EveryMatrix isn't content sitting in the traditional supplier tier anymore. Under newly appointed co-CEO Jonas Groes, the Copenhagen-based firm is actively repositioning itself as a strategic consulting partner. The pitch is straightforward: leverage data insights to help operators unlock growth within their target markets.

From Vendor to Strategic Partner

Groes arrived at EveryMatrix at the start of 2026, bringing over a decade at EY with him. And he frames the company's evolution in deliberate terms. Rather than simply flogging products, EveryMatrix now operates "on the consulting side" of things, analyzing operator behaviour patterns and player dynamics to inform smarter product development.

"From having more of a supplier role, we can lift ourselves in the value chain," Groes explains. The mechanism is straightforward. By examining clients' business models and understanding their player cohorts, EveryMatrix can architect offerings that actually resonate within specific markets instead of applying the same solution to everyone.

Data as Competitive Differentiator

The real value, though, lies not in accumulating data but in extracting it and using it. Matias Montero, managing director for Latin America, puts it bluntly: "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." That distinction separates serious operators from the merely data-rich.

EveryMatrix's architecture reflects this philosophy. Group CTO Pablo Jensen describes the company's offer as layered: "We are selling a data platform, a sports data and user data platform, where applications are sitting on top of it." The AI engine operates within the client's data environment, generating insights without requiring data transfers or complex integrations.

Proof Points and Future Potential

Groes cites willingness to change as evidence the strategy is working. When clients alter their operational approaches based on EveryMatrix recommendations, it signals genuine value creation rather than theoretical positioning. "Whatever is good for our clients is good for us," he notes. A sentiment that aligns supplier success with operator success.

Ivan Rozic, global head of sales, identifies substantial untapped potential. Understanding player preferences and behavioural patterns remains foundational to innovation in competitive markets. With the volume of data EveryMatrix now commands, the opportunity to extract meaningful competitive advantage looks considerable.

As the iGaming market matures and competition intensifies, suppliers who transition from transactional relationships to consultative partnerships are likely to command premium positioning and stickier client retention. EveryMatrix appears determined to make that shift permanent.