Migrating affiliate operations at scale without missing a beat
As part of its wider transformation journey with EveryMatrix, bet-at-home not only refreshed its sportsbook and gaming experience for millions of its players, it also refreshed the technology powering its affiliate operations.
Behind the scenes, affiliate performance remained business critical. Any disruption to tracking, reporting, or payments risked impacting both revenue and long-standing partner relationships. That’s where PartnerMatrix, EveryMatrix’s affiliate management technology team, stepped in.
Working alongside the wider EveryMatrix ecosystem, PartnerMatrix delivered a fast and carefully managed migration from a legacy affiliate platform to a scalable, future-ready solution designed for operational control, transparency, and long-term growth.
Tackling a large-scale migration
Bet-at-home wanted to move away from a legacy affiliate platform to a more flexible, scalable solution that could better support its evolving needs.
The goal was not simply to replace existing technology. The brand needed a platform that could provide stronger reporting capabilities, greater operational efficiencies, and the flexibility to support future growth as part of its broader EveryMatrix-powered transformation.
Challenges
- Migrating approx. 10,000 affiliates without losing traffic or revenue
- Safely transferring historical performance and reporting data
- Minimising downtime and reducing the amount of work required from affiliates during the transition
For a mature, high-volume operator like bet-at-home, continuity was essential. Affiliates needed confidence that reporting remained accurate, links continued functioning, and revenue attribution would not be interrupted during the move.
Outcome
PartnerMatrix completed the migration in approximately one month, delivering a structured rollout supported by affiliate management, product, and technical teams from across the EveryMatrix Group.
We delivered:
- Migration of approx. 10,000 affiliates and six months of historical data
- Mapping of legacy btags into PartnerMatrix to preserve tracking continuity
- Dedicated support throughout the rollout process from operational and technical teams
One of the most important advantages of the migration was that affiliates did not need to immediately replace all existing tracking links. By preserving tracking continuity, PartnerMatrix ensured traffic remained stable throughout the transition while significantly reducing friction for affiliate partners.
Synergies with the EveryMatrix ecosystem
Because PartnerMatrix operates within the wider EveryMatrix technology ecosystem, bet-at-home also benefited from stronger operational alignment across platforms.
This included easier cross-platform data validation and reporting checks, greater flexibility for future automation and operational workflows, automated affiliate payout capabilities directly within the system. The migration also strengthened the client’s ability to centralise processes while maintaining the flexibility required for future growth initiatives.
Results that mattered
The transition delivered immediate operational stability while creating long-term platform benefits for the operator.
There was no drop in traffic during or after the migration, ensuring business continuity throughout the process. Affiliates also adapted quickly to the new platform, helping maintain momentum from day one.
Revenues from top-performing affiliates more than double after introducing flexible commission models tailored to different player segments. This created a stronger commercial framework and helped maximise the value of key affiliate partnerships.
Improved visibility across the full acquisition funnel also enabled Bet-at-home to identify high-value affiliates, optimise commercial agreements, and focus on the partnerships with the greatest growth potential.
At the same time, more transparent reporting increased affiliate trust, while faster data processing improved operational efficiency across the programme.
