earlier stage so operators can take early action. You want to be better than your competitors because bonus abusers look for the easy prey. It is still early days in bonus abuse prevention, but I think we have chosen the right approach with BonusGuardian which is purely AI and machine learning automation.
Roughly 20 per cent of slots being released have abusable features so no matter how good you are or the number of staff you have it's very difficult to tag everything as it happens. You need AI to follow betting patterns easier and quicker.
FanDuel and BetMGM – so when the next state opens, we're exposed to 90 per cent of that market immediately. In a sense our client acquisition in the US is done. Chasing the last 10 per cent might not necessarily be worth the effort as it's very granular.
We've got what we need so now our priority is making doors open with our games which is where Fantasma comes in. Tey have a much bigger traction in the US than EveryMatrix’s titles. In Canada we offer our platform and are close to going live with Pinnacle in Ontario. We see Canada as a turnkey casino platform market for us in addition to aggregation whereas in the US we're going to do
“What we previously lacked was a programme a customer could enter from day one through to the end of their lifecycle. Campaigns come and go, tournaments start and end, but
LoyaltyEngine serves as the centrepiece that is supported by all the other features. It's not a CRM and builds a much stronger connection to the brand than a bonus.”
Is the industry doing enough about fraud?
I think bonus abuse is probably the most under-communicated challenge. For some reason it always flies under the radar. Bonus abuse is always lurking in the background, costing something in the region of €15bn. It deserves much more attention than it gets. One person committing this abuse doesn't do too much damage, but there are syndicates and groups working together multi-accounting with a business-like approach. Tat's when things get costly.
How is EveryMatrix positioning itself to capitalise in the US?
We don't think we're late to the party, but we've entered at a later stage and we're thankful we didn't jump on the bandwagon back in 2015. We feel we've come in at the right time. We now have a presence in all the regulated states and when the next state is regulated, we're not going to wait.
We have deals with the “Big Five” – Rush Street, DraftKings, Caesars,
STIAN ENGER Casino CEO EveryMatrix
aggregation only - not our PAM or casino platform. Where's the scope for improvement in EveryMatrix's casino offering?
Tere is room for improvement in terms of our pure aggregation offering. I think it's key for us to lead with something exclusive which is where Fantasma and Armadillo, as well as other third parties on our RGS, are a USP. We have almost everything now with a live studio, an RGS, games, a casino platform - there are so many synergies and POCs between them which we can later expand on. For example, when a game is released very few providers have an API which allows them to automatically register that on an aggregation platform.
We can build that API between our RGS and platform which means games can be registered within five seconds without human errors and rolled out a few hours faster than competitors. Another goal of mine is to go deeper into the game rounds because every symbol in a game can logged and parsed to offer deep gamification.
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