Cashpoint Denmark Becomes Merkur Bets and Moves to EveryMatrix

Merkur Group has announced that Cashpoint Denmark, its sports betting business in Denmark, has been renamed Merkur Bets. The change follows a similar transformation the group carried out in Germany and Austria and takes effect on 22 September 2026.

The company has been operating since 2012 and holds over 50% of the physical sports betting market in the country. Around 200 betting shops will also be updated with the new identity.

Along with the rebranding, the company has moved from its own software to the EveryMatrix platform. The new system brings together physical sports betting, online sports betting and, for the first time, online casino products in a single structure.

Henrik Greve Jensen, COO of Merkur Bets Denmark, said that standing still was not an option and that a comprehensive technical overhaul would make the company's position more future-ready. Denmark is the first market to complete the platform transition. Merkur Group also plans to bring EveryMatrix technology to its operations in Belgium, Germany and Austria.

Mathias Dahms, General Manager of Sports Betting at Merkur Group, said that the group's international sports betting products are being consolidated under a single brand and that the digital transition in Denmark is an important step toward a shared product and technology infrastructure. Dahms added that this structure will allow improvements to be delivered faster across all markets.