Betsson Africa Debuts in Cameroon on EveryMatrix Turnkey Platform

Betsson AB has launched its online sportsbook and casino in Cameroon, using a full turnkey platform supplied by EveryMatrix. The rollout, which began with a soft launch in February 2026 and went fully public in April ahead of the FIFA World Cup, marks Betsson’s latest move into the African market.

Selection and Technology

Betsson selected EveryMatrix after a competitive tender that evaluated providers across more than 600 criteria, including sportsbook, casino, payments, front-end, back-office and operational support. EveryMatrix delivered a bespoke platform encompassing player account management (PAM), payments, affiliate management and front-end development, with the latter handled by UX specialist Goma Gaming, which EveryMatrix acquired in 2025. EveryMatrix co-CEO Ebbe Groes noted that the project “reflects the strength and maturity of our technology and delivery capabilities in regulated environments, while reinforcing our commitment to the continent.”

Localisation and Early Performance

Both companies emphasised the importance of tailoring the experience for Cameroonian users. The platform was built with mobile-first registration, payments and withdrawals optimised for lower-bandwidth environments, and a native Android and iOS app deployment is planned. Betsson Commercial Director Rony Richa explained: “When entering a new market, you need to understand those behaviours and make sure the product feels intuitive and relevant.” He added that the soft-launch period (February–April) was used to test customer journeys and operational readiness, and that early results have been positive: “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.”

Richa also noted that while sportsbook remains central, casino is showing “strong potential” and could grow as part of the product mix over time, resembling more developed markets. Betsson’s stock (STO:BETS-B) rose 2.01% to SEK93.80 following the news, according to trading data.

Future African Expansion

Betsson and EveryMatrix view the Cameroon launch as a potential blueprint for entering other African markets with similar language, payment and customer behaviour profiles, subject to local regulation and commercial conditions. Neither company disclosed which countries might be next, but Richa said the project revealed “a broader opportunity than initially expected.”