Merkur Bets, the betting arm of the Merkur Group, has successfully transitioned its operations in Denmark to EveryMatrix’s omnichannel platform. This migration marks the first step in a larger initiative aimed at expanding the platform's integration across various European markets, including Austria, Germany, and Belgium.
With this deployment, Merkur consolidates both its retail and online betting services under a single technological framework. The initiative encompasses over 1,000 sports-betting terminals located in more than 230 physical retail outlets, while simultaneously supporting Merkur Bets' online sportsbook and casino offerings.
Recently, the platform underwent a rebranding from Cashpoint to Merkur Bets. EveryMatrix characterized this migration as a “complex omnichannel deployment”, highlighting that the successful rollout in Denmark demonstrates the platform's “scale and flexibility”.
Jonas Groes, co-CEO of EveryMatrix, emphasized that the launch in Denmark is merely the starting point for a more extensive rollout, indicating that further migrations for Merkur’s brands in Austria, Germany, and Belgium will follow soon.
“As more Merkur brands and markets transition to EveryMatrix, we are establishing a technological foundation that ensures consistency, scalability, and operational efficiencies across the group’s European presence,” he stated.
Mathias Dahms, the sports betting managing director at Merkur Group, identified this migration as a crucial element of their strategy to standardize product offerings and technology infrastructure throughout Europe. He said, “Going live with EveryMatrix in Denmark is a significant advancement in our effort to develop a uniform product and technology base across our European markets.”
Dahms is confident that this project sets a solid groundwork for additional brand migrations in other jurisdictions. “With EveryMatrix, Merkur is fully prepared for future growth and expansion,” he asserted.
The collaboration was initially disclosed in March this year, following Merkur’s search for a new technology partner that began in early 2025. The goal was to find a modern omnichannel solution that also integrates online casino capabilities.
In recent times, EveryMatrix has expanded its operations globally, establishing a presence in Alberta, Canada, and Sweden through a partnership with ATG Casinos. This merger comes at a pivotal moment as Denmark seeks to revitalize its land-based casino sector.
According to the regulator’s 2025 annual report, Spilmarkedet i tal 2025, land-based casinos experienced a decline of 5.6%, with a gross gaming revenue of DKK378 million ($58.26 million), which constitutes only 3% of the overall gambling market.
In August, the Danish Gambling Authority (Spillemyndigheden) announced that the licensing window for land-based casinos had reopened, welcoming applications from both new operators and those looking to renew their ten-year licenses.
