FDJ United adopts PartnerMatrix Intelligence to strengthen European affiliate strategy
Operator to use EveryMatrix-owned tool for real-time tracking and optimisation across multiple brands.
Key points:
– FDJ United selects PartnerMatrix Intelligence (PMI) for multi-brand affiliate monitoring in regulated European markets
– Technology to provide real-time performance data and identify high-value growth opportunities
– Follows recent partnership renewal with Queensberry Promotions and ongoing brand consolidation strategy
FDJ United (OBG) has partnered with PartnerMatrix Intelligence, part of the EveryMatrix Group, to support its affiliate operations across regulated European markets.
The technology will give the operator real-time visibility over which global sites are promoting its brands, the specific pages used and their performance in driving first-time depositors (FTDs). This includes ranking analysis, link-level tracking and in-depth reporting to identify areas for optimisation and new growth.
Vahe Khalatyan, PartnerMatrix CEO, said: “We’re thrilled to work alongside such a well-respected operator group providing them with affiliate data traffic insights that gives them the ‘why’ behind FTDs, where they are best performing and where they should invest.”
The PMI platform has recently introduced an updated interface designed to improve navigation and insight extraction. A new ‘Trending Websites’ feature allows operators to detect fast-growing affiliates and uncover fresh market opportunities.
Good to know: FDJ United rebranded earlier this year after acquiring Kindred, Premier Lotteries Ireland and ZEturf
Ryan Henderson, Head of Affiliates at FDJ United, commented: “PartnerMatrix was a natural choice once we’d seen the full range of its capabilities and we’re confident it will help our affiliate teams across multiple brands to work more efficiently, discover new growth areas and stay one step ahead.”
The adoption of PMI comes shortly after FDJ United renewed its long-standing sponsorship with Queensberry Promotions, under which its Unibet and 32Red brands will remain visible across high-profile UK boxing events.
The agreement, in place since 2016, includes the return of the Unibet Lowdown digital series offering behind-the-scenes fight coverage.
The company recently reported €1.87bn ($2.1bn) in H1 2025 revenue, down 1.7% on a restated basis, with online betting and gaming revenue falling 11.5% due to weaker performance in the UK and Netherlands.
FDJ United has indicated that increased promotional activity in the second half of the year will target recovery in these markets.
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