Jonas Groes, co-CEO of EveryMatrix, hosted iGB in Copenhagen during a media day to discuss the pivotal role of data in the company’s strategy. Groes, who began his tenure at EveryMatrix in 2026 after over ten years at EY, emphasized that leveraging data enables the company to provide more than just products to iGaming operators.
In his conversation with iGB, he noted that EveryMatrix is increasingly positioned as a consulting partner, helping clients tap into the potential of their target markets.
"From having more of a supplier role, we can lift ourselves in the value chain," Groes stated. He explained that the firm assesses client businesses and player behaviors to improve understanding of their customer base.
When asked about the current impact of data on partnerships in the Latin American market, Matias Montero, managing director for Latin America, remarked, "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."
Groes explained that the product development should directly reflect the data insights, emphasizing the importance of tailoring offerings to meet market demands. He identified two key applications of AI at EveryMatrix: enhancing product offerings through structured data and streamlining internal operations.
Pablo Jensen, group chief technology officer, explained, "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 expressed his confidence in the company’s data-driven approach, citing that the willingness of clients to reevaluate their operating methods is a significant indicator of success. "Whatever is good for our clients is good for us," he said.
Ivan Rozic, global head of sales, commented on the untapped potential of data, saying, "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."
For more insights from Groes, including the value of challenging client assumptions to enhance market strategies, viewers can watch the full video interview.
