Merkur Bets, part of the Merkur Group, has successfully transitioned its Danish operations to the EveryMatrix omnichannel platform. This recent move signifies the first step in a larger strategy to integrate the platform across various European markets, including Austria, Germany, and Belgium.
This migration merges Merkur’s retail and online betting systems into a single technological framework. It encompasses over 1,000 sports-betting terminals located in more than 230 physical retail locations while also enhancing Merkur Bets’ online sportsbook and casino services.
Notably, the platform underwent a rebranding from Cashpoint to Merkur Bets last month.
EveryMatrix called the migration a "complex omnichannel deployment" and noted that the rollout in Denmark illustrates the platform’s capacity and adaptability.
Jonas Groes, co-CEO of EveryMatrix, highlighted that launching in Denmark is just the start of a broader expansion plan, with additional transitions for Merkur’s brands in Austria, Germany, and Belgium anticipated soon. "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," he stated.
Mathias Dahms, Managing Director for Sports Betting at Merkur Group, called the migration pivotal in stabilizing product offerings and technology systems across Europe. “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,” he noted, expressing confidence that this successful implementation will set the stage for future brand migrations.
The partnership was first announced in March 2025, as Merkur began searching for a modern technology partner capable of providing a comprehensive omnichannel solution, which also includes online casino functionalities.
In recent months, EveryMatrix has extended its global reach to markets such as Alberta in Canada and Sweden through a collaboration with ATG Casinos. This development occurs alongside Denmark’s efforts to revitalize its land-based gaming sector. According to the regulator's 2025 report, Spilmarkedet i tal 2025, land-based casinos faced a 5.6% decline, generating DKK378 million ($58.26 million), which represents only 3% of the overall gambling market.
In August, the Danish Gambling Authority (Spillemyndigheden) reopened its licensing window for land-based casinos, accepting applications from new operators and those looking to renew their ten-year licenses.
