Universal Cup

Matthew Kennedy co-founded Take Marketing Limited in 2008 alongside Becky Mosley and has worked in the UK online gambling industry ever since. He runs the technical side of the operation, building and maintaining the platforms that power Play Cash Games and the wider Take Marketing portfolio.

Matt's role is hands-on. He writes the code behind the offer feeds, the comparison tools readers use, and the back-office systems that keep every casino listing accurate and current. If you have used a feature on this site, the chances are he built it. He is also responsible for site performance, mobile usability, and the technical SEO that lets a small independent comparison site compete with much larger publishers.

Over 17 years in the industry, Matt has worked directly with affiliate platforms, casino operators, and software providers. He has seen the market move from desktop Flash slots to mobile-first HTML5, lived through every iteration of UK Gambling Commission rules, and built the systems that keep our coverage compliant as regulation evolves. He has a particular interest in responsible gambling tooling and player-fund safety — the parts of the industry most people do not see but that matter most.

Matt is a Companies House registered director (Take Marketing Limited, company no. 07619813) and is based in Lincolnshire, England.