Merkur Bets goes live on EveryMatrix omnichannel platform in Denmark

Merkur Bets has gone live on EveryMatrix omnichannel platform technology in Denmark, the first of several planned multi-territory launches between the two groups. The deployment, completed after a period of complex migration and integrations, now powers more than 1,000 sports betting terminals across 230+ shops while simultaneously running Merkur Bets’ online sportsbook and online casino.

EveryMatrix omnichannel platform live in Denmark

The rollout in Denmark brings Merkur Bets’ retail estate and digital products onto a single EveryMatrix technology stack. Merkur Bets, rebranded from Cashpoint last month, is one of Europe’s largest betting and gaming brands and the Danish launch is described by both companies as the opening instalment of a broader, multinational migration.

EveryMatrix’s solution now handles the operator’s terminal estate and customer-facing digital channels in Denmark. The integration covers bet acceptance at more than 1,000 terminals within 230+ shops and the live sportsbook and casino product delivered to online customers. The project required migration of legacy systems, integration with shop hardware and terminal middleware, and alignment of online wallet and player account logic to a central platform.

Merkur migrations to EveryMatrix omnichannel platform across Europe

This Denmark activation is the first in a series of market moves that will see Merkur brands in Austria, Germany and Belgium migrate to EveryMatrix’s turnkey platform technology. The Merkur Group has chosen a single-platform strategy to drive consistency and operational synergies across its European footprint.

Jonas Groes, Co-CEO, EveryMatrix, said:

"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."

Groes added that the Denmark launch is the beginning of a wider programme of migrations that will build a technology foundation for consistency and scalability across the Merkur Group.

Commercial and operational rationale for a single platform

Merkur Group’s stated aim is to create a consistent product and technology foundation across European markets. Mathias Dahms, Managing Director, Sports betting, Merkur Group, said the successful go‑live in Denmark strengthens confidence for subsequent brand migrations across Europe.

Centralising onto EveryMatrix’s turnkey platform is expected to deliver:

• unified player accounts and wallet logic across retail and online channels

• standardised sportsbook and casino product delivery

• consolidated operational tooling for reporting, risk and customer service

The source material does not disclose commercial terms, valuations or implementation timelines beyond the Denmark live date and the markets earmarked for subsequent migrations.

Technical scope and integration points

The migration required linking EveryMatrix core platform services to Merkur’s retail terminal network and to its online sportsbook and casino. Key integration points described by the parties include terminal acceptance, real-time bets settlement, player session continuity between shop terminals and online accounts, and a single account view for customers.

Vendors and platform teams typically need to address data synchronisation, reconciliation between retail EPOS and online wallets, and local compliance requirements. Merkur Group operates internationally from headquarters in Espelkamp and Lübbecke (East Westphalia); its history and scale — nearly 70 years in the sector and €2.1 billion revenue in 2025 with more than 15,000 employees — explain the complexity of a multi-market rollout.

Market context and next steps for Merkur and EveryMatrix

The Merkur Group now plans to migrate market-leading brands in Austria, Germany and Belgium to the EveryMatrix turnkey platform. The companies say the move will create operational synergies across those markets by running on the same technology foundation.

Mathias Dahms said the Denmark go‑live is an important step in Merkur’s strategy and positions the group for future growth and expansion.

For EveryMatrix the project provides a reference-scale omnichannel deployment covering retail hardware and digital channels in a regulated European jurisdiction. Operators and vendors watching the rollout will look for how account portability, loyalty, and responsible gambling controls are managed across retail and online touchpoints.

What platform and integration teams should watch next

Teams preparing similar migrations should expect extensive pre-launch work on reconciliation, player identity matching and terminal middleware. Platform vendors that can deliver both sportsbook and casino products alongside retail integrations will be advantaged when operators choose a single provider for omnichannel consolidation.

Merger and migration schedules for Austria, Germany and Belgium were not specified. The Denmark activation stands as the public proof point ahead of those migrations.

Background: the Merkur Group

The Merkur Group is a family-run international group with headquarters in Espelkamp and Lübbecke (East Westphalia). For almost 70 years it has developed gaming devices, system solutions and money management systems, and it operates Merkur Casino venues and casinos on cruise ships. In 2025 the Group reported annual revenue of around €2.1 billion and employed over 15,000 people worldwide; approximately 44% of sales were generated on international markets.

For operators and suppliers assessing omnichannel projects, the Merkur–EveryMatrix deployment is a live case study of large-scale retail and digital consolidation under a single platform. The next public milestones will be the announced migrations in Austria, Germany and Belgium and any further operational detail both companies choose to publish.