This week in B2B news: esports data and EveryMatrix's new turnkey deal

FitzBet goes online with full EveryMatrix turnkey rollout

Irish bookmaker Fitzwilliam Sports has taken its FitzBet brand online for the first time, partnering with EveryMatrix to tap the supplier’s full turnkey sports and casino operation across the UK and Ireland.

EveryMatrix has provided its PAM, payments, bonusing, affiliate platforms and in-house-managed services as part of the launch.

Ebbe Groes, group co-CEO and co-founder of 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: “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.”

Paysafe pens partnership with Spreedly

Paysafe has partnered with open payments platform Spreedly, becoming an integrated acquirer to process card payments for merchants across Europe, North America and additional global markets.

The partnership is already live, with more merchants expected to adopt Paysafe’s suite of payment tools, including Skrill, Neteller and PaysafeCard, throughout 2026.

Rob Gatto, Paysafe chief revenue officer, said: “With the Paysafe Gateway a trusted solution for card payments among forex and financial trading brokers and a wide range of other industries, we look forward to strengthening Spreedly’s open payment platform and streamlining payments for its merchant users and their customers.”

Michael Rokos, partner strategy director at Spreedly, commented: “Bringing Paysafe onto our open payments platform expands optionality for our customers and reinforces our mission to provide a flexible, future-ready infrastructure for global commerce.”

Soft2Bet unveils Viking-inspired Swedish brand

Soft2Bet has unveiled Lodur, a Sweden-facing Viking-inspired casino and sports betting brand.

Powered by MEGA, Lodur will have a focus on social casino mechanics and peer-to-peer simulations that introduce “rivalry and repeat play”.

Yoel Zuckerberg, Soft2Bet chief product officer, said: “Lodur shows what our product toolkit can do when Soft2Bet’s MEGA is applied to social mechanics and PvP progression.

“We have built a journey that keeps players building, competing and returning to Lodur, without adding friction to the core experience.”

GRID partners with Smilegate

By integrating directly with the game, GRID will capture and distribute live match data to support broadcasters and commercial partners.

Charlie Hanley-Nickolls, GRID chief product officer, said: “This partnership reflects the growing recognition of match data as part of the game’s IP – helping evolve esports ecosystems, enabling new activations, improving fan experiences and unlocking commercial opportunities around the game.”

Kihyoung Cho, Smilegate senior vice-president, added: “GRID’s technology gives us new ways to engage players, enhance entertainment value and innovate around our IP.”

Aviatrix launches loot boxes feature

Aviatrix has introduced a new loot box feature within its flagship crash game, offering players collectible plane skins, free bets and progression points.

Distributed through a daily rewards system tied to in‑game activity, Aviatrix said its loot boxes add a long‑term retention layer to its offering.

Anastasia Rimskaya, Aviatrix chief account officer, remarked: “Loot boxes are part of our wider vision for Aviatrix as a connected multi-game universe.

“As we expand our ‘iGaming Metaverse’, features like loot boxes add another meaningful layer to how players build their profile, customise their aircraft and earn rewards across the ecosystem.”

SOFTSWISS joins Brazil’s ANJL

SOFTSWISS has officially joined Brazil’s National Association of Games and Lotteries (ANJL).

Alongside its membership, SOFTSWISS executive Carla Dualib has been appointed communications director on the ANJL board.

Dualib said: “ANJL plays an essential role in bringing the industry together and I am honoured to contribute to initiatives that support responsible growth and a strong long-term market framework.”

Plínio Lemos Jorge, ANJL president, added: “Carla brings strong credibility in Brazil and a deep understanding of the market. Her role aligns with ANJL’s mission to support a transparent and sustainable regulated sector.”

SkillOnNet goes live with Swintt

SkillOnNet has signed a partnership with Swintt, bringing the supplier’s Select, Premium and Elysium Studios portfolios to leading its brands.

Swintt content is due to go live across SkillOnNet’s dotcom, UK and Mexico operations, with other regulated markets set to receive Swintt titles soon.

Jani Kontturi, SkillOnNet head of games, said: “SkillOnNet has always prided itself on working with the best software providers in the business, so adding a brand of Swintt’s calibre to our portfolio is a huge plus.”

Anthony Dalla-Giacoma, Swintt chief commercial officer, added: “Swintt is very happy to have partnered with SkillOnNet in a deal that has significant strategical importance for our brand.”

Playtech links up with West Virginia University’s Center for Gaming Research and Development

Playtech has partnered with the West Virginia University’s (WVU) Center for Gaming Research and Development.

Via the deal, WVU will leverage Playtech’s BetBuddy responsible gambling tool to analyse betting habits of players in the state.

The partnership will aim to “improve the identification, understanding and treatment of problem gambling and related harmful behaviour”.

Jonathan Doubilet, Playtech US general manager, said: “Working with WVU to deliver cutting-edge research will ensure West Virginia’s players are better protected and we hope this collaboration will showcase how advanced technology can shape the next era of responsible gambling in the US.”

Brad Humphreys, director of the Centre for Gaming Research and Development, added: “The collaboration between the WVU Gaming Research Center and Playtech is a testament to what’s possible when research, data, and real-world expertise come together.”

Menace surpasses one billion views in first three months

Menace, a new operator supported by its own content ecosystem, has hit the one billion organic views mark three months after launch.

The firm’s media assets have also delivered 41 million engagements in the first 90 days, with the total follower count now at 2.9 million.

Dmitry Belianin, Menace founder, said: “We deliberately inverted the traditional igaming launch model. Instead of launching a brand and then trying to buy attention, we built a content ecosystem first and proved we could capture global reach organically.

“This is already one of the fastest-scaling new brands in the industry, and we are only just getting started. With our ecosystem in place, we can now scale at a pace that simply isn’t possible for traditional operators.”

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