Merkur Bets has gone live with EveryMatrix omnichannel platform technology in Denmark, powering more than 1,000 sports betting terminals across 230+ retail shops alongside its online sportsbook and casino operations. The deployment marks the first in a series of multi-territory launches planned across Europe.
The newly rebranded operator, part of the Merkur Group and formerly known as Cashpoint, completed a complex migration and integration process to bring its retail estate and digital operations onto EveryMatrix’s turnkey technology. The Denmark launch serves as the foundation for further brand migrations in Austria, Germany and Belgium, with the operator group aiming to leverage synergies from a unified platform across all markets.
Strategic Platform Consolidation Across European Markets
The multi-territory rollout strategy reflects Merkur Group’s push to establish a consistent technology foundation across its European footprint. By consolidating multiple market operations onto a single platform provider, the operator aims to achieve operational efficiencies and deliver a more connected customer experience across jurisdictions.
Mathias Dahms, Managing Director of Sports Betting at Merkur Group, emphasized the strategic importance of the Denmark launch: “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.”
Complex Omnichannel Integration at Scale
The Denmark deployment demonstrates the technical complexity of true omnichannel operations, integrating retail betting terminals, online sportsbook and casino products on a unified platform. The scale of the implementation, spanning over 1,000 terminals and more than 230 physical locations, represents a significant technical undertaking for both parties.
Jonas Groes, Co-CEO of EveryMatrix, highlighted the platform’s capabilities: “Bringing its retail estate, online sportsbook and casino together on our technology in Denmark is a complex omnichannel deployment and successfully going live across more than 1,000 betting terminals and 230 shops demonstrates the scale and flexibility of our platform.”
Building Momentum in Regulated European Markets
The partnership positions EveryMatrix to expand its footprint with one of Europe’s largest betting and gaming brands. The Merkur Group, a family-run company headquartered in East Westphalia, generated annual revenue of approximately 2.1 billion euros in 2025 with over 15,000 employees worldwide. Around 44 percent of the group’s sales currently come from international markets.
Groes 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.”
The phased rollout approach allows both parties to refine the platform integration before expanding to additional markets, with the Denmark launch serving as proof of concept for the broader European deployment strategy.
