SlotMatrix: bet365 aggregation deal reflects tier one ambitions

Mark Hothersall, our SlotMatrix Global Head of Business Development, reflects on the landmark content aggregation deal with bet365 to provide its in-house and third party content. Hothersall notes that the deal underlines EveryMatrix strategy to secure tier one clients as it aims to establish itself as one of the industry’s leading suppliers.

iGaming Expert: SlotMatrix recently announced a major content aggregation deal with bet365. That’s a big milestone — can you tell us more about it?

Bet365 is one of the biggest and most respected names in the industry, so partnering with them is a huge achievement and a testament to the hard work and dedication of our teams. Their extensive global presence across regulated markets — along with the visibility they have through sponsorships and brand reach — makes this an incredibly valuable collaboration for SlotMatrix.

What does this partnership say about SlotMatrix’s long-term strategy?

Our focus is on continuously strengthening our presence across regulated markets through Tier One and strategic partnerships. This deal with bet365 is a clear reflection of that direction — and it’s only the beginning. These types of partnerships motivate us to keep investing in our platform and expanding the depth and quality of our product range.

This deal aligns with EveryMatrix’s broader strategy of scaling up operations globally. Is the goal to continue securing partnerships of this calibre?

Absolutely. We’re consistently working to improve our product distribution across regulated markets and align with leading operators worldwide. Recent partnerships with names like Danske Spil, Betclic and Veikkaus are perfect examples of this momentum. Each of these deals strengthens our global footprint and reinforces SlotMatrix’s position as a trusted partner.

It’s been a year since the acquisition of Fantasma. Are we now beginning to see the real impact of that deal?

Yes. The first year was about ensuring a smooth transition — migrating Fantasma’s products onto the SlotMatrix platform and setting the groundwork for growth. Now, as we move into 2026, the focus shifts to scaling game production and improving distribution through our platform, while leveraging our Booster tools to maximise performance and visibility for those titles.

SlotMatrix is already recognised as one of the largest aggregators in the industry. What else sets it apart for Tier 1 operators like bet365?

The real differentiator is the breadth and integration of EveryMatrix’s ecosystem. We’re not just about slots and aggregation — we operate across multiple verticals, from casino to sports and beyond. That allows us to support our partners’ broader business objectives, offering a holistic solution that goes well beyond content aggregation alone.

Is the U.S. still viewed as a long-term investment opportunity for SlotMatrix?

Definitely. As each state regulates, our goal is to keep a close eye on these markets early and potentially support key partners with our strongest product lines. It’s a long-term strategy — but one we’re fully committed to as the U.S. landscape continues to evolve.

What does the roadmap look like for SlotMatrix in the next six to nine months in terms of content and partnerships?

Our target is clear — to launch over 40 new exclusive in-house titles in 2026. On the aggregation side, we’ll continue expanding our already industry-leading portfolio, which remains the largest content offering available from a single aggregator. That means continuing to strengthen relationships with our existing partners, expanding our network of vendors, and ensuring SlotMatrix remains synonymous with both scale and quality in aggregation.

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