By Maria Emma Arnidou, Event Marketing Director at HIPTHER, for the European Gaming Media

During the recent EveryMatrix Media Day at the company’s opening of their new London office, Co-Founders Ebbe Groes (CEO) and Stian Hornsletten sat down with press to share key insights into their strategic vision. In this exclusive Q&A, we explore their views on the European Market, the evolution of EveryMatrix’s business model, leadership philosophy, and the company’s experience in the ever-evolving U.S. market.

Europe is filled with local heroes. It’s far more fragmented than most people think.

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You discussed emerging markets in your presentation. What about Europe – is it considered saturated, or are there still areas of growth?

Ebbe Groes: I really don’t think Europe is saturated at all. In fact, big parts of it are still underdeveloped. Take France for example, it doesn’t allow online casino. Germany has effectively banned it. That’s two of Europe’s three largest economies where casino is either outlawed or nearly impossible. So yes, there is still plenty of room for growth.

Stian Hornsletten: And the market is getting more concentrated around a few bigger players, but even then, it’s not as centralized as in the U.S.

Ebbe Groes: Exactly. Europe is filled with local heroes. You won’t find many players dominating across the board. Kindred, Betsson – they’re strong, but when you go country by country and look at market share, the picture is very fragmented. Even with the economies of scale in marketing – say you sponsor a Premier League team – you’re still not getting the full return unless you’re present across multiple markets. That’s what makes Europe so different from the U.S., where a few big players hold all the cards.

We started with a sportsbook. Now we’re building an ecosystem.

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EveryMatrix today operates across multiple verticals with a deeply diversified portfolio. Was this the vision from the start, or did it evolve as the company grew?

Stian Hornsletten: The vision definitely evolved quickly as we grew. We started with OddsMatrix, a B2B sportsbook product that was meant to be an off-the-shelf, managed solution – something that didn’t exist back then. Within a year, we had already expanded into turnkey and PAM solutions. By 2010–2011, we had launched the CasinoEngine and started specializing in product verticals.

We’ve always been very innovation-driven. We keep developing new products – some of which are still under wraps – and R&D remains one of the most exciting parts of what we do. Today, most of our top 10 clients are turnkey. While we still offer standalone modules, our growth has come from cross-vertical synergy.

Despite this scale and complexity, you both remain deeply involved in the company’s day-to-day operations. How do you manage to stay on top of everything across products, people, and processes?

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Ebbe Groes: It helps that we’ve been here from the start. I wouldn’t want to be hired into this role now and try to learn everything from scratch – but I’ve had 18 years to absorb it all. We’ve built the company in a way that each vertical operates almost like its own business. For example, the sports division has its own CTO, product team, trading team, and even its own support function. That independence gives us breathing room.

It allows me to focus on high-level strategy, like acquisitions – take FSB, for instance. That required a lot of focus at the start, but eventually it will transition into the core business and require less direct involvement.

Stian Hornsletten: Over the years, we’ve also developed strong planning, reporting, and KPI structures across the business. That consistency makes it easier to monitor everything and integrate new divisions. Whether we open a new office or onboard a new team, we already have the systems in place to support them.

Ebbe Groes: And the same goes for finance and HR. When we opened the London office, the HR team already knew how to handle it – we’d opened three the year before. That kind of maturity allows us to move fast without creating chaos.

“In Europe we have 150 competitors in content; in the U.S., maybe 10.”

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And what about the U.S. – a market many see as the holy grail of iGaming? What’s your current position there?

Ebbe Groes: To be honest, the U.S. was a tough lesson. We entered hoping to provide a full turnkey solution, but the market didn’t evolve the way we expected. Many well-funded B2C operators pulled out, and that left little demand for companies like us to offer the full stack. We pivoted to focus on one thing: our own gaming content.

Stian Hornsletten: We’re now live in four out of five regulated U.S. states for our own content, and we have agreements with all the major operators. Some new games from SlotMatrix are set to launch by summer, and they’ve already shown strong performance elsewhere – which gives us hope. If we manage to capture even 1–2% market share with our own content, that would already be meaningful.

But it’s been a long and costly process. Every state has its own regulatory requirements, separate hosting, and certification needs. And if one state’s not ready, operators won’t promote your games nationally. It’s frustrating, but it also reduces competition. In Europe we have 150 competitors in content; in the U.S., maybe 10. So if we can endure, there’s long-term potential.

SOFTSWISS, a global provider of iGaming software solutions, has won two prestigious trophies at the EGR Marketing & Innovation Awards 2025. These recognitions come alongside two more accolades at Malta’s iGaming Excellence Awards 2025.

EGR Marketing & Innovation Awards

Hosted annually, the EGR Marketing & Innovation Awards honour the most innovative and effective campaigns and teams in online gaming. Recognising success across marketing, creative execution, customer engagement, and commercial results, the awards are regarded as one of the industry’s top accolades.

This year marks the third consecutive win for SOFTSWISS, following previous victories for its standout campaigns, Bringing the Heat in 2023 and Grab Success in 2024. The judges praised the SOFTSWISS marketing team with the Marketing Team of the Year Award for showing a clear passion for their brand and a creative use of new technologies and data analytics.

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In addition to leading the team’s collective success, Valentina Bagniya, CMO at SOFTSWISS, was personally recognised as the best B2B Marketer of the Year for her role in transforming SOFTSWISS’ marketing function into a brand powerhouse.

“Thank you to the EGR jury team for this wonderful recognition. Winning Marketing Team of the Year is an extraordinary achievement that highlights our strength and dedication as a team. Additionally, receiving B2B Marketer of the Year is a deeply meaningful acknowledgement of our collective efforts,” says Valentina Bagniya. “These awards are not about individual achievements; they reflect the creativity, commitment, and passion of our entire marketing team.” 

Malta’s iGaming Excellence Awards

SOFTSWISS also received major recognition at Malta’s Gaming Excellence Awards 2025. Ivan Montik, Founder of SOFTSWISS, was honoured with the Lifetime Achievement Award for exceptional contributions to the iGaming industry over the course of his career. Meanwhile, Rubens Barrichello, ex-Formula 1 pilot and Non-Executive Director in Latin America at SOFTSWISS, was named Best iGaming Influencer of the Year, celebrating his significant impact through content creation, marketing, and online presence.

Valentina Bagniya comments: “It’s significant that our colleagues Ivan Montik and Rubens Barrichello received recognition at Malta’s Gaming Excellence Awards 2025, demonstrating how our leadership vision is increasingly recognised and valued by industry professionals. Moving forward, we remain dedicated to expanding our expertise and actively contributing to the advancement of our industry.”

On 3-4 July, the SOFTSWISS team will be attending iGB Live in London, ready to share their insights and expertise with interested attendees.

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About SOFTSWISS

SOFTSWISS is an international technology company with over 15 years of experience developing innovative solutions for the iGaming industry. SOFTSWISS holds a number of gaming licences and provides comprehensive software for managing iGaming projects. The company’s product portfolio includes the Online Casino Platform, the Game Aggregator with over 30,000 casino games, the Affilka Affiliate Platform, the Sportsbook Software and the Jackpot Aggregator. In 2013, SOFTSWISS revolutionised the industry by introducing the world’s first Bitcoin-optimised online casino solution. The expert team counts over 2,000 employees.

“The Next Game – Building the Future of Gaming, Esports, and Sports” sets the stage for a gathering of global decision-makers in Riyadh, Saudi Arabia from August 23-24

Executives from Sony, Activision, SEGA, Bandai Namco, Disney, and LA28 to participate in flagship event at the intersection of sport, esports, gaming, and entertainment.

 The Esports World Cup Foundation (EWCF) has officially announced the theme and the first speaker lineup for the New Global Sport Conference (NGSC2025), the leading B2B platform for decision-makers across sports, esports, gaming, and entertainment. Held on 23–24 August 2025 at the Four Seasons Hotel in Riyadh, NGSC2025 will take place during the Closing Weekend of the Esports World Cup 2025, the world’s largest esports event.

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This year’s official theme is “The Next Game – Building the Future of Gaming, Esports, and Sports,” reflecting the rapid convergence of competitive gaming and global sports. The New Global Sport Conference is the flagship event of the Esports World Cup Foundation, designed as the premier global forum where these worlds intersect, and built for leaders focused on the future and committed to meaningful strategic collaboration.

As part of its 2025 programme, EWCF has confirmed the first group of speakers and participating brands representing the forefront of industry innovation and leadership:

• HRH Prince Faisal Bin Bandar Bin Sultan – President, Saudi Esports Federation

• HRH Prince Fahad bin Mansour bin Nasser Al Saud – President, Saudi G20 Young Entrepreneurs Alliance & Founder of Entrepreneurship Vision (NGO)

• Ralf Reichert – Chief Executive Officer, Esports World Cup Foundation

• Casey Wasserman – Chairman, LA28

• Peter Moore – Owner, Santa Barbara Sky FC & Former Liverpool FC CEO

• Toshimoto Mitomo – Chief Strategy Officer, Sony

• Brian Ward – Chief Executive Officer, Savvy Games Group

• Joshua Taub – Chief Operating Officer, Activision

• Shuji Utsumi – President, SEGA

• Katsuhiro Harada – Executive Game Director & Chief Producer, Bandai Namco Entertainment

• Magnus Carlsen – World Chess Champion

• Danny Tang – Co-Founder & Chief Executive Officer, Hero Esports

• Taewon Yun  – Senior Vice President & Head of Game Strategy, NCSOFT

• Jan Alessie – Co-Founder & Managing Director, World Football Summit

• Je Alipio – Director & Head of Business Development (Games) APAC & MENA, Disney

• Marat Karpeko – Partner, NVO Capital

• Jens Hilgers – Founding General Partner, BITKRAFT Ventures

• Pete Radovich – Vice President of Production & Senior Creative Director, CBS Sports

• Bruce Stein – Co-Founder, aXiomatic

• Kartik Prabhakara – Founding Partner, Aream & Co

• Michael Murray – Producer, Bandai Namco Entertainment

• Mike McCabe – Chief Operating Officer, Esports World Cup Foundation

• Faisal Bin Homran – Chief Product Officer, Esports World Cup Foundation

• Fabian Scheuermann – Chief Games Officer, Esports World Cup Foundation

• Mohammad Al Nimer – Chief Commercial Officer, Esports World Cup Foundation

Ralf Reichert, CEO of the Esports World Cup Foundation, said, “The 2025 edition of the New Global Sport Conference arrives at a moment of unprecedented change and opportunity for competitive gaming. As the boundaries between sports, esports, entertainment, and technology dissolve, this event becomes the premier global stage for leaders to explore new horizons and create groundbreaking collaborations. At NGSC2025, we’ll challenge conventional ideas, pioneer innovative business models, and unlock powerful possibilities in storytelling and competition. Together, we define the next chapter of how the world plays, competes, and connects.”

The New Global Sport Conference will bring together 1,500 industry leaders and decision-makers from across sports, esports, gaming, and entertainment. The curated programme, featuring world-class experts, challengers, and disruptors through keynotes, panels, strategic roundtables, and private forums, will drive transformative global initiatives and foster collaboration on the growth and future of these dynamic industries.

Additional speakers and full programming details will be announced in the coming weeks.

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