Driving rapid growth in the UK for BetTom
Introducing BetTom, one of the most dynamic sportsbook-focussed brands to enter the UK market in recent years. Led by industry veteran Paul Colley, the brand was built on a simple but powerful idea: to deliver a scalable, personalised betting experience that puts recreational customers first.
To execute this, Colley combined the trust of traditional bookmakers with the agility of modern, data-driven operators, creating a cocktail that would resonate with everyday punters.
To bring his vision to reality, BetTom needed more than a supplier. It needed a platform partner capable of delivering a localised, unique modern gaming experience with player choice and operator control at the heart of it.
Choosing a platform partner for growth
Throughout 2024, Colley led an extensive procurement process to find a partner who could support BetTom’s ambitions.
His requirements were clear:
- A platform that supported the challenging compliance environment of the UK market
- A modern, content and feature heavy localised sportsbook with horse racing at its heart
- A comprehensive catalogue of casino content
- Platform tools that supported commercial efforts across multiple marketing channels
- Enhanced speed to market capabilities
After various meetings with multiple suppliers, the mix of our global prowess and UK focussed acquisition of FSB Technology meant Colley signed a multi-year deal with EveryMatrix.
Building a UK Turnkey powerhouse
BetTom’s ambitions were bold and their focus was wide. With a broad product proposition required, the operator selected EveryMatrix’s full turnkey solution across key verticals of sport, casino, platform and affiliate.
These best-of-breed products deliver unbeatable scale across content, bonusing and data while offering localised features for the co.uk market via a proprietary horse racing platform, UK focused lobby management and affiliate market intelligence.
Given horse racing’s importance to BetTom’s proposition, our proprietary platform was crucial to the partnership, offering:
- Full pricing control
- Integrated bonusing
- 24/7 trading team access
When development work began in late 2024 we were met with an aggressive timeline, but our UK delivery division worked hand in hand with BetTom’s leadership team and key departments to fulfil the brand’s regulatory needs and support their local strategy.
The result? BetTom went live on schedule in late May 2025, perfectly timed for the marque events of the UK flat racing season.
From ambition to acceleration
From day one, the team’s understanding of the UK market, brand-building expertise, and close cooperation with the EveryMatrix London-based departments, such as Trading, Account Management, and Compliance, set a solid foundation for growth.
Since going live in late May 2025, BetTom has rapidly emerged as the fastest-growing operator on our sportsbook platform, achieving eight-figure monthly turnover and maintaining strong double-digit profit margins.
Their personalised marketing strategy, powered by our data capabilities and bonusing tools, is driving exceptional player acquisition, consistent retention, and high lifetime value.
The UK market landscape is one of the most advanced and competitive in the world, shaped by strict regulations and rapid technological evolution.
From the start, our involvement was focused on the software, building a high-performing, locally focused sportsbook brand from the ground up.
So, we delivered a Full Turnkey solution combining our best-of-breed products across sports, casino, bonusing, and data management, all built on our modular microservices architecture to ensure rapid deployment and flexibility.
They have deployed our wide range of platform tools to support their performance, including:
- Managing odds output
- Creating custom pre-packed bet builder options
- Optimising the casino lobby
