EveryMatrix co-CEO Jonas Groes hosted iGB in Copenhagen during its media day, discussing how crucial data has become to the company’s offerings. Groes joined EveryMatrix in early 2026 after more than ten years with the professional services firm EY. He emphasized that the intelligent use of data enables EveryMatrix to expand beyond merely supplying products to iGaming operators, moving into a consulting role that aids clients in achieving their market objectives.
In an interview with iGB, he explained that the company's perspective has shifted to include a greater emphasis on consulting alongside their supplier responsibilities, enabling them to assist clients in understanding their player dynamics. "From having more of a supplier role, we can lift ourselves in the value chain," Groes stated. He highlighted the importance of analyzing clients' businesses and player behaviors to identify ways EveryMatrix can provide assistance.
On the topic of the influence of data on partnership dynamics in Latin America, Matias Montero, EveryMatrix’s managing director for that region, noted, "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 reiterated that the products must be informed by data, stating, "The product should reflect the data… using that data in order to have the most relevant products for the market."
He highlighted two key approaches for EveryMatrix to best utilize AI: enhancing product offerings through better structuring of its data and improving the efficiency of internal processes. Pablo Jensen, the group chief technology officer, elaborated on this by mentioning that the company offers a data platform, which encompasses sports data and user data, on which various applications operate. "Our AI can work on top of the client’s data," he explained.
Groes expressed confidence in the company’s 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," he remarked.
Ivan Rozic, the global head of sales, also pointed out the untapped potential in maximizing data utilization. He noted, "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 ideas on how to challenge clients' conventional thinking to enhance their market strategies, the full video interview can be viewed above.
