Merkur Bets has made detailed progress with its pan-European technological transformation after completing its latest integration with EveryMatrix.
The retail and online sports betting firm has completed the migration of its operations onto EveryMatrix’s omnichannel platform technology in Denmark.
Plans are in motion for Merkur Bets’ operations in Austria, Belgium and Germany to follow.
The Merkur Group-owned brand is projecting that its platform migration onto EveryMatrix’s turnkey technology will enable it to benefit from using a single platform across all markets.
“This is a significant milestone for EveryMatrix and our partnership with Merkur Group,” said Jonas Groes, Co-Chief Executive Officer of EveryMatrix.
“Bringing its retail estate, online sportsbook and casino together on our technology in Denmark is a complex omnichannel deployment and successfully going live across more than 1,000 betting terminals and 230 shops demonstrates the scale and flexibility of our platform.”
The successful migration comes shortly after Merkur Group initiated a rebrand for its Danish asset.
Merkur Bets was, until last month, operating as Cashpoint in Denmark.
The rebrand puts the local brand in line with the rest of Merkur Bets international operations, and corresponds closely with the firm’s desire to get all of its activity onto one technology platform.
Mathias Dahms, Managing Director of Sports Betting at Merkur Group, said: “Going live with EveryMatrix in Denmark is an important step in our strategy to create a consistent product and technology foundation across our European markets.
“This successful launch gives us confidence as we move towards further brand migrations across Europe.”
EveryMatrix’s deal with Merkur Group was penned earlier this year, covering two brands – Betcenter in Belgium and Cashpoint (now Merkur Bets) in Denmark.
The deals fall broadly into the two categories of partnership EveryMatrix is targeting – deals with tier one operators in major markets, and large-scale turnkey partnerships.
“Importantly, this is only the beginning,” Groes added.
“With further Merkur brands and markets set to migrate to EveryMatrix, we are building a technology foundation that can deliver consistency, scalability and operational synergies across the group’s European footprint.
“We’re proud of the trust Merkur has placed in us and excited to build on this momentum with the launches ahead.”