Omnichannel launch is the first of several multi-territory launches between Merkur and EveryMatrix
Merkur Bets has gone live on EveryMatrix’s omnichannel platform technology in Denmark, the first of several launches for Merkur’s brands across Europe.
Following an agreement in March, EveryMatrix’s turnkey technology is now powering Merkur Bets’ retail operations and online sportsbook and casino platform in Denmark, after rebranding from Cashpoint last month.
The partnership will also see Merkur brands in Austria, Germany and Belgium migrate to the EveryMatrix platform.
“This is a significant milestone for EveryMatrix and our partnership with Merkur Group,” said EveryMatrix co-CEO Jonas Groes. “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.
“Importantly, this is only the beginning. 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.”
Mathias Dahms, managing director of sports betting for Merkur Group, added: “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. We look forward to building on what we have achieved together with EveryMatrix and delivering an increasingly connected experience for our customers. Together with EveryMatrix, Merkur is now ready for future growth and expansion.”