Merkur Bets, the betting arm of the Merkur Group, has successfully transitioned its operations in Denmark to the EveryMatrix omnichannel platform. This significant move marks the beginning of a strategic expansion that aims to integrate the platform across various European markets, including Austria, Germany, and Belgium.
The migration brings Merkur’s retail and online betting operations together under a single technology system. More than 1,000 sports-betting terminals located in over 230 physical shops are now operating on this new platform, which also supports Merkur Bets’ online sportsbook and casino services.
Last month, the platform underwent a rebranding from Cashpoint to Merkur Bets. EveryMatrix characterized the migration as a "complex omnichannel deployment," highlighting that the successful launch in Denmark demonstrates the platform’s “scale and flexibility.”
EveryMatrix’s co-CEO, Jonas Groes, remarked that the launch in Denmark is “only the beginning” of a broader plan, with additional migrations of Merkur’s brands in Austria, Germany, and Belgium anticipated soon. He added, “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, noted that this migration is a crucial part of their approach to unify product offerings and technology across Europe. He stated, “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 expressed optimism about the project serving as a solid groundwork for upcoming migrations in other regions. “Together with EveryMatrix, Merkur is now ready for future growth and expansion,” he asserted.
The announcement of the omnichannel partnership was made in March. Merkur began seeking a new technology partner in early 2025 to find a modern solution that could integrate both sports betting and online casino offerings.
EveryMatrix has also broadened its global presence recently, including operations in Alberta, Canada, and through a partnership with ATG Casinos in Sweden. The timing of this merger coincides with efforts in Denmark to revitalize its land-based gaming sector. According to the Danish Gambling Authority’s 2025 report, land-based casinos experienced a 5.6% drop, generating a gross gaming revenue (GGR) of DKK378 million ($58.26 million), representing 3% of the total gambling market.
In August, the Danish Gambling Authority announced that the licensing process for land-based casinos had reopened, encouraging applications from new operators and those looking to renew their ten-year licenses.
