Merkur Bets, the betting arm of the Merkur Group, has successfully transitioned its Danish operations to EveryMatrix's omnichannel platform. This migration, finalized this week, represents the first stage in a larger initiative aimed at integrating the platform across several European countries, including Austria, Germany, and Belgium.
The successful deployment combines Merkur's online and retail betting services under a single technological framework. This integration encompasses over 1,000 sports-betting terminals distributed among more than 230 physical locations while also supporting Merkur Bets’ online sportsbook and casino offerings.
Last month, the platform underwent a rebranding from Cashpoint to Merkur Bets.
EveryMatrix characterized the migration as a complex task indicative of its platform's scalability and adaptability. Co-CEO of EveryMatrix, Jonas Groes, highlighted that the launch in Denmark marks just the start of a broader rollout, with additional migrations of Merkur's brands in Austria, Germany, and Belgium anticipated soon.
"With more Merkur brands and markets scheduled to migrate to EveryMatrix, we are establishing a technology foundation that will facilitate consistency, scalability, and operational synergies across the group’s European presence," stated Groes.
Mathias Dahms, Managing Director for sports betting at Merkur Group, described the migration as a pivotal move in aligning product offerings and technology across the continent.
"Launching with EveryMatrix in Denmark is a vital part of our strategy to create a cohesive product and technology platform across European markets," he said, expressing optimism for the project's potential as a model for future migrations of other brands.
The omnichannel partnership was first announced in March. Merkur began seeking a new technology partner early in 2025 to find a modern solution capable of integrating online casino features as well.
In recent months, EveryMatrix has expanded its global footprint, establishing a presence in Alberta, Canada, and Sweden via a partnership with ATG Casinos. This merger aligns with Denmark's efforts to revitalize its land-based gambling sector.
The Danish Gambling Authority's 2025 annual report, Spilmarkedet i tal 2025, revealed that land-based casinos experienced a 5.6% decline, generating a gross gaming revenue of DKK378 million ($58.26 million), which represented only 3% of the overall gambling market.
In August, the Danish Gambling Authority announced the reopening of its licensing window for land-based casinos, inviting new operators and those looking to renew their 10-year licenses to apply.
