Irish bookmaker Fitzwilliam Sports has entered the online betting market through a new partnership with EveryMatrix, launching its mass-market brand FitzBet across the UK and Ireland with a complete turnkey solution.

FitzBet, overseen by prominent Irish racehorse owner Paul Byrne, has historically operated as a private bookmaker serving high-net-worth clients, with a focus on in-house customer service and telebetting. The agreement with EveryMatrix marks the first time the business has moved into online wagering, while also upgrading its established phone-based betting operation.

Under the arrangement, EveryMatrix has supplied its full technology stack to power FitzBet’s sportsbook and casino offering. The infrastructure includes proprietary player account management, payments processing, bonusing systems, and affiliate tools. The supplier is also providing managed services to support day-to-day operations.

Turnkey Platform Supports Digital Shift

The rollout gives FitzBet a compliant and scalable framework designed to operate in both the UK and Irish markets. By integrating EveryMatrix’s systems, the bookmaker can manage customer accounts, promotions, and payments within a unified platform while meeting regulatory standards in each jurisdiction.

EveryMatrix has expanded its presence in the UK market in recent months by launching several betting and iGaming brands using its turnkey model. The company strengthened its sportsbook capabilities through the acquisition of FSB Technology in 2024 and introduced its own proprietary horse racing product in 2025, reinforcing its focus on racing and sports betting verticals.

Ebbe Groes, Group Co-CEO and co-founder of EveryMatrix, said the partnership represents a milestone for FitzBet’s digital ambitions. “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.”

The collaboration allows FitzBet to extend its customer reach beyond traditional channels and offer sportsbook and casino products through a single online destination.

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Expanding Casino and Live Dealer Content

Alongside sports betting, FitzBet’s platform includes casino content supported by EveryMatrix’s aggregation capabilities and live dealer portfolio. The supplier maintains a strong live casino offering for operator partners and has broadened its range of real-time table games through additional distribution agreements.

Last year, EveryMatrix entered into a distribution partnership with CreedRoomz, a live dealer content provider, adding more titles to its casino network. The company also continues its collaboration with Pragmatic Play, expanding the scope of live entertainment available to operators.

Through these arrangements, EveryMatrix combines aggregated third-party games with proprietary production and live table offerings. The approach is intended to give partners access to a range of casino formats that can be tailored to local market requirements and player preferences.

For FitzBet, the online launch represents a shift from a traditional bookmaker model toward a broader digital operation capable of serving customers across two regulated markets. Paul Byrne, director at FitzBet, described the transition as a major development for the company.

“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.”

By adopting EveryMatrix’s turnkey technology, FitzBet positions itself to compete in the online sportsbook and casino sector while retaining its established brand identity. The launch adds another UK and Ireland-facing operator to EveryMatrix’s portfolio and reflects the supplier’s ongoing strategy of supporting both new and transitioning brands with end-to-end infrastructure.

Source:

“EveryMatrix powers FitzBet with UK & Ireland full turnkey launch“, everymatrix.com, February 24, 2026.