Danish Launch Puts Merkur Bets on EveryMatrix Platform Across 230 Shops

EveryMatrix announced on October 7, 2026, that Merkur Bets, the Merkur Group sports betting brand rebranded from Cashpoint the previous month, has gone live on the supplier’s omnichannel platform technology in Denmark, covering more than 1,000 betting terminals in over 230 shops alongside an online sportsbook and an online casino.

The go-live followed what the company described as a period of complex migration and integrations. EveryMatrix described Merkur Bets as Denmark’s leading retail and online sports operator, and said the Denmark launch is the first in a series of multi-territory rollouts, with the operator group expected to gain synergies from running a single platform across all of its markets.

Jonas Groes, co-chief executive of EveryMatrix, called the deployment a significant milestone for the company and its 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,” Groes said. “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.”

March Agreement Set the Migration in Motion

EveryMatrix first announced the omnichannel turnkey platform agreement with Cashpoint on March 11, 2026, with the launch planned for later that year, in time for the new football season. Cashpoint would be rebranded to Merkur Bets once platform migration was complete, the company said at the time, and the brand would launch an online casino for the first time in the second half of 2026.

Cashpoint started looking for a new technology partner in early 2025, according to the March announcement, seeking a modern omnichannel setup that could also add online casino. The brand had previously run on its own in-house technology before moving to the EveryMatrix platform. EveryMatrix described Cashpoint as among the largest betting and gaming brands in Western Europe, citing what it called leading positions in Germany, Austria, Belgium and Denmark.

The Cashpoint deal was the supplier’s second major turnkey agreement in Denmark within two months; Danske Spil had previously selected EveryMatrix to power its casino and bingo offerings. Ebbe Groes, group co-chief executive and co-founder of EveryMatrix, said at the time that the Cashpoint and Merkur brands were among the most recognisable in Denmark and across Europe, calling it another sign that more tier-one operators and lotteries were turning to the company’s technology.

Betcenter Agreement Took the Partnership to Belgium

The partnership widened on July 6, 2026, when EveryMatrix agreed an omnichannel partnership with Betcenter, the Merkur Group’s Belgian brand. EveryMatrix will move Betcenter’s customers and operations across to its full technology stack via omnichannel delivery, replacing an in-house legacy platform and covering both the brand’s retail and online sportsbook offering. The supplier said it would also provide an improved front-end for Betcenter customers. Betcenter operates online and in more than 50 retail betting shops, with 600 full self-service betting terminals and 300 SSBT-light units. The agreement was EveryMatrix’s second omnichannel partnership with the Merkur Group, after the Cashpoint deal.

Ebbe Groes said that extending the Merkur partnership to Belgium so soon after the Cashpoint agreement was a rarity in the industry. Mathias Dahms, managing director of the sports betting division at Merkur Group, said the group had come to view EveryMatrix as a reliable and capable partner, and looked forward to taking the next step on the Belgian project, which he described as challenging. He said the partnership would strengthen Betcenter’s leading market position in Belgium and add new products.

In the October announcement, Dahms described the Danish go-live as an important step in Merkur Group’s strategy of building a shared product and technology base across its European markets.

“This successful launch gives us confidence as we move towards further brand migrations across Europe,” Dahms said.

Dahms said the group looked forward to building on what the two companies had achieved together and giving customers a more connected experience. Merkur brands in Austria, Germany and Belgium are set to migrate to the same EveryMatrix turnkey platform technology in the launches ahead.