EveryMatrix's co-CEO Jonas Groes recently spoke with iGB in Copenhagen during a media event, highlighting how data is now integral to the company’s services. Groes joined EveryMatrix at the beginning of 2026 after a decade at EY, a professional services firm. He emphasizes that the effective use of data has enabled EveryMatrix to expand its role beyond merely supplying products to iGaming operators.
In his discussion, Groes noted that EveryMatrix has evolved to take on more of a consulting role. This change allows the company to assist clients in extracting true value from their target markets. "From having more of a supplier role, we can lift ourselves in the value chain," he stated, explaining that the company analyzes clients’ businesses and player behaviors to offer insights on better understanding their customers.
On the topic of partnerships in Latin America, Matias Montero, managing director for the region, pointed out, "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 added that products should be shaped by data, creating the most relevant offerings for various markets.
Groes outlined two significant ways EveryMatrix can effectively utilize AI: by enhancing its products through better data structuring and streamlining internal processes. Pablo Jensen, the group chief technology officer, explained that the company offers a data platform that encompasses sports and user data, with applications built on top of this foundational layer. He confirmed that AI is capable of processing client data to enhance services.
"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," Groes noted, emphasizing a client-centric approach. Ivan Rozic, the global head of sales, was also present and remarked on the future potential of harnessing data. He acknowledged the immense opportunities for advancement, stressing the importance of understanding player preferences as critical for innovation.
The insights from Groes and his team underscore EveryMatrix's strategic shift towards data-driven consultancy, reinforcing the company's commitment to enhancing the iGaming landscape.
