Cashpoint becomes Merkur Bets as casino launches

• Cashpoint Denmark has traded as Merkur Bets since 22 September 2026.
• Merkur claims more than half of Danish land-based sports betting.
• Denmark is the first of several Merkur markets moving to EveryMatrix.

Merkur Group has retired the Cashpoint brand in Denmark, where its sports betting business has traded as Merkur Bets since 22 September 2026. The Danish operation is also the first in the group to finish moving onto EveryMatrix technology.

Denmark falls in line

Denmark is the third market to swap a local name for Merkur Bets. The group renamed Xtip in Germany in 2024 and Cashpoint Sportwetten in Austria in June 2025. Denmark is the first to complete the accompanying platform migration.

Cashpoint Denmark has operated since 2012, according to the company’s announcement. Merkur claims a market share above 50% in Danish land-based sports betting. It says around 200 betting shops are being refitted with the new branding.

Punters will see new terminal interfaces in shops and a rebuilt online product. The business continues to hold its licence from Danish regulator Spillemyndigheden.

Henrik Greve Jensen, COO of Merkur Bets Denmark, said:

“Standing still is not an option for us, and the next chapter calls for something stronger. With a comprehensive technical overhaul and strong international collaboration, we will make our established position even more future-proof.”

Ripping out the old stack

Behind the rebrand, Cashpoint has scrapped its in-house software for EveryMatrix’s turnkey system. Shop betting and the online sportsbook now run on one back end.

The operator began looking for a new supplier in early 2025. It wanted an omnichannel setup that could also carry online casino.

EveryMatrix won the deal in March 2026. It was the supplier’s second major Danish turnkey contract in two months, after Danske Spil chose it for casino and bingo.

The platform went live on 7 October. According to EveryMatrix, it powers more than 1,000 betting terminals across over 230 shops.

Jonas Groes, Co-CEO at EveryMatrix, said at the launch:

“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.”

A casino, finally

The switch also gives the Danish business its first online casino. It sits alongside the retail and online sportsbook.

Casino already leads the Danish market. Online casino generated DKK4.31bn in gross gaming revenue in 2025, according to Spillemyndigheden’s annual review. That figure overtook lottery for the first time since Denmark’s 2012 liberalisation.

Sports betting moved the other way. Its GGR fell 11.5% to DKK2.13bn, and land-based casinos slipped 5.6% to DKK378m.

Three markets in the queue

Merkur plans to move its operations in Belgium, Germany and Austria onto EveryMatrix. Neither company has published an order for the migrations.

The Belgian business currently trades as Betcenter. The original contract covered it alongside Cashpoint.

Mathias Dahms, Managing Director of Sports Betting at Merkur Group, said:

“With Merkur Bets, our international sports betting offerings are being brought closer together under a single brand. The digital platform transition in Denmark is also an important step towards a common product and technology base for our European markets. This will enable us to roll out product improvements more quickly and across all markets in future, thereby continuously enhancing the offering for our customers.”

Betting on bricks

Merkur is investing in betting shops as others question their future. In the UK, Betfred’s Fred Done warned in September that a doubled machine tax could end high street betting by 2030.

Online, the Danish field is filling up. Finnish operator Veikkaus plans to launch Viabet in Denmark on 1 July 2027, with Viaplay supplying selected sports content.

Germany and Austria will test whether the Danish model travels. Each brings its own regulator, product rules and terminal estate. For EveryMatrix, this retail project is a strong card to play with operators still running legacy in-house systems.