EveryMatrix launches FitzBet with full UK and Ireland turnkey launch
Table of contents
- Irish bookmaker Fitzwilliam Sports has taken its mass-market brand FitzBet online for the first time across the UK and Ireland, powered by EveryMatrix’s complete tech stack.
- EveryMatrix delivers player account management, payments, bonusing, affiliate platforms, and full managed services support for the new launch.
- The deal adds to EveryMatrix’s recent UK momentum, bolstered by its 2024 acquisition of FSB Technology and the launch of its proprietary horse racing product in 2025.
Irish bookmaker Fitzwilliam Sports has partnered with B2B iGaming platform provider EveryMatrix to take its mass-market product, FitzBet, live online for the first time across the UK and Ireland.
The launch marks a pivotal digital move for the Dublin-based operator, which has until now operated as a private, high-net-worth telebetting service.
From telebetting to full digital operation
Fitzwilliam Sports, run by prominent Irish racehorse owner Paul Byrne, has built its reputation on best-in-class, in-house customer service.
EveryMatrix has delivered its complete turnkey solution to support the launch. This includes proprietary player account management, payments infrastructure, bonusing tools, an affiliate management platform, and full operational support via in-house managed services.
The infrastructure is designed to allow FitzBet to engage customers across both markets through a compliant and scalable platform.
Ebbe Groes, Group Co-CEO and Co-Founder, EveryMatrix, said:
“It’s a privilege to support FitzBet as they launch online for the first time. They’ve placed their trust in us and our technology to grow their digital revenues and we’re proud to provide the advanced platform technology, tools, and services to help them further expand in both Ireland and the UK,” Groes said.
Paul Byrne, Director at FitzBet, commented:
“This is a significant step for us. Thanks to EveryMatrix, we have the technology and support we need to take our service online and to continue delivering the trusted, high-quality experience our clients are accustomed to. We are excited for what’s ahead,” Byrne added.
Building UK and Ireland momentum
The FitzBet launch forms part of EveryMatrix’s broader push across the UK and Irish betting markets. The tier-1 provider has launched multiple UK betting and iGaming brands in recent months, all powered by its turnkey technology.
That momentum has been supported by two key developments: its acquisition of FSB Technology in 2024 and the launch of its proprietary horse racing product in 2025.
The FSB acquisition brought the supplier deep UK and Irish market expertise and an established client base in those regions. The new horse racing product, built in-house, has strengthened EveryMatrix’s turnkey offering for operators in markets where racing is central to sportsbook performance.
A platform built for compliant growth
For FitzBet, the value of the EveryMatrix partnership lies in its ability to replicate the brand’s established service standards at scale across digital channels.
The bookmaker has long been known for its personal approach and competitive pricing. The new platform now allows it to deliver that experience to customers in both Ireland and the UK through a fully regulated and scalable infrastructure.
EveryMatrix’s managed services support covers ongoing operational requirements. This is particularly relevant for a brand moving from a primarily telebetting model into a full online operation for the first time.
EveryMatrix currently serves more than 300 customers across 16 offices in 16 countries. It holds multiple licences and is a member of the World Lottery Association, the European Lotteries Association, CIBELAE, and NASPL. In September 2023, it became the first iGaming supplier to receive the WLA’s Safer Gambling Certification.
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