Sponsored editorial: EveryMatrix co-founder on the evolution of customer value

EGR Intel (EGR): What are the origins of CasinoEngine, and what makes it innovative?

Stian Hornsletten (SH): – CasinoEngine is our next generation iGaming Integration Platform, not only offering the largest portfolio of content (currently 85 vendors with more than 8000 games just to give you an idea) but also have value added services built around the aggregation.

8-9 years ago, our casino offering consisted from just a few titles from NetEnt and players had to transfer funds between various wallets. NetEnt’s bonus system was used for casino bonusing. Not long after, clients could choose between multiple vendors, Microgaming and NYX being among the first we added.

The present casino product started emerging at the end of 2012 with the launching of a new seamless wallet that worked across several casino vendors. At the same time, we built our own bonus system allowing operators to run bonusing campaigns across vendors, which was rare at that time.

With CasinoEngine Direct EveryMatrix successfully won the public tender for Norwegian State Monopoly, Norsk Tipping. In this setting, CasinoEngine not only is handling the integrations being the sole contact point for all vendor related queries, but it is also central in increasing operational efficiency by providing business intelligence data via various APIs to Norsk Tipping.

EGR: What other advantages are there for operators?

SH: I would split the advantages into three categories: technical, product, and operational. CasinoEngine is much more than just an integration layer and our overall vision is to create value-added services around aggregation to generate maximum value from each player.

EGR: Is there any process which controls potential problem gamblers and other issues?

SH: We have a complex set of responsible gaming features such as time limit calculations, wagering limit calculations, and reality checks. In the UK or Malta, reality checks have been done on the vendor side, which means that the vendors can calculate time usage, and if you move from one vendors game to another, the time spend will still sync.

EGR: What did you recently exhibit in Amsterdam?

SH: A significant development has been the building of our UI communication framework. 75% of today’s wagering is being done on mobile devices. Typically, when you play a casino game on a mobile device, you launch the game in the URL of the supplier or vendor. This means that you don’t get control over the gameplay window — the features and responsible gaming functionality is all controlled by the vendor.

What we have done is launch an integration combining the vendor, CasinoEngine and the operator. This allows the control, not only of notifications, but it allows us to control buttons on top of the gameplay window on mobile.

We can carry out gamification features on top of the mobile gameplay window, too, and perform cashier functions and anything responsible-gaming related –players, for example, are notified when close to reaching their limits.

Stian has over 15 years’ experience in the internet gaming industry. He holds an engineering degree in computer science and a degree in socio economics. He was an early entrant into betting exchanges and online poker, and his great skills in product innovation are propelling EveryMatrix’s casino product forward.