EveryMatrix expands Betcenter partnership with omnichannel platform in Belgium

EveryMatrix has announced a new long-term partnership with Betcenter in Belgium, further expanding its presence in the European regulated betting market. Under the agreement, the technology provider will deliver its complete sportsbook platform through an omnichannel solution, supporting both retail and online betting operations.

The partnership represents another important commercial milestone for EveryMatrix as it continues to strengthen relationships with major European operators. Betcenter, a well-established Belgian sports betting brand owned by the Merkur Group, will migrate from its existing in-house platform to EveryMatrix's advanced technology ecosystem. The transition is intended to modernise the operator's infrastructure while enhancing the betting experience across all customer channels.

The agreement also extends the growing relationship between EveryMatrix and the Merkur Group following their earlier collaboration involving the Cashpoint brand in Denmark.

EveryMatrix expands partnership with Merkur Group

The latest agreement builds upon an existing relationship between EveryMatrix and the Merkur Group. Earlier in 2026, the companies announced that EveryMatrix would provide sportsbook and casino technology for Merkur's Cashpoint brand in Denmark, supporting both digital operations and an extensive retail betting network.

The addition of Betcenter in Belgium demonstrates the confidence both companies have developed through their previous collaboration. Rather than serving only a single market, the relationship is now expanding into another important regulated European jurisdiction.

For EveryMatrix, the agreement reflects its broader strategy of supporting established operators with scalable technology that can manage both online and land-based betting environments through a unified platform.

Omnichannel technology at the centre of the agreement

As part of the partnership, EveryMatrix will replace Betcenter's existing proprietary sportsbook platform with its complete technology stack.

The migration includes customer accounts, operational systems and sportsbook functionality across both retail and online channels. By integrating these services into a single platform, the operator aims to create a more consistent experience for customers regardless of where they choose to place their bets.

The agreement also includes deployment of EveryMatrix's front-end technology, which is designed to deliver an improved user experience through modern interfaces, faster performance and streamlined navigation.

Omnichannel technology has become increasingly important within regulated gambling markets as operators seek to connect physical betting shops with online platforms while maintaining a consistent customer journey.

Instead of operating multiple disconnected systems, operators can manage customer data, betting activity and promotions through one integrated environment.

Supporting an established Belgian operator

Betcenter has built a significant presence within Belgium's regulated sports betting market over many years.

Alongside its online sportsbook, the company operates a nationwide retail estate consisting of more than 50 betting shops.

Its retail network also includes approximately 600 full Self Service Betting Terminals (SSBTs) together with around 300 SSBT Light units, allowing customers to place wagers through automated terminals across multiple locations.

Managing such an extensive retail operation requires stable technology capable of handling high transaction volumes while supporting continuous availability across physical and digital channels.

The migration to EveryMatrix's platform is intended to support those operational requirements while providing flexibility for future product development.

Strengthening EveryMatrix's European footprint

The partnership further reinforces EveryMatrix's position within regulated European markets.

Over recent years, the company has continued to invest in sportsbook, casino, platform and affiliate technology while expanding its customer portfolio across multiple jurisdictions.

By working with established operators that already hold significant market positions, EveryMatrix continues to demonstrate the scalability of its technology across different regulatory environments.

Belgium remains one of Europe's mature regulated gambling markets where operators must comply with strict licensing and responsible gambling requirements. Technology suppliers working within the jurisdiction are therefore expected to provide secure, compliant and reliable platforms capable of supporting evolving regulatory obligations.

This agreement reflects EveryMatrix's continued focus on regulated markets where long-term partnerships often depend on technology quality, operational reliability and ongoing product development.

Focus on customer experience

One of the objectives of the migration is to improve the overall customer experience offered by Betcenter.

The implementation of EveryMatrix's front-end technology is expected to provide a more modern sportsbook interface while supporting smoother navigation across desktop, mobile and retail channels.

Modern betting customers increasingly expect fast page loading, intuitive navigation and consistent functionality regardless of the device they are using. Operators therefore continue investing in technology upgrades that simplify the betting journey while maintaining security and compliance standards.

The unified platform is also expected to provide operational efficiencies by reducing the complexity associated with maintaining separate retail and online systems.

Leadership comments on the agreement

Commenting on the partnership, Ebbe Groes, Group Co-CEO and Co-Founder of EveryMatrix, highlighted the significance of expanding the relationship with Merkur Group into another regulated market.

He said:

“To be able to extend our partnership with Merkur Group in Belgium so soon after agreeing to work with its Cashpoint brand in Denmark is something you rarely see in our industry.

“There has been and continues to, be an enormous amount of hard work put into both making and delivering these deals on both sides so I'd like to thank the Merkur Group and my own internal EveryMatrix teams for making this a reality.”

Mathias Dahms, Managing Director of the Sports Betting Division at Merkur Group, also expressed confidence in the collaboration.

He said:

“We have learned to regard EveryMatrix as a reliable and competent partner and look forward to taking the next step with them on this challenging project in Belgium.

“Through this partnership, we will consolidate our market-leading position in Belgium and further expand it with new products.”

What the partnership could mean for the Belgian market

The agreement reflects the continued evolution of Europe's regulated betting sector, where operators are increasingly replacing legacy technology with integrated platforms capable of supporting long-term growth.

For Betcenter, the migration offers an opportunity to modernise its sportsbook infrastructure while maintaining its established retail presence and expanding digital capabilities.

For EveryMatrix, the project adds another recognised European betting brand to its customer portfolio while strengthening its commercial relationship with one of the continent's largest gaming groups.

Although the implementation will take place over time, the partnership demonstrates the ongoing demand for technology providers capable of delivering comprehensive omnichannel solutions across highly regulated markets.

Conclusion

The partnership between EveryMatrix and Betcenter represents another notable development in the European betting technology sector. By replacing Betcenter's legacy platform with a fully integrated omnichannel solution, EveryMatrix will support both online and retail operations through a single technology ecosystem.

The agreement also deepens EveryMatrix's relationship with the Merkur Group following their earlier collaboration in Denmark, highlighting the continued expansion of the company's presence across regulated European markets. As operators increasingly invest in unified technology platforms, partnerships such as this illustrate the growing importance of scalable infrastructure, operational efficiency and enhanced customer experiences within the modern betting industry.

FAQs

What is the main purpose of the partnership between EveryMatrix and Betcenter?
The partnership enables EveryMatrix to provide its complete sportsbook technology platform for Betcenter's retail and online betting operations in Belgium.

Who owns Betcenter?
Betcenter is owned by the Merkur Group.

What technology will EveryMatrix provide?
EveryMatrix will deliver its full sportsbook technology stack including customer migration, operational systems and front-end solutions.

What does omnichannel delivery mean?
Omnichannel delivery allows operators to manage retail and online betting services through one integrated technology platform.

Will Betcenter replace its current platform?
Yes. Betcenter will migrate from its existing in-house legacy platform to EveryMatrix's technology.

How many betting shops does Betcenter operate?
Betcenter operates more than 50 retail betting shops across Belgium.

Does the agreement include self-service betting terminals?
Yes. The omnichannel solution will support Betcenter's network of approximately 600 Self Service Betting Terminals and around 300 SSBT Light units.

Is this the first partnership between EveryMatrix and Merkur Group?
No. It follows an earlier agreement involving Merkur Group's Cashpoint brand in Denmark.

Why is this partnership significant for EveryMatrix?
The agreement expands EveryMatrix's customer portfolio and strengthens its position in regulated European betting markets.

What benefits may customers experience?
Customers may benefit from an improved sportsbook interface, enhanced performance and a more consistent betting experience across retail and online channels.