EveryMatrix has announced the acquisition of UX specialist Goma Gaming to boost the group’s front-end development.

The company said the acquisition will “instantly enhance EveryMatrix’s existing front-end capabilities with experience from both sports betting and casino projects.” The financial terms of the deal have not been disclosed. 

The Goma team will continue to operate as a standalone unit, side-by-side with the existing EveryMatrix front-end division. Their product “GomaUX” offers features like AI-driven bet suggestions, social bet-sharing, and mobile-first interfaces.

In a press release, Ebbe Groes, Group CEO & Co-founder of EveryMatrix, said: “Our front-end development has made huge strides, creating bespoke sites and features for some of our largest customers such as Bet-at-home and the Hungarian Lottery.

“The addition of Goma means we will immediately have more front-end firepower to deploy and deliver to both existing and new sports and casino turnkey customers who require differentiation that moves the dial when it comes to higher retention, engagement, margin and revenues.”

EveryMatrix Aiming To Enhance Esports Betting Product

The partnership can enhance EveryMatrix’s esports betting product. The company delivers 110,000+ live events monthly, claiming to “set the pace for esports content in the sportsbook space.” 

It has a portfolio of 26 esports titles and supplies its OddsMatrix to betting platforms, including Bet-at-home and regional operators in the Nordics, Eastern Europe, Africa, and Latin America. It also has a partnership with Beter, which supplies its odds feeds to other betting companies, including Entain, following a recent deal. 

It also signed a deal with bet365 in September, offering its own content and titles from more than 40 premium games providers.

Goma Claims To Offer Higher Engagement and User Retention

According to Goma, operators that partner with the company generate higher retention and longer engagement.

Andrew Brown, CEO of Goma Gaming, said the partnership will give the company the opportunity to further enhance its capabilities. He stated, “We’ve made great progress developing Goma in the last five years, but joining the EveryMatrix Group now means we have greater resources to rapidly scale our capacity whenever it’s needed and to make an even bigger impact.”

Launched 20 years ago, Goma Gaming has collaborated with tier-one operators in markets worldwide. Current and existing clients include Betsson, with Goma supporting its launch in the French market.