FDJ United (OBG) has selected PartnerMatrix Intelligence for affiliate tracking across its regulated European operations. The deal covers FDJ’s multiple brands operating in various European markets where the company holds licenses.
PartnerMatrix Intelligence operates under the EveryMatrix Group and focuses on affiliate data services for iGaming operators. The company provides tracking technology that monitors affiliate activity across global markets.
Ryan Henderson leads FDJ United’s affiliate operations and oversaw the selection process. He said PartnerMatrix was chosen after the team reviewed its full range of capabilities. Vahe Khalatyan serves as CEO of PartnerMatrix and commented on the partnership’s significance for both companies.
Why FDJ Needed Better Affiliate Insights
The operator was struggling with visibility into affiliate performance across its brand portfolio. Without comprehensive tracking systems, FDJ couldn’t effectively identify which affiliate sites were promoting their brands or measure the success of these promotional efforts.
Managing multiple brands creates complexity when tracking affiliate relationships. Each brand needs separate monitoring, but operators want unified reporting to understand overall performance trends.
Manual affiliate management consumes significant time and resources for marketing teams. Affiliate managers need real-time data showing which partnerships generate first-time depositors and where optimisation efforts should focus.
Khalatyan explained that the technology provides operators with “the ‘why’ behind FTDs, where they are best performing and where they should invest.” This data-driven approach replaces guesswork with concrete performance metrics.
What PartnerMatrix Intelligence Offers
PMI tracks affiliate activity across millions of websites globally, providing detailed insights into promotional campaigns. The platform identifies which specific pages promote FDJ’s brands and delivers ranking data alongside performance metrics.
The system recently introduced an updated interface designed for easier navigation and faster insight extraction. A new “Trending Websites” feature helps operators spot rapidly growing affiliates and identify emerging partnership opportunities.
PMI analyses traffic at both page and link level, giving operators granular visibility into affiliate performance. The technology covers affiliate sites worldwide and provides real-time monitoring of promotional activity across different markets.
Operators can see which pages drive the most valuable traffic and measure conversion rates for different affiliate partnerships. The platform also helps identify untapped opportunities by discovering new affiliates in target markets.
How This Changes FDJ’s Operations
FDJ’s affiliate teams now have access to real-time performance data instead of relying on manual analysis and estimation. The platform enables faster decision-making about affiliate relationships based on actual performance metrics rather than assumptions.
Henderson expects the technology will help teams “work more efficiently, discover new growth areas, and stay one step ahead” in competitive European markets. The system should reduce time spent on performance analysis while improving partnership optimisation.
Teams can quickly identify underperforming affiliate relationships and redirect resources toward more effective partnerships. The technology also enables discovery of new affiliate opportunities across FDJ’s target European markets, potentially expanding their promotional reach.
