Turning data into growth: how EveryMatrix is building deeper client partnerships
Data has always been central to iGaming, but for EveryMatrix, the opportunity now goes far beyond reporting and analytics.
In this interview for iGB, our Co-CEO, Jonas Groes, discusses how better use of data is helping the business understand operators and their players more deeply, improve products, and move closer to clients as a strategic partner rather than simply a technology supplier.
AI is accelerating that shift, making it easier to structure, interpret and act on data at scale, both externally with customers and internally across the business.
Watch the full interview below:
Making data more useful
EveryMatrix has access to a vast amount of information across its products, clients and markets. The focus now is on turning that information into something more actionable.
‘AI is creating new opportunities to work with data more efficiently and extract greater value from it.
“We have a lot of data together with our clients, our partners, and we see some opportunities towards how are we utilising them towards the market.”
That applies both to understanding individual operators and to identifying wider market patterns.
By combining client data with a broader view of player behaviour across different markets, EveryMatrix can help operators understand their customers more clearly and tailor products more effectively.
From supplier to strategic growth partner
One of the biggest changes is in the nature of the conversations EveryMatrix can have with its clients.
Historically, a technology supplier might primarily respond to an operator’s requirements and build around what the client requested.
A stronger data foundation creates the opportunity to challenge, advise and contribute more strategically.
“We can be more on the consulting side, helping our clients realise the value that they can seek within their market […] whatever is good for our clients is good for us.”
That means using data not simply to support existing decisions, but to help shape them.
For EveryMatrix, the goal is to understand the market, the client and the product together, allowing teams to have more informed discussions around what is likely to drive growth.
This is particularly powerful in revenue-share relationships, where the incentives of the operator and supplier are directly aligned.
Creating a feedback loop between data and product
Data is also becoming increasingly important in how EveryMatrix develops its products.
The relationship is not one-way. Products generate data, that data provides insight into player and market behaviour, and those insights can then be fed back into product development.
“You have the product, you utilise it towards a market, getting data, and that should then come back to the product so that the product becomes better and reflects the needs of the market.”
That feedback loop can help make products more relevant to specific jurisdictions, clients and player behaviours.
It also allows us to move away from a purely reactive model and towards one where product decisions are increasingly informed by real-world usage.
AI as an accelerator
AI sits naturally alongside this wider data strategy. EveryMatrix sees two major areas of opportunity: using AI to improve products and present data more effectively to clients, and using it internally to make teams and workflows more efficient.
This raises the following question: How can we take all that date and structure it in a manner that is relevant?
The value of AI is not simply in generating more information, but in helping teams make sense of the information that already exists and turning it into clearer decisions and actions.
Building trust through better conversations
As EveryMatrix continues its journey from fast-growing supplier to trusted tier-1 partner, data is becoming an increasingly important part of how that trust is built.
The clearest evidence is not necessarily a single metric, but the quality of the conversations now taking place with customers.
When clients are willing to engage in those discussions and adapt how they operate based on the insight provided, that becomes a strong indication that the relationship has moved beyond traditional supplier support.
For EveryMatrix, that is where the real value of data lies: not just in understanding what has happened, but in helping clients decide what to do next.
