SlotMatrix Partners With BetParx To Help Boost Play Gun Lake In Michigan

Written By Drew Ellis on October 23, 2023 - Last Updated on October 25, 2023
Marriage between SlotMatrix and Play Gun Lake

SlotMatrix, which is part of the EveryMatrix Group, announced a multi-state casino aggregation deal with betParx late last week.

The new deal will bring the casino supplier and its wide range of studio partners and game integrations to the Michigan online casino industry.

SlotMatrix offers thousands of game integrations

SlotMatrix boasts itself as the iGaming industry’s largest casino aggregator. It has 300 studio partners and 22,500+ game integrations.

Those will now be part of betParx’s gaming library from tier-1 suppliers. The betParx brand is part of Play Gun Lake, the online casino for Gun Lake Casino.

Once live, SlotMatrix will become betParx’s leading iGaming content aggregator in Michigan, as well as New Jersey and Pennsylvania.

The addition of SlotMatrix will further fuel the brand’s growth with cross-product bonusing and gamification tools. That includes free spins and tournaments to help increase reactivation, acquisition and retention.

Last March, betParx and EveryMatrix signed a deal that saw it distribute content from its own game development studios, Spearhead Studios and Armadillo Studios. They do this via seamless integration with the company’s iGaming integration platform, CasinoEngine.

SlotMatrix is a product available through CasinoEngine.

“I’m happy to announce we have extended our partnership with betPARX to aggregation opening the door to a huge variety of content from leading iGaming suppliers,” Erik Nyman, President of EveryMatrix Americas, said in a press release.

“Once Live EveryMatrix will provide free spins, tournaments, leaderboards and jackpot capabilities through our back office for multiple vendors making it one of the most significant product disruptions in US iGaming to date. As a result, we are very confident betPARX will boost its player retention and significantly grow its business using our aggregator SlotMatrix.”


Gun Lake hoping to beef up online casino

The PlayGun Lake online casino application, which partners with betParx, ranks near the bottom of all Michigan online casinos when it comes to revenue.

Play Gun Lake has amassed $46.2 million in lifetime online casino revenue, which ranks 11th all-time in Michigan.

In 2023, Play Gun Lake has just under $15 million on iGaming revenue. That is actually a 3.8% decline from where it sat in 2022 ($15.6 million). It’s one of the few to be seeing online casino revenue decline this year.

Not aiding in its efforts to move up in revenue is its gaming library. Play Gun Lake offers just 178 Michigan slots as of Oct. 1, which is only ahead of Caesars Sportsbook and Bartstool Casino.

Photo by PlayMichigan
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Drew Ellis

Drew Ellis is currently the Lead Writer of He was the former Lead Writer of PlayMichigan, the No. 1 source for online gambling news in Michigan. A lifelong resident of the state, Ellis has been working in various forms of media since 1998, including more than a decade in the sports betting industry prior to transitioning into US casino markets in 2020.

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