PartnerMatrix

Inside PartnerMatrix

PartnerMatrix is a B2B affiliate and agent management software provider, and a dedicated business unit of EveryMatrix, an iGaming platform and software supplier. Founded in 2015, it builds the tools that casino and sportsbook operators use to create, run and track partner programmes across both online affiliate marketing and offline agent networks. Because it sits within EveryMatrix, the product connects to the group's wider technology stack, including the MoneyMatrix payments service, and operators can run it on its own or alongside other EveryMatrix products. Its functionality is organised into three connected products: the PartnerMatrix Affiliate Platform, PartnerMatrix Intelligence and the PartnerMatrix Agent System.

The PartnerMatrix Suite

PartnerMatrix Affiliate Platform

The Affiliate Platform is an affiliate marketing and management system aimed at casino and sportsbook operators that run programmes across multiple brands. Operators manage every brand from a single back office, each with its own commission plans, payouts and marketing creatives. Tracking runs through live API and postback integrations rather than browser cookies, an approach meant to reduce reliance on cookies for attribution. The commission engine supports revenue share (NGR), CPA and first time deposit (FTD) models, as well as tiered and hybrid combinations of these. Routine administration runs through the back office, including building commission plans, generating reports, managing marketing assets and processing affiliate payouts, with payments handled manually or automatically through MoneyMatrix. The platform offers live reporting that breaks results down to individual player betting history, alongside analytics for monitoring how a programme performs. Security is handled through fraud prevention tools and live monitoring, and every operator is assigned a dedicated account manager.

PartnerMatrix Intelligence

PartnerMatrix Intelligence began as a separate product called DeepCI, which PartnerMatrix acquired and rebranded in 2024 before folding it into the wider platform. It is a competitive intelligence and affiliate monitoring tool that tracks which affiliates promote an operator's brand and how that brand ranks across SEO, paid search (PPC) and messaging channels such as Telegram, with coverage the company reports across more than 85 countries. It sends daily email alerts on ranking drops, changes in brand placement and competitor activity, and it reports on traffic sources, keyword performance and potential new affiliate opportunities. It also keeps historical snapshots of affiliate pages for later reference. After the 2024 integration, its traffic and visibility data can be tied to player metrics such as FTD and NGR taken from the affiliate platform. The company states that the product passed 500 clients in 2024.

PartnerMatrix Agent System

The Agent System is built for operators that acquire players through offline or agent channels rather than digital marketing alone. It supports a layered agent network with multiple levels: each agent can manage their own players, place bets on their behalf and transfer credit or funds, while operators set different access levels and permissions for every tier. The system works across desktop, mobile and tablet, and supports retail functions such as printing betting slips. PartnerMatrix states that the agent system can usually be integrated within about three weeks, with training and a dedicated account manager included.

Standing in the Market

As a unit of EveryMatrix, PartnerMatrix draws on the group's platform, payments and data infrastructure while focusing specifically on affiliate and agent management. What marks it out is the bundling of affiliate management, competitor intelligence and offline agent networks inside one connected system rather than as separate tools. It has been recognised at the EGR B2B Awards, where it was named Affiliate Supplier of the Year in 2022 and highly commended for its affiliate software in 2020.

PartnerMatrix in the News

This section feeds in the latest Gamblers Connect coverage of PartnerMatrix, with each article and this profile linking to one another.