EveryMatrix co-CEO Jonas Groes welcomed iGB to Copenhagen as part of its media day for a conversation on how data has become central to the company’s offering.
Groes, who joined the business at the start of 2026 following over a decade with professional services firm EY, believes successful use of data is allowing EveryMatrix to push on and do more than supply products to iGaming operators.
Speaking to iGB, he explains that EveryMatrix can now be seen as more “on the consulting side” as well as being a supplier, and help clients realise the value they seek within their target markets.
In the video above, Groes details how data can shape more relevant iGaming products and act as a route to operator growth.
“From having more of a supplier role, we can lift ourselves in the value chain,” he says. “We look at clients’ businesses and their player behaviours and ask how we can help them to understand those players better.”
Asked how data is shaping the partnerships conversation in LatAm right now, Groes’ colleague Matias Montero, managing director (Latin America), adds: “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 clarifies: “The product should reflect the data… using that data in order to have the most relevant products for the market.”
The co-CEO believes there are two distinct ways EveryMatrix can utilise AI best: improving products by structuring the data it owns, and making internal processes more efficient.
Also speaking at the Copenhagen event, group chief technology officer Pablo Jensen explains: “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 evidently believes in his company’s data approach: “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,” he notes. “Whatever is good for our clients is good for us.”
Global head of sales Ivan Rozic was also in attendance and tells iGB he feels there is even more potential when it comes to getting the most from data. “With the vastness of data we have, and how much we can actually benefit… there’s a lot of room for progress,” he says. “Learning those player patterns, what they prefer and don’t prefer, is actually key for innovation.”
Watch the full video interview above for more from Groes, including how challenging clients’ ideas can enrich their approach to the market.