EveryMatrix and Fitzwilliam Sports Powers FitzBet’s Entry into UK & Ireland
Irish bookmaker Fitzwilliam Sports has taken its FitzBet brand online for the first time, selecting EveryMatrix to deliver a full sportsbook and casino turnkey platform across the UK and Ireland.
Ebbe Groes, Group Co-CEO and Co-Founder, EveryMatrix, said: “It’s a privilege to support FitzBet as they launch online for the first time. They’ve placed their trust in us and our technology to grow their digital revenues and we’re proud to provide the advanced platform technology, tools, and services to help them further expand in both Ireland and the UK.”
Paul Byrne, Director at FitzBet, added: “This is a significant step for us. Thanks to EveryMatrix, we have the technology and support we need to take our service online and to continue delivering the trusted, high-quality experience our clients are accustomed to. We are excited for what’s ahead.”
Turnkey Scope: PAM, Payments and Managed Services
EveryMatrix is supplying its proprietary player account management (PAM), payments infrastructure, bonus and affiliate systems, alongside managed operational services.
For FitzBet, the deployment provides:
- UK-facing compliant infrastructure under UK Gambling Commission (UKGC) standards
- Integrated payments and KYC controls
- Scalable sportsbook and casino product deployment
- Digital customer acquisition capabilities beyond telebetting
Post-FSB Strategy in Action
The agreement follows EveryMatrix’s 2024 acquisition of FSB Technology and the 2025 launch of its proprietary horse racing product-assets particularly relevant in the UK and Irish markets, where racing remains a primary acquisition and retention channel.
The FitzBet launch signals that EveryMatrix is actively targeting:
- Boutique and legacy bookmakers transitioning online
- Operators seeking racing depth without building in-house trading teams
- Brands preferring managed services over platform ownership
Market Context: Independent Bookmakers Under Pressure
The UK and Irish markets continue to consolidate around larger platform providers as compliance costs, safer gambling obligations and marketing restrictions increase. For independent operators, maintaining standalone technology is becoming increasingly uneconomic.
For relationship-driven bookmakers such as FitzBet, the key execution challenge will be preserving differentiated service while scaling digitally within a more standardised platform environment.
Strategic Implication
The launch underlines a broader structural shift: legacy bookmakers are no longer debating whether to go online, but how to do so without assuming platform risk or expanding internal trading and compliance overhead.For EveryMatrix, the deal reinforces its positioning as a full-stack alternative to larger incumbents in the UK & Ireland turnkey segment. The company has simultaneously been expanding its regulated footprint in other jurisdictions- including securing Western Cape licence and expanding U.S. reach with Betly in West Virginia, and joining CIBELAE to strengthen its LatAm expansion strategy – underscoring a broader strategy of embedded, locally licensed supply across multiple markets.
Source: EveryMatrix
