Merkur Bets Launches EveryMatrix Platform in Denmark

Key Points

• In a statement on 7 October 2026, Merkur Bets confirmed that its Danish betting shops, sportsbook and casino have all been switched over to EveryMatrix, it’s a pretty big deal.
• The original plan was to get the new platform up and running by March for the new football season, but somehow it didn’t quite make that deadline, the new platform didn’t turn up until 22 September.
• The next in line are Belgium, Austria and Germany, although they’ve yet to commit to a specific go-live date.

Merkur Bets Finally Ditches Old Platform For EveryMatrix In Denmark, This Is Just The Beginning

Over 1,000 Danish betting terminals are now running on a software package put together by someone else. That’s the upshot of a deal confirmed on 7 October 2026 between Merkur and EveryMatrix, and it’s just the start of a bigger push confirmed on 7 October 2026.

Denmark is the first stop on a grand tour, Merkur’s Austrian, German and Belgian brands will all be getting in on the action too, making this launch a very important test case.

What Actually Got Switched On In Denmark?

It was a pretty big undertaking, EveryMatrix’s technology now supports a massive array of terminals in over 230 shops, along with an online sportsbook and new online casino, all of which will be familiar to anyone who used to use the Cashpoint brand.

It’s a major departure from the old in-house system, the Danish business even ditched the Cashpoint name for Merkur Bets in September.

EveryMatrix co-CEO Jonas Groes has been talking up the project as one of these kinds of big, complex deployments, and he hints that there’s a lot more to come. “This is only the start,” he said.

For Merkur, the strategy is more about uniformity than just one market win. “Going live with EveryMatrix in Denmark is a big step for our plan to create a consistent product and tech foundation across our European markets,” said Mathias Dahms, MD for sports betting at Merkur Group.

The 2026 Timeline: Cashpoint > Merkur Bets

So how did this all come to pass? Things kicked off in the spring when EveryMatrix announced that Cashpoint had started looking for a new tech partner back in early 2025 March deal announcement.

That announcement had a pretty clear game plan, the old system would be replaced, the new tech would be live by the start of the new football season and the Merkur Bets name would follow right behind. Oh, and they said an online casino would arrive in the second half of the year.

Fast forward six months and the switch happened with nary a peep, Danish betting site Betting Lounge was the first to report the 22 September rebrand, noting that cashpoint.dk had morphed into merkurbets.dk with a shiny new platform and online casino for the first time report the 22 September rebrand.

It was only later, on 7 October, that both companies made it official, so the rebrand and new platform did indeed arrive together, even if they did miss that football season target.

Belgium, Austria And Germany: What Next?

The next markets in line have been named, but sadly, still no word on when they’re going to be live.

Belgium is the most advanced on paper. In July 2026, EveryMatrix signed an agreement to implement the platform in place of the current in-house product at Betcenter, the local brand of Merkur, operating more than 50 stores and 600 self-service terminals.

The regulations in Belgium make this task trickier than in many other jurisdictions. As EveryMatrix global commercial director Richardt Funch explained to SBC News in July, Belgium demands ID checks via the Belgian e-ID service and linking with the national EPIS self-exclusion database. SBC News in July: “These things we have been implementing have not been easy, but they’re implemented now,” said Funch. However, there is no launch date so far.

Austria presents a separate challenge. Vienna has filed a draft of gambling reform at the European Commission, which would include multi-concessions for online gambling draft of gambling reform “This access remains under consideration. Currently, the EU standstill period lasts until 5 November 2026.”

In Germany, Merkur’s local market, there is no public migration date.

Why Merkur Chose To Go With One Platform?

This is definitely not a small operator who decided to go the easiest way. Its latest company profile reports revenue of about €2.1 billion for 2025, more than 15,000 employees and about 44% of sales from abroad.

An operator of this size could afford to continue developing its in-house software. In the same SBC interview, Funch mentioned the dilemma big operators face nowadays: either develop internal capacity for dealing with new technical and regulatory requirements or spend resources on marketing.

Merkur has chosen the latter solution for its betting brands. According to EveryMatrix, this decision will help to achieve consistency, scalability, and operational benefits for the group, though this result can be seen after more markets go live.

What Gambling Data From Denmark Tells?

The Danish launch takes place amid changes of the local market. The report “Spilmarkedet i tal 2025” from the regulator states that land-based casino gross gaming revenue, BSI in Denmark, was down by 5.6% to DKK378 million in 2025, accounting for just 3% of the market Spilmarkedet i tal 2025.

Betting shops belong to a separate segment, but it is clear what is going on. Still, on 3 August 2026, the Danish Gambling Authority started accepting applications for land-based casino licences with the deadline of 3 November.

Expert Opinion: Good Start, But Still Some Questions To Answer

In our opinion, Merkur chose the correct strategy, and Belgium confirms this assumption. As soon as it becomes mandatory to check e-ID and create national exclusion links, there should be one supplier capable of handling such tasks.

At the same time, we cannot speak positively about the date of the launch. According to the March press release, the new football season was to become the deadline for the platform, while it appeared on 22 September when all leading European leagues were already playing for a while. “Complex” is a proper word in such cases, but, in our opinion, customers and partners should have received more detailed information regarding the reasons for moving the deadlines.

The main question concerns concentration. EveryMatrix launched the online casino of Danske Spil in September, so, within a couple of weeks, two big Danish brands started to use one platform. We do not mean any existing problems here. However, in case of failure of a common platform, two famous Danish brands would suffer from this situation.

The internal figures of the group should also be re-evaluated. According to the March release, Merkur will generate income of about €2.8 billion in 2024, including 60% of foreign contribution. In October, the profile announced the income of about €2.1 billion in 2025 with 44% foreign contribution. Neither release provides information concerning the reasons for such a difference. Maybe this difference results from changed methods of reporting on revenue. We would like to know from Merkur which of the two readings is correct, as the expansion will be assessed partially by means of these figures.

Germany will give the final answer. The decision to launch the home market on the new platform will confirm this opinion, while the continuation of the delays will show the opposite.