Software supplier EveryMatrix’s turnkey gaming technology platform has carved out a standalone lottery division, formalising more than a decade of work with state operators into its own business unit. The move places renewed focus on digital-first products and positions the company to chase the 45 state lotteries across North America. Nikolina Gabelica, a three-year veteran of the firm, will run the unit as Managing Director.
The structure is new. The relationships behind it are not.
What the New Division Means for Operators and Investors
For lottery operators weighing modernisation, the launch signals a supplier consolidating scattered capabilities into a single accountable team. That matters because procurement cycles in the lottery sector tend to favour vendors who can demonstrate dedicated resourcing rather than borrowed engineering time.
- A standalone profit centre: Carving the lottery business out of the broader EveryMatrix stack gives the unit its own roadmap, budget, and commercial mandate, which typically shortens the distance between client request and product delivery.
- North America is the prize: With 45 state lotteries and growing appetite for omnichannel play, the region offers a larger addressable market than EveryMatrix’s established European base.
- Existing tier-1 contracts give the unit reference clients most rivals would struggle to match.
- Product depth over breadth: The team is building numbers games, pool sports, and eInstant titles, a focused catalogue rather than a scattershot one.
- Leadership continuity: Gabelica’s two decades in lottery and iGaming, plus her involvement in European Lotteries (EL) initiatives, lend the unit regulatory familiarity that newer entrants lack.
A Decade of Tier-1 Lottery Work Behind the Move
EveryMatrix has supplied state lotteries for over ten years, delivering turnkey platforms alongside sports and casino technology. Its client roster reads like a directory of European state monopolies: Hungary’s Szerencsejatek Zrt, Norway’s Norsk Tipping, Finland’s Veikkaus, Greece’s OPAP, and Denmark’s Danske Spil.
These are not casual integrations. State lotteries operate under strict national mandates, and winning their business usually requires years of compliance work and proven uptime. The fact that EveryMatrix has held these accounts for a sustained period gives the new division something money cannot quickly buy: credibility.
Closer to its core betting business, the company recently began powering FitzBet’s online platform across the UK and Ireland. That deal sits slightly apart from the pure-lottery push, but it reinforces a broader pattern of geographic expansion that now points firmly westward.
Why a Digital-First Approach Resonates Now
Lotteries have historically been slow to digitise. Retail networks, paper tickets, and decades-old back-office systems still anchor much of the sector, even among operators with sophisticated online arms. Gabelica’s stated thesis is that there is room for a modular, digital-first alternative.
“We strongly believe there is room in the lottery world for a new approach, bringing modern, modular and digital-first technologies that help lotteries grow, innovate and better meet expectations of today’s players,” she said.
The word that earns attention there is “modular.” Lotteries with legacy infrastructure rarely want, or can afford, a full rip-and-replace. A component-based model lets them upgrade in stages. And while that is hardly a novel pitch in iGaming, it remains comparatively rare in lottery procurement, where all-or-nothing contracts have long been the norm (a distinction the sector has been slow to challenge).
Gabelica added that the new unit “is a natural next step and an important milestone for EveryMatrix that reflects our long-term commitment to the lottery sector.”
European Roster Versus the North American Target
The contrast between where EveryMatrix is established and where it wants to grow tells the strategic story.
| Market | Current Position | Opportunity |
|---|---|---|
| Europe | Multiple tier-1 state lottery contracts including Norsk Tipping, Veikkaus, OPAP and Danske Spil | Deepen product range; cross-sell numbers games and eInstants into a mature client base |
| UK & Ireland | Recently launched, powering FitzBet’s online betting platform | Leverage betting foothold as an entry point for adjacent lottery products |
| North America | Targeted, no major lottery contracts disclosed | 45 state lotteries shifting toward digital and omnichannel operations represent the largest single growth pool |
What remains less clear is how quickly the North American ambition converts into signed contracts. State lottery procurement in the US runs on multi-year cycles, and incumbents are entrenched. A dedicated division improves the odds. It does not guarantee the outcome.
The Competitive Read
EveryMatrix is not alone in eyeing lottery digitisation, and the established players in North America defend their positions aggressively. But the company’s argument rests on a specific gap: many lottery technology stacks were built for an era of retail-led play, not for players who expect the same mobile experience they get from sportsbooks and casinos.
If that gap is as wide as Gabelica suggests, the timing is sound. Operators under pressure to grow revenue without expanding physical retail have few options other than digital. That shift matters because it changes who lotteries view as a credible supplier, and a vendor with a decade of tier-1 references and a focused team is harder to dismiss than a generalist.
Frequently Asked Questions
Who is leading EveryMatrix’s new lottery division?
Nikolina Gabelica, who joined EveryMatrix three years ago and brings over 20 years of international experience across lottery and iGaming in product, commercial, and operational roles. She has also participated in European Lotteries (EL) initiatives.
What products will the lottery unit build?
Numbers games, pool sports, and eInstant games, supported by dedicated resources for long-term investment in the sector.
Which lotteries does EveryMatrix already work with?
Its longstanding partners include Hungary’s Szerencsejatek Zrt, Norway’s Norsk Tipping, Finland’s Veikkaus, Greece’s OPAP, and Denmark’s Danske Spil. These are tier-1 state operators the company has supplied for more than a decade.
Why is North America significant for the company?
The region holds 45 state lotteries that are increasingly moving toward digital and omnichannel operations. For a supplier built on a modular, digital-first model, that is the largest growth opportunity on the table.
Is the FitzBet deal part of the lottery division?
No. FitzBet relates to EveryMatrix’s online betting platform business across the UK and Ireland, though it reflects the same outward expansion strategy.
