EveryMatrix co-CEO Jonas Groes: data lets suppliers move up the iGaming value chain

EveryMatrix co-CEO Jonas Groes says data has become central to the company's offering and is allowing it to do more than supply products to iGaming operators. He spoke to iGB at a media day in Copenhagen. Groes joined the business at the start of 2026 after more than ten years at professional services firm EY.

According to Groes, the company can now be seen as working "on the consulting side" as well as being a supplier, helping clients realise the value they want in their target markets. "From having more of a supplier role, we can lift ourselves in the value chain," he said. He explained that EveryMatrix looks at clients' businesses and player behaviour and asks how it can help them understand those players better.

On the subject of partnerships in Latin America, Matias Montero, the company's managing director for the region, said data alone does not make much of a difference. What matters, he argued, is what a company is able to extract from it and how it acts on the findings. Groes added that the product should reflect the data, so that offerings are as relevant as possible for each market.

Groes sees two main ways EveryMatrix can use AI well: improving products by structuring the data it owns, and making internal processes more efficient. Group chief technology officer Pablo Jensen described the company as selling a sports data and user data platform with applications sitting on top of it. He said the company's AI can work on top of a client's data.

Groes pointed to client behaviour as evidence that the approach is working. In his view, the fact that EveryMatrix can hold these conversations, and that clients are willing to change some of the ways they operate, is clear proof. "Whatever is good for our clients is good for us," he said.

Global head of sales Ivan Rozic, who also attended, said there is still considerable room for progress given the vast amount of data available. Learning which patterns players prefer and which they do not, he said, is key to innovation. The full video interview also covers how challenging clients' ideas can improve their approach to the market.