Merkur Bets Launches EveryMatrix Platform in Denmark

Merkur Bets, part of Merkur Group, has launched EveryMatrix’s omnichannel platform technology in Denmark, marking the first rollout in a planned series of European brand migrations.

The launch follows a complex migration and integration process, with EveryMatrix’s turnkey technology now supporting Merkur Bets’ retail and online sports betting operations in Denmark. The platform covers more than 1,000 sports betting terminals across over 230 shops, while also powering the operator’s online sportsbook and casino.

Merkur Bets, which was rebranded from Cashpoint last month, is among Europe’s largest betting and gaming brands.

The Danish deployment is the first of several planned launches involving Merkur Group brands across multiple European markets. Brands operating in Austria, Germany and Belgium are also set to migrate to EveryMatrix’s turnkey platform technology.

By adopting the same platform across its European operations, Merkur Group will benefit from the shared technology infrastructure and synergies created through a unified setup across its markets.

Jonas Groes, Co-CEO at EveryMatrix, said:

“This is a significant milestone for EveryMatrix and our partnership with Merkur Group. 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. Importantly, this is only the beginning. 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. We’re proud of the trust Merkur has placed in us and excited to build on this momentum with the launches ahead.”

Mathias Dahms, Managing Director, Sports Betting at Merkur Group, said:

“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. We look forward to building on what we have achieved together with EveryMatrix and delivering an increasingly connected experience for our customers. Together with EveryMatrix, Merkur is now ready for future growth and expansion.”