Merkur Bets has officially launched its operations in Denmark utilizing EveryMatrix's omnichannel platform technology, representing the first step in a series of anticipated European expansions. After completing a complex migration and integrations, EveryMatrix's turnkey technology now supports Denmark's foremost retail and online sports operator, operating over 1,000 sports betting terminals across more than 230 shops. The platform also delivers Merkur's online sportsbook and casino services.
Formerly known as Cashpoint until rebranding last month, Merkur Bets ranks among Europe's largest betting and gaming brands. This launch marks the initial phase of a broader strategy that will see other leading Merkur brands from Austria, Germany, and Belgium transition to EveryMatrix’s technology, enabling the operator group to leverage a unified platform across multiple territories.
Jonas Groes, Co-CEO of EveryMatrix, expressed that this milestone highlights the strength of their partnership with Merkur Group. "Bringing its retail estate, online sportsbook, and casino together on our technology in Denmark is a complex omnichannel deployment. Successfully launching over 1,000 betting terminals and 230 shops showcases our platform's scale and flexibility," he stated. Groes emphasized that this is just the beginning, with plans for additional Merkur brands and markets to integrate with EveryMatrix, creating a technology foundation that ensures consistency, scalability, and operational synergies across the group’s European presence.
Mathias Dahms, Managing Director of Sports Betting at Merkur Group, remarked, "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. This successful launch gives us confidence as we move towards further brand migrations across Europe. Together with EveryMatrix, Merkur is now ready for future growth and expansion."
