Every Matrix Acquires Goma Gaming for UX Boost

Key Takeaways

• Every Matrix bolsters front-end capabilities through the acquisition of UX specialist Goma Gaming, targeting casino and sports betting enhancements.
• Operators partnering with Goma report a 30% average margin uplift via improved retention and engagement.
• Deal enables scalable, bespoke solutions to drive differentiation in competitive mobile-first markets.

Every Matrix, a leading iGaming software provider, has acquired Goma Gaming, a 20-year-old specialist in user experience services for the online gambling sector. The deal, announced on November 24, positions Goma as a standalone unit within Every Matrix's front-end division, expanding options for clients seeking tailored digital interfaces. Financial terms remain undisclosed, but the move immediately amplifies Every Matrix's capacity to deliver customized sites and features for major operators like Betsson and Bet-at-home.

Goma Gaming's expertise lies in optimizing front-end development to foster deeper user interactions, a critical factor in an industry where mobile access accounts for over 70% of sessions globally. By integrating Goma's proven methodologies, Every Matrix aims to elevate player retention and session length—metrics that directly correlate with revenue growth. Operators leveraging Goma's services have seen average engagement increases of up to 30%, alongside margin improvements, underscoring the tangible ROI of refined UX in casino environments. This acquisition arrives at a pivotal moment, as regulators in key European markets like the UK and Sweden intensify scrutiny on responsible gaming tools embedded in user interfaces.

For operators, the implications are profound. In a landscape dominated by mobile-first strategies, Every Matrix's enhanced toolkit offers scalable resources to combat churn and personalize experiences without overhauling backend systems. This is particularly relevant for casino platforms transitioning to seamless, app-like web experiences that rival native apps on iOS and Android. Smaller operators, often resource-constrained, gain access to tier-one UX firepower, enabling faster market entry in regulated jurisdictions such as France and Hungary, where Goma has supported launches. The focus on bespoke features also aligns with evolving compliance demands, indirectly supporting fraud prevention through an intuitive design that promotes transparent play patterns.

Users stand to benefit from more intuitive navigation and immersive casino gameplay, reducing friction in deposits via integrated wallets and accelerating withdrawal processes—key to building trust. As 5G rollout accelerates in Europe and Asia, these UX upgrades lay the groundwork for low-latency, high-fidelity mobile sessions, potentially unlocking AR-enhanced table games. However, operators must balance innovation with ethical considerations, ensuring UX enhancements do not inadvertently encourage prolonged play.

Overall, this acquisition signals a strategic pivot toward experience-driven growth in mobile casinos, where differentiation hinges on subtle design cues that keep players engaged without compromising safety. Every Matrix's CEO Ebbe Groes emphasized the "huge strides" in front-end development, noting the addition will "move the dial" on retention and revenues. Goma CEO Andrew Brown highlighted the scaled impact, stating it equips the team to "make an even bigger" contribution to operator success.

Sources: Every Matrix acquires Goma Gaming i Gaming Business News Update