Merkur Group has relaunched its Danish betting business on a new omnichannel platform, the first step in a plan to run all of the German operator’s European brands on a single technology stack.
Merkur Bets, which dropped the Cashpoint brand in September, now runs its Danish retail estate of more than 1,000 sports betting terminals across 230-plus shops on EveryMatrix’s turnkey platform.
The same platform also powers its online sportsbook and a newly launched online casino, the brand’s first casino product in Denmark.
The Danish business has one of the largest shop networks in the market, and until now it had been sports-only online.
Denmark is the first of several migrations. Merkur brands in Austria, Germany and Belgium will follow, with the group aiming for operational synergies from one platform across all its markets.
The move is part of a wider omnichannel push by Merkur, which rebranded from Gauselmann Group in 2024 and posted revenue of €2.1bn in 2025.
Last year, the group bought casinos in Lower Saxony from Casinos Austria International and acquired US game developer Gaming Arts, then in July this year, it snapped up US gaming supplier White Hat Studios.
“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,” said Mathias Dahms, managing director of sports betting at Merkur Group.
“This successful launch gives us confidence as we move towards further brand migrations across Europe.”
Jonas Groes, EveryMatrix co-CEO, added: “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.”
The two companies first announced the deal in March, when EveryMatrix said the rollout would replace Cashpoint’s in-house system ahead of the new football season. It is EveryMatrix’s second major Danish turnkey deal of 2026, following its agreement with Danske Spil.
The Danish gambling market is increasingly shifting to casino. Figures from the Danish Gambling Authority show total GGR slipped 1% to DKK11.5bn in 2025, with sports betting down 11.5% to DKK2.1bn, while online casino rose 12.1% to DKK4.3bn.
That made online casino the country’s largest gambling segment for the first time since the market was partially liberalised in 2012. Online channels now account for 73% of GGR.
H2 Gambling Capital forecasts that total online GGR in the market will hit DKK12.5bn in 2031.
The post Merkur migrates Danish betting arm onto single platform first appeared on EGR Intel.
The newly rebranded Merkur Bets has gone live on EveryMatrix technology across 230-plus Danish shops and online, marking the first of several migrations that will also cover the group’s Austrian, German and Belgian brands
The post Merkur migrates Danish betting arm onto single platform first appeared on EGR Intel.