This week in B2B news: Financial gamification and an AI-powered CRM launch

EveryMatrix secures Alberta approval

EveryMatrix has continued its North American expansion after receiving conditional approval from the Alberta Gaming, Liquor and Cannabis Commission (AGLC).

The move adds to EveryMatrix’s growing footprint across the continent, with licences already secured in Ontario and several US states.

Rani Axon, market manager for North America at EveryMatrix, said: “Entering Alberta marks an exciting step for the group as we expand further into one of North America’s most attractive regulated markets.

“This approval shows the strength of our compliance team and our readiness to meet regulatory requirements in any market.”

Inspired Entertainment debuts three new games

Inspired Entertainment has rolled out three new igaming titles across its UK and Malta markets.

The Great Eggscape, Aphrodite Legends of Olympus and Gold Fever Mine all Mine will bolster the supplier’s portfolio, with each title featuring unique bonus mechanics.

Claire Osborne, Inspired Entertainment interactive MD, said: “These latest releases showcase the breadth and versatility of our ever-growing digital games portfolio, combining proven mechanics with fresh themes, engaging progression features and exciting bonus experiences that keep players entertained spin after spin.

“From lively chase gameplay and mythology-inspired action to rewarding collection mechanics and big win potential, each title gives operators fresh opportunities to strengthen their casino lobbies and drive player engagement.”

Continent 8 rolls out managed CockroachDB service

Continent 8 Technologies has expanded its infrastructure stack with the launch of fully managed service CockroachDB.

Continent 8 said the service gives customers a way to scale modern applications without compromising compliance, uptime or performance in regulated settings.

David Brace, Continent 8 chief alliance and partnership officer, said: “Continent 8 has always focused on delivering infrastructure that meets the unique demands of the igaming industry – where performance, compliance, and uptime are non-negotiable.”

“As our customers grow across regulated markets, the database becomes a critical component. Our managed CockroachDB service provides the consistency, resilience and deployment flexibility required to support that grow.”

Playtech extends UK bingo reach

Playtech has expanded its partnership with Solaya Group to become the operator’s exclusive bingo provider across three UK-facing brands.

Zebra Bingo, Bingostars and Peachy Games will now benefit from the supplier’s bingo product, with the pair having partnered on casino content since 2024.

Marat Koss, Playtech chief interactive gaming officer, said: “Playtech remains committed to delivering a first‑class bingo experience, and Solaya Group’s players will now benefit from a wide range of engaging content, games and prizes.”

Ed Pellant, Solaya Group head of commercial partnerships and delivery, added: “An elite array of bingo games has been a staple of our offering for years and we are excited to build on that with a partner as established as Playtech.”

Games Valley hires marketing chief

Games Valley has appointed Tereza Melicharkova as marketing director as the aggregator looks to raise its profile in regulated markets.

The exec joins with a strong industry track record, having previously held senior marketing roles at Elantil, Glitnor Group, Swintt and Relax Gaming.

Ariel Reem, Games Valley CEO, said: “Tereza is one of the most recognisable and respected marketing leaders in igaming, and we are thrilled to welcome her to Games Valley at such an important stage in our journey.”

Melicharkova added: “This is a company with strong technology, a bold leadership team and a genuine appetite to challenge how aggregation is done. I’m excited to help shape the brand, tell that story and support the company’s next phase of growth.”

Xtremepush launches AI-powered CRM platform XpertOS

Xtremepush has unveiled XpertOS, an AI-led CRM and loyalty marketing platform aimed at regulated industries including igaming.

The platform includes tools for ideation, workflow integration and autonomous task support, while retaining human oversight through approval gates and governance controls.

Tommy Kearns, CEO and co-founder at Xtremepush, said: “This is the end of today’s CRM as we know it.

“XpertOS is the sector’s first, fully functioning agentic operating system and marks a shift as fundamental as any we’ve seen in the space for a couple of decades.”

ESR Group completes board with trio of NEDs

Recruitment and HR advisory business ESR Group has filled its board with the addition of three non-executive directors drawn from across the sector.

The new members are QTech Games CEO Philip Doftvik, PlayBook founder and former Entain MD Gary Nall and Avanti Studios co-founder Jonas Delin.

Luke Imeson, co-founder and CEO of ESR Group, said: “This incredibly powerful combination of strategic minds and innovative thinkers is a fantastic boon to our already rapidly growing business.

“While I don’t like to brag, I truly think we’re set to make a huge difference to igaming businesses worldwide, particularly in areas of executive search.” 

155.io signs deal with fintech platform

155.io has gone into partnership with fintech company Coverd, integrating the studio’s games onto the latter’s platform.

Marking 155.io’s first foray into fintech, the deal supports Coverd’s aim to turn financial transactions into gamified experiences.

Sam Jones, founder and CEO of 155.io, commented: “This partnership gives us the opportunity to bring our content to a completely new audience. We share a philosophy with Coverd around disrupting and modernising industries through more interactive experiences.”

Albert Wang, Coverd co-founder, added: “We’re excited to work with 155.io to make financial experiences more interactive and give everyone a chance to live big by winning back their purchases. 155.io’s next-gen content fits perfectly with what we’re building at Coverd.”