EveryMatrix co-CEO Jonas Groes details data-led push up value chain
Speaking to iGaming Business in Copenhagen, Jonas Groes outlines how EveryMatrix is using player data and AI to position itself as more than a pure product supplier to operators.
EveryMatrix co-CEO Jonas Groes has set out how the supplier is using data analysis to extend its role with operator clients beyond straightforward product supply, in a conversation with iGaming Business held during the company's media day in Copenhagen.
Groes joined EveryMatrix at the start of 2026 after more than ten years at professional services firm EY. He told iGB that the company's handling of data now allows it to operate on what he called "the consulting side" of the relationship with clients, rather than acting purely as a vendor.
He said the approach lets EveryMatrix examine a client's business and the behaviour of its players to help that client understand its own customer base more fully. "From having more of a supplier role, we can lift ourselves in the value chain," Groes said.
Matias Montero, EveryMatrix's managing director for Latin America, addressed how this is shaping conversations with partners in the region. He told iGB that "data by itself doesn't make that much of a difference," and that the value lies in what is extracted from it and how a company acts on that analysis.
Groes added that products should be built around the data, saying the aim is to use it to produce the most relevant offering for a given market.
On artificial intelligence, Groes identified two areas where he believes EveryMatrix can get the most value: structuring the data it already holds to improve its products, and using AI to make internal processes more efficient.
Group chief technology officer Pablo Jensen described the underlying offer as a data platform spanning sports and user data, with applications built on top of it. He said the company's AI tools are designed to work directly on a client's own data.
Groes pointed to client behaviour as evidence the strategy is working. He told iGB that clients being willing to change aspects of how they operate, following these conversations, was "clear proof it is working." He added: "Whatever is good for our clients is good for us."
Global head of sales Ivan Rozic said there remains significant scope to extract more value from the volume of data EveryMatrix holds. He told iGB that understanding player preferences and patterns is central to driving further innovation, describing it as an area with "a lot of room for progress."