EveryMatrix's co-CEO Jonas Groes welcomed iGB to Copenhagen for a media day focused on the importance of data in the company’s operations. Since joining the company in early 2026 after more than ten years with EY, Groes has observed how the strategic use of data has allowed EveryMatrix to evolve beyond merely supplying products to iGaming operators.
In an interview with iGB, Groes highlighted that EveryMatrix is shifting towards a consulting role while still functioning as a supplier. The goal is to assist clients in realizing their value within target markets. He explained, "From having more of a supplier role, we can lift ourselves in the value chain. We look at clients’ businesses and their player behaviours and ask how we can help them to understand those players better."
When discussing the impact of data on partnerships in Latin America, Matias Montero, managing director for Latin America at EveryMatrix, emphasized that the significance of data lies in its application: "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 elaborated on the need for products to be reflective of the data, stating, "The product should reflect the data… using that data in order to have the most relevant products for the market."
He identified two main ways EveryMatrix can leverage AI effectively: by enhancing products through better data structuring and streamlining internal processes. Group chief technology officer Pablo Jensen noted, "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 the company's data strategy, saying, "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, shared his thoughts on the potential of data, stating, "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 interview with Groes also touched on the importance of challenging clients’ preconceived notions to enhance their market strategies.
