Merkur Bets, the betting arm of the Merkur Group, has successfully transitioned its operations in Denmark to the EveryMatrix omnichannel platform. This migration, completed this week, initiates a broader strategy aimed at extending platform integration into various European markets like Austria, Germany, and Belgium.
The new deployment brings together Merkur’s retail and online betting services into a single technological framework. It encompasses over 1,000 sports-betting terminals located in more than 230 retail outlets while also maintaining support for Merkurs’s online sportsbook and casino offerings.
Last month, the platform was officially rebranded from Cashpoint to Merkur Bets. EveryMatrix characterized the migration as a “complex omnichannel deployment” and highlighted the effectiveness of its system during the live rollout in Denmark, showcasing the platform’s scalability and flexibility.
Jonas Groes, co-CEO of EveryMatrix, stated that the Danish operation marks just the initial step, with more integrations for Merkur’s operations in Austria, Germany, and Belgium anticipated soon. "With additional Merkur brands and markets set to migrate, we are establishing a technology foundation that offers consistency, scalability, and operational synergies throughout the group's European presence,” Groes mentioned.
Mathias Dahms, managing director of sports betting for the Merkur Group, framed the successful migration as a key part of Merkur’s strategy to unify product offerings and technology across its European markets. He expressed that launching with EveryMatrix signifies a significant milestone in achieving a coherent product and technological base across regions.
Dahms also voiced optimism for the migration project's success, setting a robust foundation for future expansions into other jurisdictions. "With EveryMatrix, Merkur is now equipped for growth and expansion ahead,” he said.
Initially announced in March, the omnichannel agreement was pursued by the brand as they sought a modern, integrative technology partner capable of supporting both retail and online casino operations. Over recent months, EveryMatrix has broadened its global footprint, entering markets such as Alberta in Canada and Sweden via a partnership with ATG Casinos.
This merger comes at a pivotal moment as Denmark works towards revitalizing its land-based gaming sector. The 2025 annual report of the gambling regulator, Spillemyndigheden, indicated a 5.6% drop in land-based casino revenues, totaling DKK378 million ($58.26 million), which represents about 3% of the overall gambling market.
In August, the Danish Gambling Authority reopened its licensing process for land-based casinos, welcoming applications from both new entities and those looking to renew their 10-year operating licenses.
