Building a market-leading jackpot experience in Sweden
When ATG Casino set out to enhance its casino offering, the goal was clear: create a compelling, locally relevant jackpot experience that could rival market leaders while complying with Sweden’s strict regulatory framework.
To achieve this, ATG Casino partnered with EveryMatrix, establishing a successful collaboration that quickly delivered results for both ATG Casino and its players, as demonstrated by two record-breaking wins within a six-month period.
A vision to offer personalised experiences
ATG Casino aimed to surpass the success of established brands by enhancing the player experience with a system that adds an extra jackpot layer to all games. The challenge lay in making this functionality work seamlessly across a diverse portfolio that included both aggregated content and direct integrations.
EveryMatrix stood out as the partner most capable of meeting these requirements. While our EngageSuite Jackpots solution provided a strong foundation, significant collaboration was required to adapt to ATG Casino’s ecosystem. Both teams worked closely to ensure the jackpot layer could function across all games, regardless of integration type.
The result was not just a technical achievement, but a testament to partnership. Despite initial questions around how the final solution would take shape, the project evolved into a highly successful and innovative delivery.
“I’m really impressed with how you supported us, finding solutions, helping us understand how we could use the APIs. This partnership means more than EngageSuite Jackpots now. We integrated your in-house content from Fantasma Games and have multiple other things on the roadmap”
Jan Sonnevi
Head of Casino at ATG
When partnership translates to success
The solution officially launched in December 2024, following an intense development phase driven by a shared goal: going live before the holiday season. Both teams pushed hard to meet the deadline, successfully delivering the product on time.
As with any jackpot system, early performance required careful interpretation. Initial jackpot payouts, particularly at the Mega level, occurred sooner than expected. However, this was a natural variance rather than a flaw in the system.
Over time, as more data became available, confidence in the product grew, with performance aligning with expectations and predefined parameters.
Driving engagement in a regulated market
Operating in Sweden presents unique challenges. Strict regulations limit promotions to a single welcome offer making it difficult for operators to incentivise players through traditional means. For ATG Casino, the EveryMatrix jackpot solution became an essential engagement tool.
By introducing a jackpot layer – exclusive to Swedish players – ATG Casino successfully differentiated its offering from multinational competitors. Unlike global jackpots, this solution emphasised local relevance, reinforcing player trust and appeal.
The results speak for themselves. In the first year alone, ATG Casino paid out approximately 65 – 70 million SEK (5.9 to 6.4m Euros) in jackpot winnings to Swedish players. Campaigns highlighting these wins, including visual maps of payouts across the country, further strengthened the brand’s local connection.
“It was a really interesting project and delivery. […] We were really impressed with both teams for delivering this product. Making everything work across all integration was impressive work.”
Jan Sonnevi
Head of Casino at ATG
Strengthening loyalty and improving lifetime value
One of ATG Casino’s initial concerns was the impact of adding a jackpot contribution to each spin, effectively increasing player spend. There were questions about whether this might lead to faster player burnout or reduced overall turnover.
However, data revealed a different story. Players who opted into the jackpot feature demonstrated higher engagement and increased loyalty. While player churn wasn’t eliminated, the overall effect on the player base was positive.
“The players who joined the jackpot ended up being more loyal, making one more deposit, staying with the brand at a higher level than people that didn’t join the jackpot. So, our worries weren’t actually true in the bigger picture.”
Jan Sonnevi
Head of Casino at ATG
The jackpot not only enhanced player retention but also contributed to revenue growth, offering a significantly higher margin compared to standard slot gameplay.
ATG Casino and EveryMatrix success
Beyond the product itself, ATG Casino highlights EveryMatrix’s collaborative approach as a key strength. From flexible API usage to transparent communication and joint problem-solving, the partnership enabled both teams to navigate complexities and deliver a tailored solution.
This collaboration continues to expand, with ATG Casino planning to integrate more content and services through EveryMatrix’s platform, further strengthening their long-term relationship.
