Merkur Bets completes Danish migration to EveryMatrix platform, with Austria, Belgium and Germany to follow

Merkur Bets has completed the first stage of a wider technology overhaul by migrating its Danish operations to EveryMatrix's omnichannel platform. The sports betting business, which runs both retail and online products, plans to bring its operations in Austria, Belgium and Germany onto the same technology next.

The Danish go-live joins the retail estate, online sportsbook and casino on EveryMatrix technology. According to EveryMatrix, the deployment covers more than 1,000 betting terminals and 230 shops. Jonas Groes, the company's Co-Chief Executive Officer, described the launch as a significant milestone for EveryMatrix and its partnership with Merkur Group. He said the scale of the rollout shows the flexibility of the platform and called it a complex omnichannel deployment.

The migration follows a recent rebranding in Denmark. Until last month the business traded there as Cashpoint, and it now operates as Merkur Bets, in line with the group's other international operations. The change fits the group's stated aim of putting all of its activity onto a single technology platform.

Mathias Dahms, Managing Director of Sports Betting at Merkur Group, said the Danish launch is an important step in building a consistent product and technology foundation across the group's European markets. He added that it gives the company confidence as it moves toward further brand migrations across the continent.

EveryMatrix and Merkur Group agreed their deal earlier this year. It covers two brands: Betcenter in Belgium and Cashpoint, now Merkur Bets, in Denmark. The agreement reflects the two types of partnership EveryMatrix is pursuing: deals with tier one operators in major markets, and large-scale turnkey partnerships.

Groes said the Danish launch is only the beginning, noting that further Merkur brands and markets are due to migrate. He said the aim is a technology foundation that delivers consistency, scalability and operational synergies across the group's European footprint, and that EveryMatrix is looking forward to the launches ahead.