Merkur agreements in Denmark & Belgium show omnichannel prowess

EveryMatrix has secured two significant agreements with Merkur Group to power omnichannel operations in Denmark and Belgium, demonstrating how tier-one operators are increasingly turning to third-party platform providers amid mounting regulatory pressure across European markets.

In Denmark, EveryMatrix is deploying its turnkey technology to operate Merkur Group’s CashPoint brand, including the online sportsbook and casino as well as 1,000 sports betting terminals across more than 230 retail locations throughout the country. In Belgium, announced on 6th July, the supplier is replacing an in-house platform with its full tech stack for BetCenter’s retail and online sportsbook offering.

Regulatory Complexity Drives Platform Partnerships

Richardt Funch, Global Commercial Director at EveryMatrix, told SBC News that increased regulatory pressure is prompting more operators to reconsider their technology strategies. “That’s why I think even from these big tier one operators out there like Merkur Group are getting to a point where they think do we focus on being up to speed on the platform and regulator technical, regulatory side of things, or do we invest more in actually taking care of the player facing development and marketing, and and leave the tech to companies like EveryMatrix?” he said.

European gambling markets are facing widespread re-regulation that requires operators to comply with more stringent measures while tax burdens reduce margins. This context is making third-party backend solutions increasingly attractive, allowing operators to concentrate on branding and day-to-day operations.

Local Collaboration Key to Omnichannel Success

EveryMatrix won the Danish CashPoint bid following a year-long process. While technology and compliance capabilities were essential factors, Funch explained that the company’s commitment to local collaboration proved decisive. “We’ve spent a lot of hours together with CashPoint, learning from them exactly how they want to roll this out. Of course we are also understanding all the details behind such a complex setup, which an omnichannel is,” he said.

Funch identified localisation as critical to managing complexity. “As a platform provider, having that local established collaboration with CashPoint has really been a key for us. That’s also why our strategy is to be very locally focused and we are setting more and more teams up in other markets where we are live, to have that locally established collaboration with our partners.”

Belgium Demonstrates Compliance Capabilities

Belgium represents one of Europe’s more challenging regulatory environments, having recently imposed stricter measures including an e-ID system for all retail gambling and the mandatory national Excluded Persons Information System (EPIS) to enforce self-exclusions.

“These things we have been implementing have not been easy, but they’re implemented now. It goes without saying without these things integrated and up and running you simply cannot run an operation in Belgium,” Funch noted.

The supplier’s ability to navigate Belgium’s rigorous compliance demands while replacing BetCenter’s in-house platform serves as an endorsement of both its technical capabilities and service commitment. Funch emphasized that EveryMatrix’s dedicated delivery and compliance teams worked closely with BetCenter’s local team to ensure the platform solution met all regulatory requirements.

EveryMatrix operates as a pure B2B provider without any B2C revenues, making it entirely dependent on client success. “We actually call them partners because you know, if they don’t generate any revenues, we will not generate any revenues either,” Funch explained. The company counts operators including Danske Spil, BetGoodwin and BetTom among its turnkey clients.