Merkur Bets moves Danish operations to EveryMatrix omnichannel platform, with Germany and Belgium next

Merkur Bets has completed its Danish migration to EveryMatrix’s omnichannel platform, turning retail and online betting into one stack instead of two. For high-risk operators, the point is obvious: once the plumbing is unified, rolling the same setup into more jurisdictions gets a lot easier.

1. Merkur Bets, the betting division of Merkur Group, has gone live in Denmark on EveryMatrix’s omnichannel platform. The deployment combines Merkur’s retail and online betting operations on a single technology infrastructure, covering more than 1,000 sports-betting terminals across over 230 physical shops, while also supporting its online sportsbook and casino services.
2. The Danish rollout is the first phase of a broader European expansion plan. Merkur and EveryMatrix said the platform integration will extend to Austria, Germany and Belgium, with Jonas Groes, co-CEO of EveryMatrix, calling the Danish launch “only the beginning” and saying further migrations are expected in the near future.
3. Merkur Bets rebranded from Cashpoint last month, so the migration also lands in the middle of a wider brand reset. EveryMatrix described the project as a “complex omnichannel deployment” and said the live Danish rollout demonstrated the platform’s “scale and flexibility”.
4. Mathias Dahms, managing director for sports betting at Merkur Group, framed the move as part of a group-wide effort to align product and technology across Europe. He said the goal is to create a “consistent product and technology foundation” across Merkur’s European markets and prepare the group for future growth and expansion.
5. The timing matters because Denmark is still trying to revive its land-based side. In the regulator’s 2025 annual report Spilmarkedet i tal 2025, land-based casinos posted a 5.6% decline, with GGR of DKK378 million ($58.26 million), equal to 3% of the total gambling market. In August, the Danish Gambling Authority (Spillemyndigheden) reopened the licensing window for land-based casinos and invited applications.

EveryMatrix said the wider Merkur rollout follows the March announcement of the omnichannel deal. The company has also been expanding elsewhere, including Alberta in Canada and Sweden through an ATG Casinos partnership.