Merkur Bets Goes Live With EveryMatrix Omnichannel Technology Across Denmark
Merkur Bets, part of the Merkur Group, is live with EveryMatrix omnichannel platform technology in Denmark, marking the first in a planned series of multi-territory European launches. The deployment brings the operator’s retail and online channels together on a single turnkey system.
The go-live follows a period of complex migration and integrations. The technology now powers more than 1,000 sports betting terminals across over 230 shops, while running the brand’s online sportsbook and online casino at the same time.
What the EveryMatrix omnichannel deployment covers in Denmark
The scale of the launch is the headline detail. EveryMatrix turnkey technology is now live across Denmark’s retail estate of 1,000-plus sports betting terminals in 230 or more shops, with the same platform delivering the online sportsbook and casino alongside it.
Merkur Bets, rebranded from Cashpoint last month, is described by EveryMatrix as one of Europe’s biggest betting and gaming brands. Bringing a retail network of that size onto one system, alongside the digital channels, is what makes this an omnichannel deployment rather than a standard platform switch.
Why the Merkur Group migration to a single platform matters
Denmark is the starting point, not the destination. EveryMatrix says this is the first in a series of multi-territory launches that will see Merkur brands in Austria, Germany and Belgium migrate to its turnkey platform technology, with the group benefiting from the synergies of using a single platform across all countries.
The operator read is straightforward. Running one stack across multiple regulated markets reduces the overhead of maintaining separate systems and makes it easier to roll out a consistent product. For a group active across several European territories, that consistency is often as valuable as any single feature.
What EveryMatrix and Merkur Group said about the Denmark launch
Jonas Groes, Co-CEO, EveryMatrix, framed the Denmark go-live as a milestone with more to come.
“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, Merkur Group, positioned it within the group’s wider strategy.
“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.”
The Merkur Group scale behind the EveryMatrix partnership
The commercial weight behind the deal is worth naming. Per the company, the Merkur Group is a family-run, internationally active business headquartered in Espelkamp and Lübbecke in East Westphalia, and has spent almost 70 years developing, producing and distributing gaming devices, games, system solutions and money management systems.
In 2025, Merkur Group reported over 15,000 employees worldwide and annual revenue of around €2.1 billion, with roughly 44 percent of sales generated on the international market. Read against that footprint, a single-platform strategy across Denmark, Austria, Germany and Belgium reads as a deliberate move to support international growth on consolidated infrastructure.
What the Merkur Bets go-live signals for omnichannel operators
For the wider market, the Denmark launch is a working example of a large retail-and-online operator committing to one turnkey platform across a rebrand and a multi-market roadmap. With the Austria, Germany and Belgium migrations set to follow, EveryMatrix is building a visible reference case for group-scale omnichannel consolidation, and operators weighing similar moves now have a benchmark to watch.
Source: EveryMatrix
