Betsson AB has launched its online sportsbook and casino platform in Cameroon, powered by EveryMatrix’s turnkey technology. The launch marks another step in the operator’s African expansion strategy.
Following a competitive supplier selection process, Betsson selected EveryMatrix to develop its bespoke Cameroon sportsbook, casino, player account management (PAM), payments and front-end technology.
The platform soft-launched in February 2026 before its full public debut in April, ahead of the FIFA World Cup.
Cameroon–First
Recognising the opportunity to build something local and more relevant for Cameroonian audiences, Betsson launched a competitive tender for technology providers to create its new African-facing platform at the start of 2026.
Betsson chose EveryMatrix after rigorously evaluating multiple technology providers across more than 600 criteria, including sportsbook, casino, payments, front-end capabilities, back-office functionality and operational support.
EveryMatrix developed the platform with localised features to support mobile-first registration, payments, sportsbook, casino and withdrawals in lower-bandwidth environments.
According to EveryMatrix, UX specialist Goma Gaming–acquired by EveryMatrix in 2025–developed the bespoke front-end of the platform.
The February rollout saw the mobile web platform go live, with the native Android and iOS applications planned as part of the wider, upcoming deployment.
“We knew we had to invest a lot in our brand,” Rony Richa, Commercial Director at Betsson Group, told iGF.
“Being an international brand does not automatically guarantee awareness or trust in a new market.
“You need to build relevance locally and make sure the product experience reflects customer expectations from day one.”
Early Success
Everymatrix used the soft-launch period from February to April to test customer journeys, payment processes, third-party integrations and operational readiness before Betsson stepped up marketing activity.
While Betsson has yet to disclose financial returns for the market, both companies praised the early results, with Richa commenting:
“Customers are registering, depositing, playing and withdrawing successfully. The platform is stable, the product is live, and the business is building a healthy, active customer base in one of Africa’s more complex and competitive markets.”
Richa said the creative process had been “structured but demanding”, thanking EveryMatrix for its strong commitment throughout.
“The EveryMatrix team worked extremely hard on this project.
“Multiple specialist teams were involved, which gave us confidence that we were working with an organisation with real depth.
“Account Management supported clear communications, Project Management helped bring the workstreams together, and the Goma team was patient, responsive and committed to delivering the front-end experience we needed.”
Building Local
Highlighting the importance of localisation in Africa, Richa added: “Customers are becoming increasingly sophisticated and established local brands often shape very specific betting habits.
“When entering a new market, you need to understand those behaviours and make sure the product feels intuitive and relevant.
“The smartest approach is to give customers an experience that feels familiar, while introducing the strengths of the Betsson brand and product in a relevant and sustainable way.”
Bigger Opportunity Than Expected
Reflecting the company’s soft launch, Richa said the company’s experience revealed “a broader opportunity than initially expected”.
He explained: “Sportsbook remains central to the customer proposition, but casino is also showing strong potential, particularly as customers become more familiar with the full entertainment offering.
“Over time, we believe Cameroon and selected similar markets may follow a more developed market trajectory, with casino becoming a more meaningful part of the overall product mix alongside sportsbook.”
More African Expansion To Follow?
Betsson and EveryMatrix agreed that the Cameroon project could “provide a framework for future launches in African markets with similar language, payment and customer behaviour characteristics, subject to local regulatory and commercial conditions”.
The company remained tight-lipped about which African markets could be next.
