers’ finances when suspicious movements of funds occur while gambling.
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