Merkur Bets Launches International Technology Transformation with EveryMatrix

Merkur Group is accelerating its pan-European technological transformation. A central element of this strategy is the partnership with software specialist EveryMatrix. This process has now been successfully completed in Denmark. The Merkur Bets brand, which until recently operated under the name Cashpoint in the Danish market, is now using EveryMatrix's omnichannel platform. This applies not only to the digital business but also to the extensive land-based presence. The transition marks the beginning of a large-scale migration that will next target the markets in Germany, Austria, and Belgium.

Switching to an external platform technology is a remarkable step for a heavyweight like the Merkur Group. Previously, the company relied on in-house solutions in many areas. The decision to partner with EveryMatrix is a response to the increasing demands for flexibility and scalability in the modern gambling market. The goal is clearly defined: to create a consistent product base across all regulated European markets. This allows for faster implementation of innovations and more efficient operational processes.

Numbers and facts

The scale of this project in Denmark is impressive. A total of more than 1,000 betting terminals in over 230 betting shops were successfully migrated. EveryMatrix provides a so-called turnkey solution, covering the entire spectrum from the sports betting frontend to backend management. The Merkur Group, which generated an annual revenue of around €2.8 billion in 2024 with nearly 15,000 employees worldwide, is thus sending a clear signal for its international growth ambitions. Around 60 percent of sales are now generated abroad, underlining the importance of technological harmonization.

Jonas Groes, Co-Chief Executive Officer of EveryMatrix, emphasized the complexity of the project:

“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.”

Background

The search for a new technology partner began in early 2025. Merkur Group wanted to move away from isolated individual solutions toward a modern platform that can also seamlessly integrate online casinos. An important part of the process was the rebranding. In Denmark, the Cashpoint name was retired in September 2026 and replaced by the international Merkur Bets brand. This step serves to unify the brand presence in Europe. The cooperation with EveryMatrix also includes the Belgian brand Betcenter. EveryMatrix itself is an established player that works for state lotteries such as Danske Spil or Veikkaus and employs over 1,500 people in 16 countries.

Mathias Dahms, Managing Director of Sports Betting at Merkur Group, explained the strategic value:

“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.”

Why it matters for German players

This news is highly relevant for customers in Germany, as Germany was named as one of the next target markets for the platform migration. When Merkur Bets switches to EveryMatrix technology in this country, players can expect a more modern user interface and more stable systems. However, it is important to note that the strict rules of the State Treaty on Gambling 2021 (GlüStV 2021) will not change. Even on the new platform, the monthly deposit limit of 1,000 euros and the stake limit of one euro per spin for virtual slot games must be strictly observed. The connection to the central locking system OASIS and the LUGAS monitoring system remains mandatory.

German players benefit from the fact that Merkur Group consistently focuses on regulation. Merkur Bets is a provider listed on the whitelist of the Joint Gambling Authority of the States (GGL). The technological renewal through EveryMatrix, the first iGaming supplier to receive WLA certification for safer gambling, underscores the focus on player protection and compliance. For users, this means security and fairness in a state-controlled environment.

What it means for GGL-licensed casinos

The modernization at Merkur Bets increases the competitive pressure on other providers with a German license. When a traditional company like Merkur radically renews its technological base, competitors must follow suit to remain competitive in terms of user experience and loading times. There is a trend that even large operators are increasingly relying on specialized B2B partners like EveryMatrix instead of developing everything internally. In the long term, this leads to a higher technological standard in the entire legal German market, which in turn increases the attractiveness of licensed offers compared to the black market from Curacao or Malta.