PartnerMatrix Review
6.2/10EveryMatrix's in-house affiliate division splits into an Affiliate Platform with a deep commission engine and the group's licensed MoneyMatrix payout rails, the PartnerMatrix Intelligence data product, and an Agent System now rolling out through third-party PAMs, all quote-priced across three sales channels, while division net revenue ran flat through Q1 2025 at a -52% EBITDA margin.
Our read
- The commission engine covers standard and tiered revenue share on NGR or FTD, standard and tiered CPA, hybrid mixes, unlimited tiers, and custom plans per affiliate and sub-affiliate, with payouts running through MoneyMatrix, the group's own MFSA-licensed, PCI DSS Level 1 payments layer.
- Three ways to buy it: stand-alone off the EveryMatrix stack, bundled inside full turnkey deals like the SkyCity Entertainment package signed in Q1 2025, and through third-party PAMs since the exclusive Broadway Platform deal of June 29, 2026.
- The contract runs through EveryMatrix, a licensed parent at €54.3M in group net revenue for Q1 2025.
- The platform roster is bet-at-home, BetGoodwin, and mid-tier casino and betting programs, and no US-regulated program runs on it.
- Division net revenue has been flat at €1.3M to €1.4M for five straight quarters, and the EBITDA margin fell from +50% in Q1 2023 to -52% in Q1 2025.
- Fraud tooling stops at anti-fraud monitoring and real-time alerts, with no pre-payout quarantine and no affiliate KYC.
- Everything commercial starts with a sales call: pricing is quote-only, and feed documentation opens after contact and a test account.
Operators on the EveryMatrix stack or heading there, where the affiliate module ships native inside the turnkey, plus mid-size European programs that want tiered commissions, sub-affiliate plans, and payout rails carrying their own financial license.
Buyers who need negative carryover terms spelled out before signing, pre-payout fraud tooling, or any pricing and technical detail before a sales call.
Markets & licensing
Every PartnerMatrix deal contracts through EveryMatrix Ltd in Malta. On the platform itself, bet-at-home runs its program in the German and Austrian market and BetGoodwin runs its own in the UK.
The US entry runs through the data product: FanDuel launched PartnerMatrix Intelligence in the US market in Q1 2025. No US-regulated affiliate program runs on the Affiliate Platform. The parent holds licenses in NJ, MI, WV, CT, and PA plus Ontario, so the regulatory path exists at group level, while the regulated programs on the platform are European.
The platform's regulated footprint sits in Europe. bet-at-home runs its program on the platform in the German and Austrian market, BetGoodwin does the same in the UK, and FDJ United picked Intelligence for its multi-brand affiliate strategy across regulated European markets. EveryMatrix's UKGC account 39383 covers the group stack the affiliate module ships inside, so a UK-facing operator contracts with a licensed group.
- UKGC B2B (parent)United Kingdom
- EveryMatrix holds UK Gambling Commission account 39383 at group level, covering the B2B stack the affiliate module ships inside · Parent license, held at group level
- MGA B2B (parent)Malta
- MGA/B2B/201/2011 held by EveryMatrix Ltd, the contracting group behind PartnerMatrix deals · Parent license
- MFSA e-money (MoneyMatrix)Malta
- The payout rails built into the Affiliate Platform run on MoneyMatrix, the group's MFSA-licensed, PCI DSS Level 1 payments layer · In-group rails rather than a PartnerMatrix license
Licensing tier: These licenses belong to the EveryMatrix group, not to PartnerMatrix.
The platform sells wherever the parent's stack sells, with regulated Europe as the center of gravity and agent-driven markets in LatAm, Africa, and Asia targeted through the Agent System.
Platform & capabilities
Everything the product does out of the box. If a feature isn't listed, the vendor either doesn't offer it or doesn't say.
Integrations & engineering
One contract and one API instead of a separate deal per studio, feed, or PSP. Here's what connects, how fast, and on what stack.
Three routes in. Operators on the EveryMatrix stack get the module native, the SkyCity turnkey pattern, where PartnerMatrix ships alongside GamMatrix, CasinoEngine, BonusEngine, and MoneyMatrix. Stand-alone buyers wire it into their own platform over APIs and automated feeds, with FTP delivery as a parallel path for legacy stacks. The third route never touches EveryMatrix sales at all: Broadway Platform distributes the Agent System to its own PAM clients under the exclusive deal of June 29, 2026.
Inside an EveryMatrix turnkey the module follows the platform project timeline, and a stand-alone integration calendar gets set with sales.
Products & tools
The names are the vendor's own branding, and branding rarely says what's inside. The cards do, down to the full spec.
Affiliate Platform
The core program-management product: standard and tiered revenue share on NGR or FTD, standard and tiered CPA, hybrid mixes with unlimited commission tiers, cookieless server-to-server tracking with API and FTP delivery, multi-brand separation, and affiliate payouts running through the group's own MoneyMatrix payments layer.
- Standard or tiered revenue share (NGR or FTD basis), standard or tiered CPA (FTD count or amount), and hybrid mixes with unlimited commission tiers
- Custom plans per individual affiliate and per sub-affiliate, with separate commission plans per product and per brand
- Cookieless tracking over server-to-server postbacks, real-time conversion records via API, and FTP feed delivery for legacy stacks
- Multi-brand campaigns with affiliate registration and access separated per brand
- Automated or manual affiliate payouts through the built-in MoneyMatrix integration, the group's MFSA-licensed, PCI DSS Level 1 payments layer
PartnerMatrix Intelligence
The competitive-data product built from the July 2023 DeepCI acquisition and rebranded in July 2024: it scans affiliate sites globally to show which sites promote an operator's brands, on which pages, and which placements actually bring FTDs, with a client portal shipping Trending Websites, Live Search, and Market Position since Q1 2025.
- Scans affiliate sites globally to map where an operator's brands appear and to what degree of success
- Pinpoints the pages that bring the most FTDs and surfaces new affiliates per market
- Client portal with Trending Websites, Live Search, and Market Position, shipped Q1 2025
- Origin: DeepCI, acquired July 2023, rebranded PartnerMatrix Intelligence July 2024, founder Lewis Civin now CPO of the product
- Signed by FanDuel (US launch, Q1 2025), FDJ United (August 14, 2025), and Rank Interactive for Grosvenor Casino and Mecca Bingo (February 6, 2026)
Agent System
Management of offline agent networks, the acquisition channel that drives player volume in LatAm, Africa, and parts of Asia, sold stand-alone and, since June 2026, distributed exclusively to Broadway Platform's PAM clients as a third-party channel.
- Agent-network management for the offline acquisition model common in LatAm, Africa, and Asia
- Sold as a stand-alone product off the EveryMatrix stack
- Distributed to Broadway Platform's PAM clients under an exclusive collaboration announced June 29, 2026
- Part of the same merged back office as the Affiliate Platform since Q1 2025
- Targets the agent-driven markets where classic affiliate tracking covers only part of acquisition
The history
Longevity in this industry usually comes with a change of owner somewhere in it.
PartnerMatrix is EveryMatrix's own affiliate division, built in-house inside the Malta-headquartered group Ebbe Groes and Stian Hornsletten founded in 2008. It was already signing operators at scale by April 2020, under Levon Nikoghosyan. The product family grew to three: the Affiliate Platform, the Agent System, and PartnerMatrix Intelligence, which arrived as the DeepCI acquisition in July 2023 and took its current name in July 2024, with DeepCI founder Lewis Civin becoming the product's CPO. Vahe Khalatyan has run the division as CEO since 2025. The division signed 20 new clients in Q1 2025, and the group kept investing through the back-office merger, the new Intelligence portal, and the Broadway distribution deal.
Brands & clients on the platform
Corporate
- DeepCI (2023)
Leadership
Milestones
- 2008
Ebbe Groes and Stian Hornsletten found EveryMatrix in Malta, the group PartnerMatrix later grows inside as the in-house affiliate division.
- 2020
Prisma Gaming signs for the affiliate platform (April 30), with Levon Nikoghosyan as PartnerMatrix CEO and over 100 casino and betting operators on the platform.
- 2022
PartnerMatrix wins Affiliate Supplier of the Year at the EGR B2B Awards.
- 2023
EveryMatrix acquires affiliate-intelligence platform DeepCI (July), bringing founder Lewis Civin into the division.
- 2024
DeepCI rebrands as PartnerMatrix Intelligence (July) with Civin as CPO, and AffPapa names PartnerMatrix Affiliate System of the Year.
- 2025
FanDuel launches Intelligence in the US and SkyCity Entertainment signs the full turnkey in Q1, the Affiliate and Intelligence back offices merge, and Vahe Khalatyan takes over as CEO.
- 2026
Rank Interactive adopts Intelligence for Grosvenor Casino and Mecca Bingo (February 6), and Broadway Platform signs an exclusive deal to roll the Agent System out to its PAM clients (June 29).
Where they're pushing next
- Agent-driven markets in LatAm, Africa, and Asia through the Broadway Agent System rollout (2026)
- US affiliate market data via Intelligence, opened by the FanDuel launch (Q1 2025)
- Regulated European multi-brand programs, the FDJ United pattern (2025)
Awards & recognition
Longevity and ownership
Switching vendors is expensive, which makes the company's staying power part of the purchase. What the contract says about your data decides how expensive an exit gets.
PartnerMatrix vs alternatives
Most buyers in this market shortlist three or four vendors long before they take a single sales call.
| Attribute | PartnerMatrix | Affilka | Income Access | NetRefer |
|---|---|---|---|---|
| Founded | 2008 | 2018 | 2002 | 2005 |
| Team | 1,311+ | — | 100+ | 61+ |
| US market | — | — | Available | Available |
| Pricing | On request | Public | On request | On request |
| Commission models | Standard or tiered revenue sh… | CPA | CPA | Straight |
| Sold bundled | Sold three ways | Sold standalone and inside SO… | Software | None |
Pricing & terms
PartnerMatrix quotes pricing per project. Here's how the model and the terms are structured.
Turnkey
Everything commercial is quote-only across all three sales channels. The channel shapes the deal: a stand-alone platform purchase prices on its own, while the same module inside an EveryMatrix turnkey rides a much larger negotiation where the affiliate line can flex against the platform economics, and the Broadway route means some buyers never see EveryMatrix paper at all. Account management is included with the Affiliate Platform.
Path to launch
- 1Start with sales for a demo, and decide which of the three products you are actually buying: the Affiliate Platform, Intelligence, the Agent System, or a combination
- 2Pick the channel: stand-alone on your own platform, the native module inside an EveryMatrix turnkey, or through a PAM that distributes the technology, the Broadway pattern
- 3Contract through the EveryMatrix group and settle the quote-only commercial terms
- 4Integrate over APIs and automated feeds, or FTP delivery for a legacy stack, wiring server-to-server postbacks into your registration and deposit events
- 5Migrate or launch the program: per-brand affiliate registration and access, commission plans per product and per brand, and MoneyMatrix payout configuration
- 6Go live with the included account management attached
Support & account management
You can't demo service before you sign, so what a vendor puts in writing is the only floor you can hold it to.