Omnichannel rollout and platform migration
Following a comprehensive migration and integration period, EveryMatrix turnkey technology is now live across Denmark’s leading retail and online sports operator. The sophisticated deployment bridges physical and digital channels by running more than 1,000 sports betting terminals distributed across over 230 retail shops, alongside a fully integrated online sportsbook and online casino platform. Merkur Bets, which underwent its rebrand from Cashpoint, represents a major cornerstone of the Merkur Group’s European operations.
This Denmark launch represents the first step in a broader multi-territory strategy. Additional market-leading Merkur brands located in Austria, Germany, and Belgium are scheduled to migrate to the EveryMatrix turnkey platform, allowing the operator group to leverage single-platform operational synergies across all jurisdictions.
Executive commentary
Detailing the milestone achievement, Jonas Groes, Co-CEO at EveryMatrix, stated:
“This is a significant milestone for EveryMatrix and our partnership with Merkur Group. 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:
“Importantly, this is only the beginning. With further Merkur brands and markets set to migrate to EveryMatrix, we are building a technology foundation that can deliver consistency, scalability and operational synergies across the group’s European footprint. We’re proud of the trust Merkur has placed in us and excited to build on this momentum with the launches ahead.”
Mathias Dahms, Managing Director of Sports Betting at Merkur Group, commented:
“Going live with EveryMatrix in Denmark is an important step in our strategy to create a consistent product and technology foundation across our European markets.”
Dahms added:
“This successful launch gives us confidence as we move towards further brand migrations across Europe. We look forward to building on what we have achieved together with EveryMatrix and delivering an increasingly connected experience for our customers. Together with EveryMatrix, Merkur is now ready for future growth and expansion.”
