5/14/10 – Online poker network Cake Poker.com is to partner with the white label sports book provider EveryMatrix in an enterprise to jointly market services to consumer facing gaming sites globally.
 
Stian Hornsletten, CEO of OddsMatrix, said this week: "Since Cake and EveryMartix operate complimentary businesses within the online gaming marketplace and have a similar approach tpo business, joining forces seemed a natural step."
 
Licensed in Malta, where Cake hopes soon to have a licence, EveryMatrix is a pioneer in the industry offering 20 B2B customers a fully managed white-label sports book facility branded OddsMatrix.
 
Cake Network has a worldwide base of diverse partners for their white label poker network.
 
For consumer facing site partners they share, such as the recently launched Cake partner BeteXpress, Cake's Network is integrated into EveryMatrix's back-office, called GamMatrix, to provide poker. With this system Cake can provide poker for many sports operators using Oddsmatrix.
 
Cake's director of marketing Andrew Turner said that the two companies have different geographic strengths. “Cake has been strongest in the Americas but is looking to grow in Europe, whereas EveryMatrix has been strong in Europe but is looking to expand with recent deals in Latin America," he noted.