EveryMatrix has signed a contract of partnership with beBettor, a compliance start-up project. This coalition's purpose is to improve the operational compliance of EveryMatrix in the United Kingdom and comes soon after they had their B2C sports betting and casino license revoked by UKGC.
This shows that the company takes its efforts of making itself more compliant with regulated markets seriously. They are hoping that Gambling Commission will reconsider their decision and lift their suspension of this gaming brand's operations.
Tackling a Delicate UK Market
As for beBettor, they take up the issue of problem gambling in a specific manner...
...by offering a very innovative affordability API with their technology suite that not only checks player affordability (based on information provided by players themselves) and their actions – it can also make a cross-reference between actions of players on several sites, all connected to their database.
Their market-driven solution is “taking on a holistic view at player spending” and is customized for the demanding environment that is UK jurisdiction.
Comments beBettor CEO, Harry Cott:
“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.
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.”
UK Issues
His colleague at EveryMatrix, Ebbe Groes, added:
"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. 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."
This iGaming brand has publicly stated their opinion on the said revoking of their license by the Gambling Commission...
...which was done over concerns of how the supplier organized customer interactions and that they are not adhering to Britain's social responsibility notions.
During the ongoing review process, EveryMatrix will strengthen its compliance procedures with that of UK. They have already taken steps to deal with the issue at hand and will cooperate to the fullest extent possible with UK's regulatory body.
What is peculiar about this case...
..is that suspension of license was decided based on assessment of EveryMatrix general policy and not on a specific case where their social responsibility faltered. During the suspension, EveryMatrix punters can log in their accounts and withdraw all their remaining funds.
Despite having their B2C license suspended, the company's B2B permit is left intact and can still use it in the UK.
Source:
“EveryMatrix signs with beBettor to improve gambling affordability checks”, EveryMatrix PR, September 12, 2019.
BralasLT
4 years ago
UK is a tough market to crack. But when cracked, it's worth it.
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