Merkur Bets puts EveryMatrix omnichannel technology into production in Denmark

Merkur Bets has put EveryMatrix's omnichannel platform into production in Denmark in a deployment that combines its retail operation and online offering and was announced on 7 October 2026. The implementation already controls more than 1,000 sports betting terminals across more than 230 venues and concurrently powers its online sportsbook and online casino. This go-live in Denmark is the first in a series of multi-territory rollouts that will move Merkur Group brands to Austria, Germany and Belgium on the same technology.

EveryMatrix omnichannel in Denmark: scope and architecture

The Denmark launch followed a migration and integration process EveryMatrix described as complex. The company supplies a turnkey solution that integrates physical points of sale — the more than 1,000 terminals — with the operator’s digital betting and casino experience. The result is a single technology stack that supports retail and online operations concurrently.

The go-live involved several layers: consolidating the product catalogue across channels, synchronising player accounts and balances, and implementing integrations with terminal hardware and till systems. According to EveryMatrix, the platform now manages the retail network activity while delivering the sportsbook and casino experience on the web.

Merkur Bets and the brand transition after rebranding

Merkur Bets is the name the group relaunched from Cashpoint in the month prior to the deployment. The identity transition is part of a larger Merkur Group strategy to standardise the offering under leading market brands across Europe. EveryMatrix described Merkur Bets as "one of the largest betting and gaming brands in Europe."

The technology migration to EveryMatrix is part of that strategy: using a single platform across multiple brands and markets allows the group to exploit operational synergies and deliver a consistent customer experience.

Next migrations: Austria, Germany and Belgium

EveryMatrix and Merkur Group have confirmed Denmark is the first of several planned migrations. The next jurisdictions named in the announcement are Austria, Germany and Belgium. The stated objective is to move Merkur’s leading brands to EveryMatrix’s turnkey platform and gain operational benefits from standardising technology across markets.

"This is a significant milestone for EveryMatrix and our partnership with Merkur Group. Moving their retail network, sportsbook and casino onto our technology in Denmark demonstrates the scale and flexibility of our platform," said Jonas Groes, Co-CEO of EveryMatrix.

The announcement emphasises the intent to build a technology base capable of delivering consistency, scalability and operational synergies for the group across Europe.

Operational and commercial impact for Merkur Group

Mathias Dahms, Managing Director, Sports betting of Merkur Group, described the Denmark launch as an important step to create "a consistent product and technology foundation" across the group’s European markets.

The technological standardisation pursues three practical objectives: reduce the complexity of multi-regulatory operations, accelerate product rollouts across markets and simplify training for teams serving both retail and digital channels. Merkur’s statement also highlighted the aim of offering "an increasingly connected customer experience."

Merkur Group profile and financial context

Merkur Group is a family-owned corporate group headquartered in Espelkamp and Lübbecke (East Westphalia). With almost 70 years of activity, the group develops, manufactures and distributes entertainment gaming devices, games, system solutions and cash management systems. It also operates the Merkur Casino chain, cruise ship casinos and is active in sports betting and online gaming.

In 2025 the group employed more than 15,000 people and generated annual revenues of around €2.1 billion. Today, most of the group’s economic growth comes from abroad: approximately 44% of sales are generated in international markets, although Germany remains an important business pillar.

Implications for suppliers and multi-brand operators in Europe

For platform vendors, integrators and multi-brand operators, the EveryMatrix–Merkur Group agreement is a practical case of omnichannel migration at scale. Using a single solution across several countries reduces duplicated regulatory integrations and allows product and compliance flows to be replicated. Readers interested in operator strategy can see related coverage in our [b2b](/b2b) section.

The technical challenges cited include harmonising player account management between retail and online, standardising the product catalogue, and integrating with point-of-sale systems and terminals already deployed in stores.

What to watch in the next rollouts

The upcoming migrations to Austria, Germany and Belgium will provide concrete indicators of the standardisation strategy’s effectiveness: time to integrate per market, impact on retail operations, and the ability to maintain regulatory compliance in jurisdictions with different requirements. Denmark’s success offers a reference point, but regulatory and product differences in each country will test the platform’s flexibility.

For coverage of sports betting and the online casino product, interested readers can review the evolution of product deployment and regulatory adaptations in sections such as sports and casino.

Operational conclusion

The go-live in Denmark consolidates the technology partnership between EveryMatrix and Merkur Group and starts a series of migrations that could redefine the group’s technical operations in Europe. Combining more than 1,000 terminals, 230+ venues and the online platforms in a single solution will be the benchmark to assess efficiency gains and the complexity of maintaining local compliance across multiple markets.