Merkur Bets moves Danish gambling business onto EveryMatrix
Merkur Bets has moved its entire Danish betting and online casino operation onto EveryMatrix technology in the first stage of a wider platform migration across Europe.
EveryMatrix is now powering more than 1,000 Merkur Bets sports betting terminals across more than 230 Danish betting shops, as well as the operator’s online sportsbook and casino.
The migration follows the recent rebranding of Cashpoint as Merkur Bets and brings the gambling operator’s retail and internet businesses onto a single omnichannel platform.
Denmark is the first market in a much larger technology overhaul, with their brands in Austria, Germany and Belgium scheduled to move onto the EveryMatrix turnkey platform.
EveryMatrix co-CEO Jonas Groes said moving the retail and online operations simultaneously demonstrated the scale 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,” he said.
“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.”
Merkur Group managing director of sports betting Mathias Dahms said the Danish launch was intended to create the foundation for the remaining European migrations.
“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 said.
“This successful launch gives us confidence as we move towards further brand migrations across Europe.”
The agreement is notable because it goes well beyond a conventional casino-content integration.
