Merkur Bets rolls out EveryMatrix omnichannel platform in Denmark

Launch covers 1,000+ sports betting terminals in 230+ shops, plus online sportsbook and casino, ahead of further European migrations.

Merkur Bets has gone live with EveryMatrix omnichannel platform technology in Denmark, marking the first of several planned European brand launches on the supplier’s turnkey stack.

EveryMatrix said its platform now powers Merkur Bets’ Danish retail and online operations, including more than 1,000 sports betting terminals across 230+ shops, as well as the operator’s online sportsbook and online casino. The rollout follows a “complex migration and integrations,” according to the companies.

Merkur Bets was rebranded from Cashpoint last month. EveryMatrix and Merkur Group said the Denmark deployment is the first step in a multi-territory programme that will see Merkur brands in Austria, Germany and Belgium migrate to the same platform.

Jonas Groes, Co-CEO, EveryMatrix, said: “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.

“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, Sports betting, Merkur Group, said: “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.

“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.”