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How Data is Propelling EveryMatrix Up the iGaming Value Chain: Insights from Co-CEO Jonas Groes

By jili tutorial · October 10, 2026

How Data is Propelling EveryMatrix Up the iGaming Value Chain: Insights from Co-CEO Jonas Groes

In the rapidly evolving iGaming industry, data has emerged as a game-changer, enabling companies to innovate and deliver tailored solutions. EveryMatrix, a leading iGaming software provider, has been at the forefront of this transformation. Co-CEO Jonas Groes recently shared his insights during a media day event in Copenhagen, explaining how data has become central to the company’s strategy, elevating it from a traditional supplier to a consulting partner.

From Supplier to Consultant: EveryMatrix’s Evolution

Jonas Groes, who joined EveryMatrix in early 2026 after a decade-long tenure with professional services firm EY, highlighted the company’s shift in role. “We’re moving beyond just supplying products. Now, we’re more on the consulting side, helping clients unlock the value they seek in their target markets,” he said.

This evolution is driven by EveryMatrix’s ability to leverage data to understand player behaviors and optimize client strategies. According to Groes, this approach allows the company to lift itself up the value chain, offering more than just software—delivering actionable insights that drive operator growth.

The Power of Data in Shaping iGaming Products

One of the key ways EveryMatrix utilizes data is by shaping more relevant iGaming products. “The product should reflect the data,” Groes emphasized. By analyzing player preferences and market trends, the company ensures that its offerings are tailored to meet the specific needs of each market.

For example, in Latin America, where the iGaming industry is booming, Matias Montero, EveryMatrix’s Managing Director for the region, explained that data alone isn’t enough. “It’s about what you extract from the data and how you act on it,” he said. EveryMatrix’s data-driven approach allows it to create products that resonate with local audiences, giving operators a competitive edge.

AI: Enhancing Products and Streamlining Processes

Artificial Intelligence (AI) plays a pivotal role in EveryMatrix’s data strategy. Groes outlined two primary ways AI is utilized:

  1. Improving Products: By structuring and analyzing the vast amounts of data it owns, EveryMatrix can enhance its offerings, ensuring they are more engaging and effective.
  2. Streamlining Internal Processes: AI is also used to optimize operational efficiency, reducing costs and improving delivery timelines.

Pablo Jensen, EveryMatrix’s Group Chief Technology Officer, added, “We’re selling a data platform—a sports and user data platform—with applications built on top of it. Our AI works with the client’s data to provide actionable insights.”

Client-Centric Approach: Driving Success Together

Groes emphasized that EveryMatrix’s success is intrinsically tied to its clients’ success. “Whatever is good for our clients is good for us,” he noted. This client-centric approach has fostered strong partnerships, with operators willing to adapt their strategies based on EveryMatrix’s data-driven recommendations.

Ivan Rozic, EveryMatrix’s Global Head of Sales, echoed this sentiment, highlighting the untapped potential of data. “With the vastness of data we have, there’s significant room for progress,” he said. Understanding player patterns, preferences, and behaviors is key to driving innovation and staying ahead in a competitive market.

Challenging Ideas to Drive Market Success

Groes also discussed the importance of challenging clients’ ideas to enrich their market approach. By leveraging data and insights, EveryMatrix helps operators rethink their strategies, leading to more effective and impactful decisions.

For example, EveryMatrix might suggest alternative payment methods or game features based on player behavior analyses, enabling clients to better engage their audience.

Conclusion: Data as the Future of iGaming

EveryMatrix’s data-driven approach has positioned it as a leader in the iGaming industry. By moving beyond its traditional role as a supplier and embracing a consulting mindset, the company is helping operators unlock new opportunities and achieve greater success.

As Groes aptly put it, “Data is transforming the way we operate, and its potential is limitless.” With a relentless focus on leveraging data, EveryMatrix is not just keeping pace with industry trends—it’s shaping the future of iGaming.