Merkur Bets migrates Danish operations to EveryMatrix omnichannel platform

Merkur Bets, the betting division of the Merkur Group, has completed a migration of its Danish operations onto EveryMatrix’s omnichannel platform. 

This week’s transition marks the initial phase of a broader plan to expand the platform integration across multiple European markets. These include Austria, Germany and Belgium.

The deployment consolidates Merkur’s retail and online betting operations onto a unified technology infrastructure. It covers more than 1,000 sports-betting terminals across over 230 physical shops, while simultaneously supporting Merkur Bets’ online sportsbook and casino services. 

The platform was rebranded from Cashpoint to Merkur Bets last month.

EveryMatrix described the migration as a “complex omnichannel deployment” and asserted that the live Danish rollout showcased its platform’s “scale and flexibility”.

Jonas Groes, co-CEO of EveryMatrix, emphasised that the Danish launch represents “only the beginning” of a wider rollout, with further migrations of Merkur’s Austrian, German and Belgian brands expected in the near future.

“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”, he added. 

‘Important step in our strategy’

Managing director for sports betting at Merkur Group, Mathias Dahms, positioned the migration as a cornerstone in Merkur’s strategy to harmonise product offerings and technology infrastructure across European territories. 

“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,” he said.

Dahms also expressed confidence in the project’s success as a foundation for upcoming brand migrations across other jurisdictions.

“Together with EveryMatrix, Merkur is now ready for future growth and expansion,” he emphasised. 

A merger and a resurrection 

The omnichannel deal was first announced in March of this year. The brand began its search for a new technology partner in early 2025 with the aim of selecting a modern omnichannel solution that could also integrate and offer online casino.  

In recent months EveryMatrix has also expanded its reach across the globe, including Alberta in Canada and in Sweden through an ATG Casinos partnership.

The merger also comes at a time when Denmark is attempting to resurrect its land-based offerings. 

According to the regulator’s 2025 annual report Spilmarkedet i tal 2025, land-based casinos saw a 5.6% decline with GGR of DKK378 million ($58.26 million), accounting for 3% of the total gambling market. 

In August, Danish Gambling Authority (Spillemyndigheden) announced its licensing window for land-based casinos had reopened, inviting applications from new operators and those seeking to renew their 10-year licence.