Cashpoint Denmark has officially become Merkur Bets, extending Merkur Group’s international rebranding programme following similar changes in Germany and Austria.
Operating since 2012, Cashpoint Denmark has established a market share of more than 50 per cent in the country’s land-based sports betting sector. The rebranding, effective from 22 September 2026, includes updating approximately 200 betting shops with the Merkur Bets identity.
Alongside the brand transition, the company has migrated from its existing in-house software to a new EveryMatrix platform, bringing together retail sports betting, online sportsbook operations and, for the first time, online casino products.
Henrik Greve Jensen, COO of Merkur Bets Denmark, commented: “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.”
Denmark is the first market to complete the platform migration, with Merkur Group planning to introduce EveryMatrix technology across its operations in Belgium, Germany and Austria.
Mathias Dahms, Managing Director of Sports Betting at Merkur Group, added: “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.”