EveryMatrix lands Cashpoint omnichannel deal in Denmark
Table of contents
- EveryMatrix will power Cashpoint’s retail and online operations across its Danish betting shop network.
- The brand will rebrand to Merkur Bets once the platform migration completes later in 2026.
- The agreement marks EveryMatrix’s second major Danish turnkey deal in two months after Danske Spil.
Cashpoint, Denmark’s leading retail and online sports operator, has selected EveryMatrix to deliver a full omnichannel turnkey platform covering both its retail network and a new online casino product.
The deal will see EveryMatrix technology power Cashpoint’s nationwide network, which, according to the company, includes more than 1,000 sports betting terminals across 230+ shops. The operator will migrate from its in-house solution, with the launch planned for the second half of 2026 to align with the start of the new football season.
Retail meets online
The partnership extends well beyond a platform swap. Cashpoint currently operates both retail and online sports betting in Denmark. The EveryMatrix deal will allow the brand to launch an online casino for the first time, adding a major new vertical to its Danish business.
The operator, part of the Merkur Group, has been active in the Danish market since 2012. It began searching for a new technology partner in early 2025, seeking a modern omnichannel solution capable of integrating online casino alongside its existing sportsbook.
Once the platform migration is complete, the Cashpoint brand in Denmark will be retired and replaced by Merkur Bets.
The rebrand follows the same playbook Merkur Group has already executed in Austria and Germany, where the XTiP and Cashpoint brands were consolidated under the Merkur Bets name.
Ebbe Groes, Group Co-CEO and Co-Founder at EveryMatrix, said:
“The Cashpoint and Merkur brands are some of the most instantly recognisable brands not only in Denmark, but across Europe. To partner with the team to deliver a project of this magnitude is both a privilege and yet another sign that more and more tier-1 operators and lotteries are turning to and placing their trust in EveryMatrix technology.”
Denmark momentum builds
The Cashpoint agreement is the second significant Denmark-based turnkey deal EveryMatrix has secured in two months, following state-owned lottery operator Danske Spil selecting the supplier to power its casino and bingo platforms.
Together, the two deals give EveryMatrix a commanding platform presence in one of Europe’s most tightly regulated markets. Denmark’s gambling authority, Spillemyndigheden, introduced a new B2B licensing framework that places certification and compliance obligations directly on technology suppliers.
EveryMatrix secured its Danish B2B provider licence ahead of the regulatory shift, positioning it as a compliant partner for operators seeking modern platform technology.
Mathias Dahms, Managing Director Sportsbetting at Merkur Group, said:
“This year, Merkur Bets will take another big step forward and take its already successful business in Denmark to a new level by switching to EveryMatrix technology and rebranding to Merkur Bets. In EveryMatrix, we have found the ideal partner to provide us with a powerful technological foundation for our continued growth.”
What comes next
The Merkur Group is one of Europe’s largest gaming conglomerates. The family-run business generated annual revenue of approximately €2.8 billion in 2024 with nearly 15,000 employees worldwide, according to the company. Around 60% of sales now come from international markets.
Its sports betting division operates under several regional brands, including Merkur Bets in Germany and Austria, Cashpoint in Denmark, and Betcenter in Belgium. Cashpoint is one of the biggest betting and gaming brands across Western Europe, with leading positions in all four countries.
For EveryMatrix, the successive Danish wins reinforce a broader trend. The supplier has increasingly positioned its turnkey offering as the platform of choice for tier-1 operators and national lotteries looking to modernise legacy systems. The Cashpoint deal adds a significant omnichannel dimension, combining high-volume retail infrastructure with digital expansion in a single deployment.
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