Mobile-first market growth across Africa, LatAm, and emerging regulated markets

EveryMatrix is expanding its focus on Africa and Latin America as mobile-first consumer behaviour and digital adoption create new opportunities in emerging regulated markets. Speaking to SiGMA News, Daniel Clark, Group Commercial Director at EveryMatrix, outlined the company’s regional strategy following the acquisition of FSB, which has strengthened its position in Africa, particularly South Africa.

The launch of Betsson in Cameroon earlier in Q2 2026 exemplifies how international brands are leveraging EveryMatrix’s platform technology to enter new markets. The company is now exploring further opportunities across French-speaking African countries, building on this momentum.

Casino overtakes sports in parts of Africa

Clark noted that casino is gaining significant traction across parts of Africa, even overtaking sports in some areas. This shift represents an important opportunity for EveryMatrix, which offers one of the industry’s largest content aggregation portfolios available instantly to brands looking to capitalise on casino growth.

In Latin America, EveryMatrix is taking a more focused approach with a localised team concentrating on selected markets. While Brazil remains an important market to watch, the company is allowing recent volatility and taxation changes to settle. Established partnerships in Peru and Mexico are being used as a platform to support further regional growth.

Different player behaviours require different strategies

Clark highlighted key differences between established and emerging markets. In mature markets, players are more familiar with multiple operators and willing to switch brands for better odds or faster payments. High regulation and competition make retention critical, which EveryMatrix supports through tools such as EngageSuite for loyalty programmes and advanced personalisation.

In emerging markets, operators must focus more heavily on customer acquisition, player education and mobile-first experiences. Many of these regions are predominantly mobile-led, making native apps, fast access, localised content and market-specific product experiences essential.

Localisation and unified technology as competitive advantages

Localisation is fundamental to success across global growth markets, according to Clark. Each country has its own regulatory framework, payment ecosystem, cultural nuances and player behaviours. Without strong understanding of these factors, international brands struggle to build trust and relevance.

Clark pointed to the limitations of legacy systems built from multiple third-party providers over time. In today’s markets, where regulation is tighter and player expectations are higher, fragmented technology makes it difficult to deliver seamless player journeys and effective localisation at scale.

EveryMatrix offers an ecosystem where sportsbook, casino, platform, data and engagement tools work together, allowing operators to access real-time visibility across verticals, cross-sell more effectively and manage player journeys across multiple regulated markets. Clark also noted growing demand for AI-driven features, including bonus abuse prevention and advanced risk management.

Looking ahead, Clark identified New Zealand as a major focus following EveryMatrix’s partnership with SkyCity as the market moves towards regulation. Finland is expected to become a significant opportunity in Northern Europe, while in North America the company is monitoring Alberta following success in Ontario.