Solving the Bonus Puzzle

EveryMatrix aims to work with clients to diversify offerings and attract established operators who are looking to launch new brands and enter new markets. In this interview, Maria Debrincat sat down with Stian Enger Pettersen, CEO of CasinoEngine at EveryMatrix, to discuss their latest offerings further.

Maria Debrincat: This year, we’ve seen EveryMatrix’ focus shift towards cross-selling sports and casino. Can you expand on this integration and what your objectives are?

Stian Enger Pettersen: EveryMatrix holds a privileged position to help clients enhance their offering and drive revenues across verticals. In 2020, we’ve expanded our esports product, increased coverage, as well as improved the BetBuilder which is now available for Football, Basketball, FIFA with more sports coming soon. In casino, we’ve leveraged CasinoEngine’s rapid integration methods to increase virtual sports coverage.

Bonus, tournaments, challenges and more can be set up to include any combination of sports, esports, virtual sports, casino and live casino, configurable down to specific games or specific events and markets.

Our objectives are to continue to work with existing clients to diversify offerings and attract established operators who are looking to launch new brands and enter new markets both via our modular and turnkey solutions.

MD: On this note, your newly relaunched BonusEngine looks like a cross-product bonusing tool. What other benefits does it bring for operators?

SEP: The focus was to bring essential business benefits for operators. Part of these fall under the goal of increasing operational efficiency, as BonusEngine equips operators with one single point of management across products and brands alike, including a host of content provider specific features that we have integrated with so that they can be managed end-to-end via BonusEngine back-office.

They can leverage the system in several ways, by cross-selling casino and sports betting, or mitigating bonus abuse, and synchronizing their rewards with the right players. BonusEngine features rich dependency- and exclusion logic, which can be used between any number of bonus programs to create fully automated player journeys tailored for different player segments and their preferences. With a wide range of bonus types available, operators can reward players way beyond bonus cash, which in combination with ways to target the right players with the right bonus results in reduced bonus costs.

On top of this, EveryMatrix has integrated with several CRM platforms, such as Optimove, Emarsys and Fast Track, which further enable operators to make the most of their data. I’d say that an operator that has one single bonusing system that helps them be on top of these things – operational efficiency, cost optimisation and rich, targeted and real-time player engagement features – is already several steps ahead of their competition.

MD: The BonusEngine was relaunched during COVID-19, was this a product that emerged because of recent circumstances or was it a part of your development plan?

SEP: BonusEngine has been part of the EveryMatrix product suite for three years now, and the relaunch has been part of our long-term strategy. The main reason for the relaunch is the fact that we have fully detached BonusEngine from our PAM, GamMatrix, which up until now handled bonus wallets. This dependency is now history, which means operators using their own or other 3rd party PAMs can get BonusEngine. This is a strategic goal for us and makes our offering to T1 operators more flexible and attractive.

The original version of this interview has been published in the Winter 2021 issue of SiGMA Magazine under the title Solving the bonus puzzle.