By
Stephen
Carter
Head of content
iGaming affiliate BI platform PartnerMatrix Intelligence has agreed a landmark deal with France-headquartered Tier 1 operating group FDJ United.
PMI’s data-driven tracking toolset will be made available to teams working across FDJ United’s portfolio of igaming brands, which now include Unibet, 32Red and other Kindred Group properties following FDJ’s €2.45bn acquisition of the business in 2024.
The tech will enable them to pinpoint which affiliates are promoting its brands, across which pages and to what impact, also helping to identify new affiliates, growth opportunities and take actionable decisions in target markets.
PartnerMatrix CEO Vahe Khalatyan said his company was “thrilled” to start providing affiliate data and traffic insights to “such a well-respected operator group”. He added: “This will enable their many brands to take instant revenue-generating and cost-saving decisions and is technology that no one else can offer”.
Head of Affiliates for FDJ United (OBG), Ryan Henderson, said PartnerMatrix had been “a natural choice” once they had been shown its full capabilities. “We’re confident it will help our affiliate teams across multiple brands to work more efficiently, discover new growth areas, and stay one step ahead”.
PMI, formerly DeepCI, has been iGB Affiliate’s principal data partner since 2023, providing monthly tracking of the top-performing affiliate sites, brands on these site and total traffic across nearly 70 countries.
FDJ United was unveiled in March of this year as the new name for former French lottery monopoly group FDJ, reflective of the growth and diversification of its business beyond single-market lottery into 15 European geos and igaming.