How FSB is driving our growth in Africa and the UK

EveryMatrix’s acquisition of FSB Technology is continuing to generate new business in Africa and the UK, giving us access to opportunities beyond our established European markets.

Arthur Barker, our Chief Commercial Officer, sat down with iGaming Expert to discuss how the deal has strengthened our technology, brought experienced people into the business and helped us secure new partnerships.

For Arthur, the value of the acquisition continues to grow as those partnerships develop.

“Each month that passes, each new client we get in those territories and each time those clients grow, that deal looks even better for us,”

Turning an acquisition into new business

The FSB deal, completed in July 2024, marked an evolution in our acquisition strategy. Earlier transactions had focused on expanding our product capabilities, including retail technology and games content. Acquiring a competitor created an opportunity to extend our geographical reach as well.

The investment in FSB gave EveryMatrix the people and product development needed to compete more effectively in the UK and selected African markets.

Following the acquisition, we retained 70% of FSB’s revenue. Their knowledge of trading, technology and local operator requirements has helped strengthen our offering, including the development of our proprietary horse racing product.

Our multi-territory partnership with Betsson in Africa is the perfect example of an opportunity that would not have been possible without the acquisition.

The commercial return therefore extends beyond the customers retained from FSB. New agreements, and the growth of those operators, continue to add to the value of the deal.

Finding the right opportunities in Africa

Africa needs to be approached as a region of distinct markets, each with its own commercial and regulatory requirements.

While Kenya and Nigeria are large, established markets, he sees them as more difficult for EveryMatrix to enter. South Africa offers opportunities, while the longer-term potential also lies in English- and French-speaking countries in central Africa.

Rising disposable income, greater device penetration and improved access to data are among the indicators informing that view. Our existing agreements and pipeline are helping turn that analysis into a focused commercial strategy.

“We’re fully committed to the continent,” Barker said.

That commitment includes a physical presence in South Africa, local expertise and continued work to obtain the approvals needed in the territories we target.

Local knowledge supports delivery

Growth in these markets comes with challenges. Regulatory requirements can change quickly, creating demands on both our technology and compliance teams as they support operators.

This can happen in politically stable countries too. Understanding how gaming regulation develops in each territory is an essential part of choosing where, and with whom, to do business.

“We expect them to know the market they’re in.”

For international operators, that means having experienced local teams. In Betsson’s case, for example, its market knowledge helps identify developments early and gives EveryMatrix more time to respond.

We combine that insight with our own research and expertise. The aim is to give partners the support they need as requirements evolve, backed by a platform capable of adapting to change.

A more focused approach to growth

The UK remains an important part of the same strategy. Despite pressure on operator profitability and continued consolidation, Barker remains confident in the opportunities for businesses that execute well on marketing, retention and player engagement.

Our investment in product development and the expertise retained through FSB support that ambition. Barker sees further scope for growth among operators beyond the market’s largest brands.

Looking ahead, he expects acquisitions to remain part of EveryMatrix’s expansion, alongside a more targeted approach to individual markets and partnerships. The priority is to concentrate resources where we can deliver the greatest value for customers and shareholders.

The original version of this article was published by iGaming Expert.