Unsatisfactory uptime and limited scalability of igaming software

Scaling in igaming requires more than just growth – it demands adaptability and precision. From navigating regulations to delivering localised player experiences, success hinges on the right tools and strategies.

Stian Enger Pettersen, CEO Casino, EveryMatrix, reveals how innovative solutions can help operators scale rapidly and thrive in competitive global markets.

What areas have the most impact when looking to scale operations quickly?

Scaling operations means much more than handling more traffic. You need to both adapt to regulatory changes in existing markets and be able to enter new ones as fast as possible.

Operators must not only maintain operational efficiency while updating their portfolios, but also ensure these are tailored to local preferences and compliant with regulatory requirements. When an operator seeks a specific game provider or unique titles, their software supplier should also be capable of swiftly accommodating such requests.

This is precisely where CasinoEngine excels. We’ve optimised our platform to provide operators with seamless access to new game releases, regulatory updates, and swift delivery of bespoke requests.

Additionally, CasinoEngine includes a hosted game aggregation solution, which alleviates the operational burden on operators while guaranteeing uptime and transactional speed for all other services integrated into the platform.

What does it take to maintain that growth momentum?

Growth requires attracting and retaining players while maximising their lifetime value (LTV). Key to this are loyalty and engagement tools – not the outdated, overused tools players have grown indifferent to. What you need are next-generation tools designed for the future.

We’ve anticipated this need with EngageSuite, our set of loyalty and gamification tools. Operators can customise them to create seamless cross-vertical player experiences. EngageSuite consists of six interconnected tools that deliver personalised player journeys based on their actions, working autonomously once configured:

This includes BonusEngine offering a variety of bonuses, including Bonus Money, FreeSpins, FreeBets, CashBack, StakeBack, and more; JackpotEngine, enabling operators to configure and manage jackpots across any game, vendor, or player segment; LoyaltyEngine, a cross-vertical loyalty program that allows operators to set levels, configure experience points and coins, and offer rewards across gaming verticals; PrizeEngine, providing configurable mini games with monetary and non-monetary prizes; Tournaments featuring real-time leaderboards for engaging competitions across sports events and casino games; and Challenges that engage players with tasks to complete for added excitement.

Added this, excellent customer support is essential. Players need access to help when required, along with clear and transparent information. For example, through our API, operators can view game replays in the back office while players can access them on the front end.

Combine this with smooth payment and withdrawal processing and 24/7 player assistance, and you have a winning formula for sustained growth.

How does EveryMatrix approach localisation for games, bonuses, and the front-end?

Localisation is all about providing operators with the flexibility to adapt to the unique preferences and needs of their target markets. At EveryMatrix, we empower operators to localise their offerings in several ways.

Firstly, content localisation is key to market success, and it extends beyond understanding player preferences and trends. Many operators prioritise content from top vendors, which has its merits, but this approach alone is not enough for success.

It requires choosing the right vendors and games while ensuring compliance with local regulations. Even with deep market knowledge, regulatory challenges can still impact operators’ goals.

In Europe, for example, player preferences might lean toward specific games, but regulations like bet limits or restrictions on features like Buy Features can constrain what you can offer in your portfolio.

Some operators believe that content localisation alone is enough to succeed in a new market, but this approach often falls short. We emphasise educating our clients on the multifaceted nature of localisation.

That’s why, when it comes to the front-end, we focus on complete flexibility as well. With us, operators can develop their own front-end from scratch, maintaining full creative control; they can mix and match their custom design with our pre-developed widgets to save time while retaining a tailored look and feel; and they can use our ready-made front-end, optimised for seamless integration and performance.

This flexibility ensures operators can deliver experiences that resonate with local audiences, by adapting existing solutions or building entirely unique interfaces.

For games and bonuses, our platform and tools are designed to support localisation at every level. CasinoEngine allows operators to curate game portfolios tailored to specific regions, ensuring players have access to titles that align with their preferences.

EngageSuite enhances this by enabling the creation of custom bonus types and promotions designed to appeal to local audiences, whether that’s through language customisation, culturally relevant incentives, or targeted campaigns.”

From a technical standpoint, how does CasinoEngine handle rapidly growing traffic?

We provide operators with customisable tools they can tailor to their business needs, alongside the flexibility to develop independently. This is supported by scalable web apps, Windows servers, and horizontally scalable databases, allowing server nodes to be added or removed and databases to scale on demand.

Our platform handles peaks of 5,800 transactions per second, with an average of 125 transactions per second per deployed application node for the Gaming Integration Component, and a median transaction time of just 35ms.

In short, we’re ready to help our clients scale their business to meet any goal – whether it’s expanding in an established market or entering a new one. From tailored content offerings and comprehensive localisation to boosting traffic and customising both back-end and front-end systems, we’ve got it covered.

Can you provide an example of how EveryMatrix has facilitated rapid growth and operational scale?

The most significant impact has come from tier-1 clients migrating to our casino platform, particularly sports operators with minimal or no casino GGR, where we’ve driven dramatic growth. The numbers speak for themselves: with 300+ clients across multiple jurisdictions, we proudly maintain an industry-leading 97% client satisfaction score. What’s more, EveryMatrix client retention is industry-leading, and we haven’t lost a single large client for more than five years in a row.

When it comes to impressive growth, we’ve partnered with clients who began as startups, helping them scale their businesses from the ground up. A standout example is a client in the Latin America (LatAm) region who, with our support, has achieved exceptional month-on-month (MoM) growth.

Starting from scratch, this client leveraged EveryMatrix’s comprehensive suite of tools and services to build a robust foundation for their operations. But the results speak for themselves.

In the Latin American City of Buenos Aires (CABA) jurisdiction, our client achieved remarkable growth in their operations over two years, including:

• 35% UAP growth/month (average)
• 46% growth in total bets/month (average)
• 58% growth in total wagered amount/month (average)

This success showcases how flexibility and operational excellence go hand in hand to drive sustainable growth.

The original version of this article was published by iGamingBusiness.