Stockholm-based affiliate gaming specialist Ihre Consulting has launched its first customer-facing online casino offering, powered by EveryMatrix’s platform. 

Codeta.com has been in development for 13 months, backed by an initial funding of €2m (for a 40 per cent share in the business), and went live this week.

The site will benefit from tapping into Ihre Consulting’s core affiliate traffic brokerage business, and is currently focussed on the live dealer gaming sector with Evolution Gaming the main provider of its core games.

The brand has been developed with LynxEye Brand Consultants, with the company initially to focus on affiliate marketing but then more traditional marketing methods.

"We have been working meticulously on this project for more than 13 months, including an unprecedented research-phase, so that we may be able to say now that we are not your usual online casino," explained Edward Ihre, founder of Ihre Consulting, which claims to work with more than 120 operators and 25,000 affiliates. "We are the next big thing in the market.”

Codeta.com utilises EveryMatrix's GamMatrix games management and payment platform, alongside the supplier's CasinoEngine aggregation solution, through which the operator can access games from suppliers including NetEnt, IGT, NYX Gaming, Play'n GO, Microgaming and Vivo Gaming.

"Codeta is not your everyday casino and we are delighted they have chosen us to reach the market," EveryMatrix chief executive Ebbe Groes said. "Live casino is the fastest growing segment within the gambling industry and is projected to have an annual growth of 18 per cent globally up until 2018.”

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