Merkur Bets Migrates Danish Operations to EveryMatrix Omnichannel Platform
Denmark.- 8 October 2026 | www.zonadeazar.com Merkur Bets has completed the migration of its Danish operations onto EveryMatrix’s omnichannel platform, bringing its land-based and digital businesses onto a single technology infrastructure.
The launch represents the first step in a broader European rollout that will later extend to other Merkur Group operations.
More Than 1,000 Terminals
EveryMatrix’s turnkey technology now powers more than 1,000 sports betting terminals across over 230 Merkur Bets retail locations in Denmark.
The same platform also supports the operator’s online sportsbook and online casino services.
Unified Infrastructure
The central objective is to reduce fragmentation between retail and digital channels.
The new architecture allows Merkur Bets to operate through a shared technology foundation across:
- Retail shops.
- Betting terminals.
- Online sportsbook.
- Online casino.
From Cashpoint to Merkur Bets
The Danish business was recently rebranded from Cashpoint to Merkur Bets.
The name change forms part of a wider strategy to align both the commercial identity and technology infrastructure of the group across multiple European markets.
Technology Search Began in 2025
Merkur began searching for a new technology provider in early 2025.
The group wanted a modern omnichannel solution capable of integrating land-based and online operations while also allowing it to add online casino.
Agreement Announced in March
EveryMatrix and Merkur announced the partnership in March 2026.
The companies have since completed a migration and integration process that EveryMatrix described as complex due to the scale and mix of channels involved.
Online Casino Integration
A key element of the deployment is the addition of online casino within the same infrastructure used for sportsbook and retail.
This allows Merkur to expand its digital product without operating each vertical across separate technology stacks.
Statements
Merkur Group Managing Director Sports Betting Mathias Dahms said the Danish launch represents an important step in the strategy to create a consistent technology and product foundation across European markets.
He said the new structure positions Merkur for further growth and expansion.
EveryMatrix Highlights Scalability
EveryMatrix Co-CEO Jonas Groes said Denmark represents only the beginning of a much wider rollout.
The supplier believes using a single platform will create greater consistency, scalability and operational synergies across Merkur Group.
Next Markets
Following the Danish migration, Merkur plans to move further brands and operations onto EveryMatrix technology in:
- Austria.
- Germany.
- Belgium.
The strategy is designed to establish a common infrastructure across much of the group’s European footprint.
Cross-Market Synergies
Using one technology platform can allow Merkur to share processes, development and product capabilities between jurisdictions.
This can simplify integrations, updates and future launches while reducing the need to maintain separate technology systems in each market.
Danish Market Context
The launch comes during a period of change within Denmark’s gambling market.
The country is opening new opportunities within land-based gaming while established operators continue strengthening the connection between retail and digital channels.
Next Steps or Impact
The Danish migration will serve as the first large-scale implementation of Merkur and EveryMatrix’s shared technology strategy.
If upcoming deployments follow the same structure, Merkur will move towards a more unified European infrastructure capable of connecting retail, sportsbook and online casino through a single platform.
Editó: @fonta
