Merkur Bets, the betting arm of the Merkur Group, has successfully transitioned its operations in Denmark to EveryMatrix’s omnichannel platform. This migration, which occurred this week, represents the first step in a comprehensive strategy to expand platform integration across several European countries, including Austria, Germany, and Belgium.
The move consolidates Merkur's retail and online betting functionalities under a single technological framework. It encompasses over 1,000 sports betting terminals situated in more than 230 physical locations, while also providing support for Merkur Bets’ online sportsbook and casino operations.
The brand had been rebranded from Cashpoint to Merkur Bets just last month.
EveryMatrix termed the migration a "complex omnichannel deployment" and claimed that the successful rollout in Denmark highlighted the platform’s "scale and flexibility". Jonas Groes, co-CEO of EveryMatrix, declared that the launch in Denmark signifies "only the beginning" of a broader implementation, with further migrations of Merkur’s brands in Austria, Germany, and Belgium anticipated shortly.
He stated, "With further Merkur brands and markets set to migrate to EveryMatrix, we are building a technology foundation that can deliver consistency, scalability and operational synergies across the group’s European footprint."
Mathias Dahms, managing director for sports betting at Merkur Group, underscored the significance of this migration as a pivotal element of Merkur’s strategy to streamline its product offerings and technological infrastructure across different European regions.
“Going live with EveryMatrix in Denmark is an important step in our strategy to create a consistent product and technology foundation across our European markets," Dahms remarked. He expressed optimism regarding the project’s success as a groundwork for future brand migrations in other territories, adding, "Together with EveryMatrix, Merkur is now ready for future growth and expansion."
The omnichannel partnership was initially announced in March of this year, following Merkur’s quest for a new technology partner that began in early 2025. The focus was on establishing a modern omnichannel solution capable of integrating online casino functions.
In recent months, EveryMatrix has also broadened its global footprint, making strides in regions such as Alberta, Canada, and Sweden through a partnership with ATG Casinos. This merger occurs amidst Denmark's efforts to revive its land-based gaming sector. According to the Danish Gambling Authority’s 2025 annual report, land-based casinos experienced a 5.6% decrease, generating DKK378 million (approximately $58.26 million) and accounting for 3% of the overall gambling market.
Recently, the Danish Gambling Authority announced a reopening of its licensing window for land-based casinos, inviting new operators and those wishing to renew their 10-year licenses to submit applications.
