Jonas Groes, co-CEO of EveryMatrix, welcomed attendees to Copenhagen for an iGB media day, discussing the pivotal role of data in enhancing the company’s offerings. Groes, who joined EveryMatrix in early 2026 after a decade at EY, stated that effective data utilization enables the company to expand its capabilities beyond simply supplying products to iGaming operators.
In his conversation with iGB, Groes articulated that EveryMatrix is increasingly positioned to operate as a consulting partner, assisting clients in maximizing their market value. "From having more of a supplier role, we can lift ourselves in the value chain," he explained. "We analyze our clients' businesses and their players’ behaviors to determine how best we can support their understanding of those players."
Regarding the impact of data on partnerships in Latin America, Matias Montero, managing director for the region, stressed, "Data by itself doesn’t make that much of a difference. It’s what you are able to extract from that data and how you proceed with it."
Groes added that it's crucial for product development to be informed by data. "The product should reflect the data… using that data in order to have the most relevant products for the market."
He highlighted two key avenues for EveryMatrix's effective use of AI: enhancing products by organizing existing data and making internal processes more efficient.
Pablo Jensen, the group chief technology officer, elaborated on their offerings by stating, "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 confidence in their data-driven strategy: "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 Groes' sentiments, noting untapped potential in leveraging data further. "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."
The full video interview offers additional insights from Groes on how challenging client perspectives can enhance their market strategies.
