Jonas Groes, co-CEO of EveryMatrix, sat down with iGB during a media day in Copenhagen to discuss the evolving role of data within the company's operations. Having joined EveryMatrix in early 2026 after a decade at EY, Groes emphasized that leveraging data allows the company to transcend its traditional role and offer more than just products to iGaming operators.
Groes described how EveryMatrix is increasingly viewed as an advisory entity, engaging with clients to uncover value within their target markets. "From having more of a supplier role, we can lift ourselves in the value chain," he stated. By analyzing clients’ businesses and player behaviors, EveryMatrix aims to enhance its clients' understanding of their customer base.
Matias Montero, managing director for Latin America, highlighted that the extraction of actionable insights from data is crucial. "Data by itself doesn’t make that much of a difference. It’s what you are able to extract out of that data and how you proceed about it,” he explained.
Groes added that the products should embody the data they derive, ensuring that offerings are relevant to the market. He identified two primary ways EveryMatrix can best utilize AI: refining its products through better data structuring and streamlining internal processes.
Pablo Jensen, group chief technology officer, elaborated on the company's strategy, noting, "We are selling a data platform, a sports data and user data platform, where applications are sitting on top of it… Our AI can work on top of the client’s data."
Groes clearly sees the benefits of this data-driven approach, 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."
Ivan Rozic, the global head of sales, echoed this sentiment, expressing optimism about the potential for maximizing data usage. "With the vastness of data we have, and how much we can actually benefit… there’s a lot of room for progress. Learning those player patterns, what they prefer and don’t prefer, is actually key for innovation."
Complete insights from Groes and the team, including the impact of challenging clients' perspectives, are available in the full video interview.
