Jonas Groes, co-CEO of EveryMatrix, recently hosted iGB in Copenhagen for a media day, during which he discussed the increasing importance of data in the company's strategy. Groes, who joined EveryMatrix in early 2026 after a decade at EY, emphasized that the effective use of data is allowing the company to transcend its role as just a supplier of products to iGaming operators.
In his interview, Groes highlighted a shift in perception of EveryMatrix, noting that the company now acts more like a consultant, assisting clients in realizing their value in their respective markets.
"From having more of a supplier role, we can lift ourselves in the value chain," Groes stated. He elaborated on how the company analyzes clients' businesses and their players' behaviors, all to help clients better understand their audience.
Matias Montero, EveryMatrix's managing director for Latin America, added insights on how data is influencing partnerships in the region. He remarked that simply having access to data isn't enough; it's about what can be derived from that data and the subsequent actions taken.
Groes reinforced this idea: "The product should reflect the data… using that data in order to have the most relevant products for the market."
He identified two primary ways EveryMatrix leverages AI: first, by enhancing its products through better data organization, and second, by streamlining internal processes.
Pablo Jensen, the company's group CTO, also spoke at the event, mentioning the company's offering of a data platform that integrates sports and user data, enabling AI applications to utilize client data effectively.
Groes expressed confidence in the effectiveness of their data strategy, stating, "For me, clear proof it is working is that we can have these conversations… and clients are willing to change some of the ways they operate. Whatever is good for our clients is good for us."
Additionally, global head of sales Ivan Rozic participated in the discussion, emphasizing the untapped potential within the company’s extensive data resources. He pointed out that understanding player preferences is crucial for driving innovation.
For further insights from Groes on challenging client perspectives to enrich market approaches, viewers can watch the full video interview available.
