EveryMatrix wins Cashpoint omnichannel platform deal in Denmark

EveryMatrix has secured a significant technology partnership with Cashpoint in Denmark, a development that will see the gaming technology provider deliver a full turnkey omnichannel platform to support the operator’s retail and online betting operations. The agreement represents a major strategic shift for Cashpoint, which is part of the Merkur Group, as it prepares to modernize its technological infrastructure and expand its digital offerings in the Danish gaming market.

Under the terms of the agreement, EveryMatrix will provide a comprehensive platform solution designed to integrate retail and online betting channels. The rollout will include support for more than 1,000 sports betting terminals located across more than 230 retail betting shops throughout Denmark. In addition to powering retail operations, the technology will also enable Cashpoint to operate a fully integrated online sportsbook platform and launch a new online casino product for the Danish market.

The partnership reflects broader trends in the European gaming sector where operators are increasingly adopting advanced omnichannel solutions to unify customer experiences across physical and digital environments.

EveryMatrix strengthens presence in the Danish market

The Cashpoint agreement marks another notable milestone for EveryMatrix in Denmark. In recent months the company has secured multiple partnerships with leading operators in the country, demonstrating growing demand for integrated technology solutions in the regulated gaming market.

Denmark has long been considered one of the more mature and regulated gaming jurisdictions in Europe. Operators in the country are required to meet strict compliance standards while also maintaining competitive digital offerings. For technology suppliers, the market presents both opportunities and regulatory challenges.

EveryMatrix’s turnkey platform approach allows operators to access a wide range of services through a single integrated system. These services typically include sportsbook management, casino aggregation, payment solutions, player account management and compliance tools designed to support regulatory requirements.

By entering into a comprehensive technology agreement with Cashpoint, EveryMatrix continues to expand its footprint among major European operators seeking scalable and compliant solutions.

Transition from Cashpoint to Merkur Bets

As part of the broader transformation associated with the platform migration, Cashpoint’s brand presence in Denmark will undergo a strategic rebranding. Once the transition to the EveryMatrix technology platform is complete, the operator plans to relaunch under the name Merkur Bets.

The rebranding reflects the Merkur Group’s long-term strategy to unify its gaming operations under the Merkur brand identity across multiple markets. Merkur is already widely recognized in several European jurisdictions through its network of land based gaming venues and digital gaming platforms.

Cashpoint itself has built a strong presence across Western Europe with operations in Germany, Austria, Belgium and Denmark. The brand is particularly well known for its retail betting shops, which form a central part of its omnichannel strategy.

Following the rebrand to Merkur Bets, the operator intends to maintain its established retail network while simultaneously strengthening its digital services.

Retail network to remain a key pillar

Despite the rapid expansion of online gaming platforms across Europe, retail betting remains an important channel in several regulated markets including Denmark. Cashpoint’s existing retail infrastructure provides the company with a strong physical presence that complements its digital offerings.

The partnership with EveryMatrix will ensure that more than 1,000 sports betting terminals across the operator’s Danish network are powered by the new platform. These terminals are located within over 230 betting shops nationwide and represent a significant share of the company’s customer interaction points.

By integrating retail and online systems within a single platform environment, operators can offer customers a consistent experience regardless of where they place their bets. This includes unified player accounts, synchronized promotions and streamlined payment options.

For many operators, omnichannel integration is increasingly viewed as an essential component of long term growth strategies.

Introduction of online casino offering

Another important element of the agreement involves the introduction of an online casino offering for the Danish market. While Cashpoint has traditionally focused on sports betting services, the EveryMatrix platform will enable the operator to expand into digital casino gaming.

The planned launch of the online casino is expected to take place in the second half of 2026. This timeline allows for platform integration, regulatory compliance procedures and the rollout of new gaming content.

Online casino products typically include a wide range of games such as slots, table games and live dealer experiences. Through its aggregation technology, EveryMatrix provides operators with access to content from numerous game studios, allowing them to offer extensive game libraries to players.

The addition of casino products may provide Cashpoint with new revenue streams while also strengthening its competitive position within the Danish gaming market.

Strategic technology migration

Cashpoint began its search for a new technology partner in early 2025 as part of a broader review of its operational infrastructure. The company previously relied on an internally developed platform to support its betting services.

As the gaming industry becomes increasingly digital and technologically complex, many operators are transitioning from in-house systems to specialized external platforms capable of supporting large scale omnichannel operations.

EveryMatrix’s turnkey solution was selected following this review process, with the platform expected to support both current operations and future expansion.

The migration from the legacy system to the new platform is scheduled to be completed in time for the start of the next football season, a period that traditionally generates significant betting activity across European markets.

Industry reaction and leadership comments

Company executives from both organizations have described the partnership as a strategic milestone.

Ebbe Groes, group co-CEO and co-founder of EveryMatrix, commented on the agreement and highlighted the significance of the collaboration.

“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.”

Mathias Dahms, managing director sportsbetting at Merkur Group, also emphasized the importance of the partnership for the company’s growth plans.

“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.”

Growing competition in the European gaming technology sector

The agreement also reflects increasing competition among technology providers in the European gaming sector. Operators are seeking flexible systems capable of supporting retail and online services while also meeting evolving regulatory requirements.

Turnkey platforms have become particularly attractive because they allow operators to launch or expand services without developing complex systems internally.

For technology suppliers, partnerships with established operators provide valuable opportunities to demonstrate platform capabilities at scale. Success in regulated markets such as Denmark may also open doors to additional agreements in other European jurisdictions.

Conclusion

The partnership between EveryMatrix and Cashpoint represents a significant step in the modernization of betting services in Denmark. Through the implementation of a comprehensive omnichannel platform, Cashpoint aims to strengthen its retail operations while expanding its digital presence.

The transition to Merkur Bets signals a broader strategic shift within the Merkur Group as it continues to align its gaming operations under a unified brand. With the addition of a new online sportsbook platform and the introduction of online casino products planned for 2026, the operator is positioning itself for long term growth within a competitive regulated market.

For EveryMatrix, the agreement further reinforces its role as a key technology partner for major gaming operators across Europe. As the industry continues to evolve toward integrated digital ecosystems, collaborations of this scale are likely to become increasingly common.

The coming months will determine how successfully the platform migration and rebranding process unfolds. If implemented as planned, the project may serve as an important example of how traditional retail betting businesses can evolve through modern omnichannel technology while maintaining strong market presence.

FAQs

What is the partnership between EveryMatrix and Cashpoint about?
EveryMatrix will provide a turnkey omnichannel platform that supports Cashpoint’s retail betting terminals online sportsbook and future online casino in Denmark.

When will the new platform launch?
The platform migration is expected to be completed in time for the upcoming football season while the online casino launch is planned for the second half of 2026.

What will happen to the Cashpoint brand in Denmark?
After the platform migration is completed the brand will be rebranded as Merkur Bets as part of Merkur Group’s broader brand strategy.

How many retail betting terminals are included in the agreement?
The agreement covers more than 1,000 sports betting terminals located across over 230 betting shops in Denmark.

Who owns Cashpoint?
Cashpoint is part of the Merkur Group which operates gaming and betting businesses across several European markets.

What services will EveryMatrix provide?
EveryMatrix will supply sportsbook technology omnichannel integration platform management tools and access to casino gaming content.

Will Cashpoint launch an online casino?
Yes the operator plans to introduce an online casino offering in Denmark during the second half of 2026.

Why are omnichannel platforms important in betting?
Omnichannel platforms allow operators to integrate retail and online services providing players with consistent experiences across both environments.

Is Denmark a regulated gambling market?
Yes Denmark has a regulated gambling framework with strict compliance rules for operators offering betting and gaming services.

How does this deal affect the European gaming industry?
The partnership highlights the growing demand among established operators for modern technology platforms capable of supporting integrated betting services.