Listening More Has Lead to Tier-1 Boom The Commercial Shift Behind EveryMatrix’s Growth
This year at ICE the emphasis was on real results and growth at the EveryMatrix booth. Showcasing the partners who built their success on the company's turnkey technology, Ivan Rozić, Global Commercial Director, underlines the importance of actively listening to operator pain points rather than rigid product selling to secure and maintain long-term partnerships with tier one operators.
As EveryMatrix arrives at ICE with a “proof over promises” message, Ivan Rozić is clear this isn’t a new positioning - it’s simply the first time the company has so much evidence to back it up.
“We’ve never had more proof than we do today,” Ivan explains. After years of sustained delivery, he believes the results now speak louder than any product pitch ever could. In an industry crowded with technology providers, distinguishing what genuinely works from what merely sounds good has become increasingly difficult for operators. “I fully understand how demanding that is on operators. Tat’s why references matter.”
For Ivan, trust is rarely built in the sales meeting itself. Decisions are shaped elsewhere, through peer conversations and lived experience. “Potential partners always talk to others you’re already working with,” Ivan underlines. “You need people to vouch for you.” As he puts it with a smile, “a guy and a donkey are smarter than just a guy.”
Tat emphasis on credibility is closely tied to EveryMatrix’s commercial model. Ivan is candid about his discomfort with traditional labels like “clients” or “customers,” arguing they don’t capture the nature of the relationship the company is trying to build. “Around 93 per cent of our revenues come from revenue share. If our partners grow, we grow.”
Tis alignment of incentives has shaped how EveryMatrix approaches sales. Rather than pushing rigid product packages, Ivan describes a consultative, turnkey platform-led mindset focused on long-term outcomes. “We listen carefully to what partners need to make their business stronger, bigger, and better,” he explains. Tose requirements
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then inform how the platform evolves, with technology built around real operational needs rather than theoretical use cases.
Tat philosophy has become increasingly important as operators move away from all-or-nothing platform decisions. Ivan agrees the market is shifting toward modularity, with operators blending proprietary components alongside third-party platforms. “Tere are providers who offer a single solution that you either use or don’t,” he says. “Tat’s not our approach.”
Instead, EveryMatrix has developed multiple product lines that can be deployed independently or combined. Ivan points to the diversity of existing partnerships as evidence. Some operators use only components of the platform, others opt for full turnkey solutions, and many sit somewhere in between. From a commercial perspective, that flexibility changes the conversation entirely. “My role isn’t to sell a fixed product,” he explains. “It’s to work out what actually fits best for each individual brand.”
Tat mindset informed the company’s decision to move away from offering rapid, off-the-shelf white-label products many years ago in favour of modular platform solutions. While speed to market can be attractive, Ivan argues = it often comes at the expense of depth. “We want to spend time understanding each business, their markets, and their players. Tat’s how you build something meaningful.”
For operators walking the ICE show floor looking for their next long- term technology partner, Ivan believes the most important conversations often start in an unexpected place. “It’s not always about
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