Mapping out 2030 ambitions

This month we revealed a new Co-CEO to support the rapidly growing business alongside longstanding CEO Ebbe Groes. Conveniently, the new arrival knows Groes very well — in fact, the two are a bit closer than just colleagues. Groes’ brother Jonas has joined the team to help it achieve its seismic ambitions and secure more top tier partners.

Here, the brothers discuss the reasoning behind Jonas’ hire and how the supplier is advancing to reach its ambition of being a top tier supplier by 2030.

What a time to announce this EveryMatrix news at ICE 2026. Why now?

Ebbe: Jonas’s arrival and the opening of the largest show in our industry happening simultaneously is a wonderful coincidence and ideal timing to have him here with me, meeting our tier-1 customers and prospects and more key people from the EveryMatrix team.

We have huge ambitions as a business, looking to become a top three global turnkey platform technology supplier by 2030, focusing on client centricity and product and service excellence as well as becoming a “must speak to” provider for any regulated tier-1 operator or WLA lottery worldwide.

We’re on the right track to achieve this having welcomed more tier-1 brands and lotteries in 2025 than any other year. When Jonas and I started talking, we knew this was the right time to bring in his expertise, knowledge and experience to help me, the management team and all our global teams to achieve the goals we’ve set ourselves.

How will Jonas’s arrival help you achieve EveryMatrix’s 2030 target?

Ebbe: As the Group continues to grow, tripling our headcount in the last five years, and as we work with more of the largest gaming brands and lotteries, I needed to find someone who knows what it takes to scale a business and reach the ambitious targets we have for the next five years.

Having Jonas next to me will mean I will have more time to work on strategy and execute all the things we want to do to become a global top three tier-1 technology provider.

Jonas, welcome! What made you decide to join EveryMatrix and what can you bring to the role?

Jonas: Thank you, it’s a thrill to be here as co-CEO of this great company. Being here and working with Ebbe is exciting and something we’ve wanted to do for some time, but we wanted to wait until the time was right. Across 18 years what Ebbe, Stian Hornsletten and the rest of the team have built is nothing short of phenomenal, and I’ve seen close hand just what it takes as an advisor.

I always say that the right mix and diversity of skills, approaches and experiences make up a great team, and that’s what Ebbe and I have. We work well together and our differences and combined strengths complement one another.

Tell us more about your experiences and how they can be applied to the iGaming industry?

Jonas: I have a strong background in technology, finance and policy leadership and project management including the last 10 years as partner of EY’s Nordic Consulting practice, consisting of more than 1,200 people leading high-level projects with a focus on strategy, innovation, digitalisation towards major government and infrastructure clients.

I’ve worked across both the public and private sectors and have a good knowledge of the iGaming landscape. iGaming is such a dynamic space to operate in. As we know, there is so much change across regulation, competition, technology, consumer behaviours and many more areas and this is why this excites me so much.

EveryMatrix has just seen its strongest year of tier-1 customer deals across multiple areas, and as we continue to scale and provide advanced turnkey platform technologies to an increasing number of the world’s biggest brands and lotteries, I will be there to ensure we support, grow, retain and service these customers in the best way possible, delivering product and service excellence that no one else can offer.

What are the individual strengths that you will both bring to this newly shared role?

Ebbe: Ultimately Jonas and I may sometimes see things differently, or operate in a different way — we’re brothers after all — but we share a common goal and that is to get EveryMatrix to a position of global strength and value by 2030 by growing our tier-1 customers as a result of technology, product and service excellence.

I have always been, and still am, very entrepreneurial, always looking for new ways to do things better, and have been closer than anyone to this business for the last 18 years. I know precisely how everything works and should work. But I have also been hands on and largely operational for almost two decades. So now I have Jonas by my side, he can share that responsibility and I can spend more time working on strategic planning to execute on our 2030 targets. I’m extraordinarily confident he will do it with flying colours.

Jonas: I have spent many years working on large projects across numerous areas of business, so I’m analytical, process-oriented and a big believer in getting the small details right to achieve the bigger picture. I’m stepping into a great business that has huge potential to deliver on its ambitions and I’m very driven to helping it get there.

The original version of this article was published by iGB.