EveryMatrix agrees Betcenter Belgium omnichannel partnership

EveryMatrix has secured a comprehensive omnichannel partnership with Betcenter Belgium, adding another tier-1 European brand to its client portfolio. The B2B supplier will migrate Betcenter’s customer activities and operations from an in-house legacy platform to its full technology stack, covering both online and retail sports betting operations.

Betcenter, owned by the Merkur Group, commands significant market share in the Belgian sports betting market. The operator runs online operations alongside more than 50 retail betting shops equipped with 600 full Self Service Betting Terminals (SSBTs) and 300 SSBT-light units. EveryMatrix will provide an improved front-end solution designed to enhance the customer betting experience across all channels.

Second Merkur Group Partnership in Four Months

The Betcenter deal marks EveryMatrix’s second omnichannel partnership with the Merkur Group in 2026. In March, the supplier announced it would power Merkur’s Cashpoint brand in Denmark for online sports and casino, along with more than 1,000 sports betting terminals across 230 shops.

Ebbe Groes, Group Co-CEO and Co-Founder at EveryMatrix, highlighted the significance of the rapid partnership expansion: “To be able to extend our partnership with Merkur Group in Belgium so soon after agreeing to work with its Cashpoint brand in Denmark is something you rarely see in our industry. There has been, and continues to, be an enormous amount of hard work put into both making and delivering these deals on both sides so I’d like to thank the Merkur Group and my own internal EveryMatrix teams for making this a reality.”

Strategic Market Positioning

For Merkur Group, the partnership represents a strategic move to consolidate and expand its Belgian market position. Mathias Dahms, Managing Director of the Sports Betting Division at Merkur Group, emphasized the relationship’s value: “We have learned to regard EveryMatrix as a reliable and competent partner and look forward to taking the next step with them on this challenging project in Belgium. Through this partnership, we will consolidate our market-leading position in Belgium and further expand it with new products.”

Omnichannel Delivery Model

The partnership demonstrates the growing importance of integrated omnichannel solutions in regulated European markets. By replacing Betcenter’s legacy in-house platform with EveryMatrix’s technology, the operator gains access to a unified system managing both digital and land-based operations. This approach allows for consistent customer experiences, streamlined operations, and improved data management across all betting channels.

The deal reinforces EveryMatrix’s position as a provider of comprehensive platform solutions for established operators seeking to modernize their technology infrastructure while maintaining market leadership in competitive regulated jurisdictions.