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Merkur Bets Launches on EveryMatrix Platform in Denmark, Signaling European Expansion Plans

By jili tutorial · October 8, 2026

Merkur Bets Launches on EveryMatrix Platform in Denmark, Signaling European Expansion Plans

The Danish launch of Merkur Bets on EveryMatrix’s omnichannel platform marks a pivotal moment for both companies, setting the stage for a broader European rollout. This strategic migration aligns with a growing industry trend: operators consolidating their operations onto third-party platforms to streamline costs, enhance efficiency, and ensure uniformity across markets.

Here’s a comprehensive breakdown of this significant development and what it means for the iGaming industry.

Why This Migration Matters

Streamlining Operations Across Markets

European iGaming operators are increasingly adopting third-party turnkey solutions to consolidate their technological infrastructure. By migrating to a unified platform like EveryMatrix, Merkur Bets can achieve operational synergies, reduce redundancy, and maintain consistency across its retail and online channels.

A Multi-Territory Rollout Strategy

Denmark is just the beginning. Merkur Bets plans to migrate its operations in Austria, Germany, and Belgium to the EveryMatrix platform in the coming years. This phased approach allows the company to refine its processes and ensure a smooth transition in each market.

The Danish Launch: A Milestone Achievement

Simultaneous Retail and Online Integration

On 7 October 2026, Merkur Bets successfully went live on EveryMatrix’s platform in Denmark, covering both its retail and online operations. This integrated approach supports:

Replacing Legacy Systems

The migration replaces Merkur Bets’ outdated in-house platform, which required extensive systems integration. EveryMatrix describes this as a complex deployment, highlighting the platform’s scalability and flexibility in handling large-scale migrations.

Merkur Bets: A Danish Market Leader

Merkur Bets, formerly known as Cashpoint, is recognized as Denmark’s leading retail and online sports operator. The rebranding to Merkur Bets was part of the platform migration, originally timed to coincide with the new football season.

Next Steps: Austria, Germany, and Belgium

Belgium: A Key Market

EveryMatrix and Merkur Group-owned Betcenter announced a partnership in July 2026, covering 50+ Belgian retail shops and 600+ self-service betting terminals. This collaboration underscores EveryMatrix’s growing presence in Europe’s iGaming landscape.

Cross-Border Consistency

By unifying its European operations on a single platform, Merkur Bets aims to deliver a consistent product experience across all markets. This strategic move positions the operator group to capitalize on economies of scale and operational efficiencies.

EveryMatrix: Strengthening Its Nordic Presence

EveryMatrix’s platform now powers:

This dual deployment solidifies EveryMatrix’s position as a dominant technology provider in Denmark’s regulated iGaming market.

Industry Perspectives

Jonas Groes, Co-CEO of EveryMatrix

“Bringing Merkur Bets’ retail estate, online sportsbook, and casino together on our platform is a testament to our technology’s scalability and flexibility. This successful launch sets the stage for further migrations across Europe, enabling operational synergies and consistent product delivery.”

Mathias Dahms, Managing Director of Sports Betting at Merkur Group

“The Danish launch is a critical step in our strategy to unify our European operations. EveryMatrix’s technology provides the foundation we need to deliver a seamless experience across markets.”

About EveryMatrix

EveryMatrix is a leading B2B iGaming technology provider, offering casino, sportsbook, platform, payments, and affiliate management solutions to operators and lotteries worldwide. Founded in 2008, the company employs 1,500+ staff across 16 offices in 16 countries. EveryMatrix holds certifications from major industry associations, including the World Lottery Association (WLA), ensuring compliance with safer gambling standards.

About Merkur Group

Merkur Group is a family-owned gaming conglomerate with nearly 70 years of history. Headquartered in Germany, the group operates gaming venues, sports betting, and online gaming businesses across Europe. In 2025, Merkur Group generated €2.1 billion in revenue, with 44% coming from international markets. The company employs 15,000+ staff globally.

This Danish launch not only strengthens the partnership between Merkur Bets and EveryMatrix but also signals a broader shift toward platform consolidation in the iGaming industry.

CATEGORY: News