This week in B2B news (19 September)  

EveryMatrix bolstered by bet365 deal 

EveryMatrix has landed its largest-ever casino aggregation deal, with the supplier set to supply bet365 with its own casino exclusive content as well as titles from over 40 studios.  

Its SlotsMatrix arm will offer up the content from multiple regulated markets, including the UK, Germany, the Netherlands and Mexico, with more markets touted for release later down the line.  

Ebbe Groes, EveryMatrix group CEO and co-founder, said: “Today is very significant for the group, highlighting both just how much of a ‘must-have’ product SlotMatrix is for tier-one brands across multiple markets and how far ahead it is compared to its rivals. We’re thrilled a world-renowned brand such as bet365 has put their faith in us to drive their content strategy.”  

A bet365 spokesperson added: “We are thrilled to partner with EveryMatrix. This collaboration represents a significant step forward in our commitment to providing exceptional products to our customers.”  

RubyPlay names new chief executive 

RubyPlay has named Tsachi Maimon as the supplier’s new CEO, with the ex-Aristocrat Interactive chief strategy officer set to take the reins on 1 October 2025.  

Maimon is an industry stalwart, with just shy of 20 years’ worth of igaming industry experience, including a near-decade-long stint as CEO of Aspire Global followed by a two-year tenure as president of NeoGames, which was acquired by Aspire Global in 2022.  

On his new role, Maimon said: “Joining RubyPlay is a significant move and I’m looking forward to working closely with the company founders and management to lead the company to new heights.  

“The growth of RubyPlay over recent years has been truly remarkable, and this is reflected by the fact that its games are available through the biggest operator brands in the world. Now is the time to build on this successful platform and elevate the business to an even higher level. A key part of my role will be to help drive RubyPlay’s strategy to become a leading player in North America.”  

Yggdrasil’s Dutch deal 

Yggdrasil has strengthened its status in the Netherlands via a partnership with local operator Goldrun Casino.  

More than 40 of Yggdrasil’s titles are now available to players of Goldrun Casino, which is powered by Holland Gaming Technology.  

Jose Kadala, Yggdrasil chief commercial officer (CCO), said: “The Netherlands is a market that has long been receptive to our product offering, and we’re delighted Goldrun Casino has taken 40 of our best-performing games and added it to its already impressive offering. With a dynamic array of mechanics, themes and playstyles, we’re confident their customers will love the Yggdrasil gaming experience.”  

Eddy Hultermans at Goldrun Casino, added: “Yggdrasil has a games portfolio that stands with the best in the industry, and launching them on our casino was a proud moment for us. We have bold ambitions in the Dutch market, and having a best-in-class offering headlined by content such as Yggdrasil’s will help us get there.” 

Incentive Games powers bet365’s latest offering 

Incentive Games and bet365 have partnered to produce the operator’s latest free-to-play title, Tournament Challenge, for the upcoming European football season.  

Launched on Monday 16 September, ahead of Matchday One, players are tasked with predicting the outcome of selected fixtures. Each correct pick sees users earn points based on a 10-point stake multiplied by the odds of the selected outcome.  

With each correct pick, players can climb both the matchday and season-long leaderboards, with a £50,000 overall grand prize up for grabs.  

A bet365 spokesperson said: “With the return of the biggest and best matches in European club football, we’re delighted to provide our customers with an innovative free-to-play predictor game.  

“Thank you to the team at Incentive Games for providing a product that proves again, whatever the moment, it’s Never Ordinary with bet365.”  

John Gordon, CEO at Incentive Games added: “We’re proud to be working alongside the brilliant bet365 team again to make that happen. Tournament Challenge is designed to give football fans a new way to test their knowledge and feel even closer to the action, with simple, intuitive gameplay that makes every match even more exciting.”  

Push Gaming secures Spain expansion 

Push Gaming has expanded its presence in Europe after securing a deal with Bally’s Interactive that will see the supplier’s titles made accessible to players in Spain. 

The two parties already boast a partnership within the UK market, and have joined forces in Spain as part of Push Gaming’s plans to appeal to a wider range of both markets and player profiles. 

Joanna Wren, senior commercial operations manager at Push Gaming, said: “Launching our portfolio in Spain with Bally’s Interactive continues our growth in Europe. Strengthening our partnership with this top-tier operator boosts our confidence for a successful future in the region.” 

Richard Harris, Bally’s Interactive CCO, said: “We are excited to introduce Push Gaming titles to our platform and are proud to host its brand in Spain. Its games align perfectly with our commitment to providing Spanish players with the highest quality and most entertaining casino content. Given the impressive performance of Push Gaming’s titles with our UK brands, we believe its content will attract players and help maintain our success in this vibrant market.” 

SOFTSWISS seeks contributors for latest report 

SOFTSWISS has called on key igaming industry stakeholders to contribute to the 2026 edition of its ‘iGaming Trends’ report. 

The report, which is being produced in collaboration with NEXT.io, looks to identify the “key tendencies” that will play a pivotal part in shaping the industry over the course of the next year. 

The supplier explained that by contributing in the report, firms and individuals can directly influence one of the industry’s “most widely read” reports, as well as increase brand exposure. 

Max Trafimovich, international non-executive director at SOFTSWISS, said: “The igaming industry is changing faster than ever, and foresight comes from collective expertise.  

“The strength of ‘iGaming Trends’ lies in the community behind it. By partnering with NEXT.io, we are making iGaming Trends 2026 the most forward-looking edition yet, built directly on the voices of industry leaders.”