“[ Lotteries ] are not keeping up . They know that very well , they ’ re not idiots . Unfortunately for them they just don ’ t have the products that allow them to compete ”
“ We ’ re looking for long-term partners , longterm commitments , relationships where we have a synergistic approach . We ’ re not going to be jumping at every single opportunity ”
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TECH AND INNOVATION
normal IT organisation or software provider . This is where resources are harder to come by because everything reports into one person in the CTO .
Flexibility is built in , she explains , and it ’ s something gaming businesses need . “ We have to change plans quickly . We have to adapt to regulatory frameworks , to new markets being open , or new markets growing or declining over time .
“ This means we have to be able to make changes rapidly , adapt and be flexible . I see this organisational structure as allowing us to do that ,” Alexandru adds .
But what role does a group COO play in a business with multiple management teams ? In effect , as the point of connection between the different BUs , she says .
While each unit has the autonomy and resource to operate independently , Alexandru and other key group executives , such as chief architect Tim Walls , work across the functions . In Alexandru ’ s case that entails overseeing project management and processes .
Put simply , she ’ s the point of connection for projects involving multiple BUs , facilitating the strategic goals for more of Groes ’ signature wins .
TIPPMIXPRO : SPORTSBOOK ’ S SIGNATURE WIN ?
While OddsMatrix was the supplier ’ s first product , EveryMatrix is perhaps best known for its casino and games offering . The sportsbook offering went through a wholesale rebuild from 2018 onwards . Last year ’ s Tier-1 deals for the Hungarian national lottery ’ s TippmixPro and Betclic Everest Group ’ s Bet-at-home arguably provide the same validation as the Norsk Tipping agreement in 2016 .
As head of sales for OddsMatrix , Ivan Rozic is tasked with taking the refreshed and renewed product offering and building a customer base . As a challenger to the established
“[ Lotteries ] are not keeping up . They know that very well , they ’ re not idiots . Unfortunately for them they just don ’ t have the products that allow them to compete ”
Ebbe Groes , CEO
“ We ’ re looking for long-term partners , longterm commitments , relationships where we have a synergistic approach . We ’ re not going to be jumping at every single opportunity ”
Ivan Rozic , head of sales sportsbook providers , OddsMatrix is “ trying to be as disruptive as possible and bring something to the table nobody else can provide ” he explains .
Deals such as TippmixPro highlight the sort of partnerships Rozic seeks . “ We ’ re looking for long-term partners , long-term commitments , relationships where we have a synergistic approach . “ We ’ re not going to be jumping at every single opportunity ,” he continues , arguing the client wins and technology offering gives OddsMatrix that luxury .
Crucially , the decentralised structure means Rozic leads a dedicated sales team , which is highly educated about the products it sells .
“ With other providers , you might have a single sales team covering all of the components , which often enough leads to conversations where you don ’ t have the answers right away ,” he says . “ I get feedback from companies that we ’ re talking to ; some of them become our partners , some of them don ’ t . But everybody claims that they are very happy with the level of conversations that they have with our sales team because they can get the answers there and then .”
Under the BU structure , sales become product experts , he says , to really understand a client ’ s needs and the nature of the partnership and ultimately whether it ’ s a fit for OddsMatrix . “ This is what ’ s going to drive us forward , being able to judge from both sides if this is a project we ’ re both willing to go in on and if it ’ s going to bring value for both sides involved .”
18 • ISSUE 136 • iGB L ! VE 2024