iGaming solutions provider EveryMatrix has partnered with London-based compliance start-up beBettor to use its customer affordability technology across its platforms.

The agreement is part of EveryMatrix’ attempt to improve its operational compliance following the suspension of its B2C license by the UKGC earlier this month.

“We're excited to work with beBettor on this novel idea. We believe it will help not only players on EveryMatrix brands but that this can help drive an industry-wide push for better affordability checks for the UK players,” said EveryMatrix chief executive Ebbe Groes. “Problem players will often have many accounts and the only way to spot and take action will be for us all to work together for a safer gambling experience."

beBettor helps operators with affordability API to help solve problem gambling. The company not only checks player affordability based on information provided by players and their actions on a single website, but can also cross-reference player actions on other sites that are connected to their network.

“Affordability and operators’ social responsibility towards customers is an industry-wide challenge which we are delighted to start solving with EveryMatrix in a collaborative way,” said beBettor chief executive Harry Cott. “Given the average online gambler in the UK now has 4 accounts, isolated operator action will not sufficiently reduce gambling-related harm long-term.

“That’s why we’re building a networked approach to understanding customers affordability, which will help beBettor operators power the next generation of their social responsibility policies and procedures for customer interaction. We’re very happy EveryMatrix has decided to join the network and shape the future of sustainable gambling.”