Merkur Bets Finalises Danish Migration to EveryMatrix Omnichannel Platform
The Merkur Group-owned operator has concluded the transition of its Danish retail and online sports betting operations to EveryMatrix's technology, marking the first stage of a multi-market European platform overhaul that will next target Germany, Austria, and Belgium.
- Merkur Bets has finalised the migration of its entire Danish online and retail sports betting business onto EveryMatrix's platform.
- The Danish omnichannel rollout involved integrating over 1,000 betting terminals across 230 retail locations.
- The project is the first phase of a wider strategy to unify the operator's technology in Germany, Austria, and Belgium.
Danish Migration Finalised
Merkur Bets has announced the successful completion of its platform migration onto EveryMatrix’s omnichannel technology within the Danish market. The move consolidates the operator's entire Danish sports betting business, encompassing both its digital channels and extensive retail network, onto a single, unified system. This milestone represents the first live deployment under a wide-ranging partnership established between parent company Merkur Group and the B2B platform provider earlier this year. The transition also coincides with a recent rebranding in the jurisdiction, where the operator was known as Cashpoint until last month, signalling a comprehensive refresh of its Danish market presence.
The project was a significant undertaking, requiring the seamless integration of EveryMatrix’s software across a substantial land-based footprint. The omnichannel deployment involved the successful launch of more than 1,000 self-service betting terminals, which are distributed across 230 shops throughout Denmark. By uniting its retail and online operations on one platform, Merkur Bets can now offer a more consistent customer experience and streamline its management of player accounts, betting activity, and compliance obligations across all its Danish channels.
A Multi-Market Consolidation Strategy
According to the operator, the primary strategic objective behind the partnership is to leverage the benefits of a single, turnkey platform across its key European markets. Merkur Group projects that this technological consolidation will generate significant operational efficiencies and enable faster product development and deployment. The initial agreement signed with EveryMatrix specifically covers two of the group's key brands: the newly migrated Merkur Bets in Denmark and the Betcenter brand, which is active in Belgium. The move reflects a broader industry trend of major operators seeking to modernise legacy systems and reduce complexity by partnering with specialist technology suppliers.
Germany, Austria and Belgium Next in Line
Following the successful go-live in Denmark, Merkur Group has confirmed that it is already advancing plans for the next phases of the platform overhaul. The company’s operations in Germany, Austria, and Belgium are scheduled to be the next to migrate to the EveryMatrix platform. This phased rollout will see the technology extended to the group's core markets, including its domestic German market, which represents a substantial part of its business. The Belgian migration will be conducted under the Betcenter brand. The overall strategic initiative is being guided by leadership from both organisations, including Mathias Dahms, Managing Director of Sports Betting at Merkur Group, and Jonas Groes, Co-Chief Executive Officer of EveryMatrix.
