Jonas Groes, co-CEO of EveryMatrix, recently hosted iGB in Copenhagen during the company's media day, emphasizing the pivotal role of data in shaping EveryMatrix's offerings. Groes, who began his tenure at the company in early 2026 after a lengthy career with EY, articulated how the strategic use of data is enabling EveryMatrix to extend its services beyond merely supplying products to iGaming operators.
In an interview with iGB, Groes described EveryMatrix's evolving role as increasingly consultative. He stated, "From having more of a supplier role, we can lift ourselves in the value chain." This transformation involves a deep dive into clients’ businesses and player behaviors to better assist them in understanding their markets.
Matias Montero, managing director of Latin America at EveryMatrix, contributed to the discussion by noting that while data itself may not be transformative, the insights gained from it and how they are acted upon play crucial roles in influencing partnerships in the LatAm market. “It’s what you are able to extract out of that data and how you proceed about it,” Montero explained.
Groes added that products should be designed to reflect the data insights, ensuring that offerings are tailored to market demands. He identified two primary ways EveryMatrix can maximize the benefits of artificial intelligence: by enhancing products through better data structuring and improving operational efficiencies.
Pablo Jensen, group chief technology officer, highlighted during the Copenhagen event that EveryMatrix is providing a data platform that integrates sports and user data, on which various applications operate. “Our AI can work on top of the client’s data,” he noted.
Groes expressed confidence in the efficacy of EveryMatrix’s data strategy, 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, underscored the untapped potential within the existing data, suggesting that understanding player behaviors is vital for innovation. "Learning those player patterns, what they prefer and don’t prefer, is actually key for innovation," Rozic commented.
For further insights from Groes on challenging client ideas and enriching market approaches, viewers can watch the full video interview.
