EveryMatrix has partnered with BeBettor to improve its processes around affordability checks after the Gambling Commission suspended its license.
EveryMatrix said this agreement is part of its efforts to “radically improve operational compliance” and bring about a lifting of the suspension.
The Gambling Commission instigated its review following an examination of EveryMatrix’s customer interaction framework.
During the review, EveryMatrix is not able to offer any real event betting or remote casinos. The suspension however, does not affect the company’s B2B activities.
BeBettor is a technology-based company that offers affordability API to help solve problem gambling. It checks player affordability based on information provided by players and their betting patterns across websites connected to its network.
Gambling Insider has contacted the Gambling Commission for comment on the partnership.
Ebbe Groes, EveryMatrix CEO, said: "We believe working with BeBettor will help not only players on EveryMatrix brands but that this can help drive an industry-wide push for better affordability checks for 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."
Harry Cott, BeBettor CEO, said: "Given the average online gambler in the UK now has four 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."