EveryMatrix Partners with Merkur Group's Cashpoint for Danish Market Expansion

EveryMatrix, a prominent provider of iGaming software and solutions, has cemented a key partnership in the Danish market, striking a deal with Cashpoint, the Danish sports betting arm of Merkur Group. This strategic collaboration, unveiled recently, is poised to transform Cashpoint's operational infrastructure and expand its digital footprint within Denmark.

Under the terms of the agreement, Cashpoint will integrate EveryMatrix's comprehensive turnkey platform technology. This integration is designed to bolster Cashpoint's omnichannel presence, specifically targeting its extensive retail network. More than 1,000 sports betting terminals, spread across Cashpoint's 230-plus physical locations throughout Denmark, will transition to EveryMatrix's robust technology.

Beyond enhancing its retail operations, a pivotal aspect of this alliance involves Cashpoint's foray into the broader iGaming landscape. The operator is slated to launch a dedicated online sportsbook platform. Concurrently, it will mark its debut in the online casino vertical, with both digital offerings anticipated to go live during the second half of the current year. The full migration from Cashpoint's existing in-house solution to the EveryMatrix platform, along with the launch of its new services, is strategically timed to coincide with the commencement of the upcoming football season.

Cashpoint initiated its search for an innovative omnichannel partner last year, aiming to consolidate its offerings and facilitate entry into the online casino segment. The selection of EveryMatrix fulfills this requirement, promising a unified and advanced technological foundation. Furthermore, the collaboration will involve Cashpoint's rebranding to Merkur Bets in Denmark, signaling a fresh chapter for the operator.

Mathias Dahms, Merkur Group's Managing Director for Sports Betting, expressed enthusiasm regarding the partnership. He highlighted that the transition to EveryMatrix technology and the rebranding to Merkur Bets represents a substantial advancement for the company's Danish operations, aiming to elevate its already successful business. Dahms underscored EveryMatrix as an 'ideal partner' capable of providing a 'powerful technological foundation' essential for sustained growth.

Echoing this sentiment, Ebbe Groes, Co-CEO and Co-Founder of EveryMatrix, acknowledged the significant brand recognition of Cashpoint and Merkur across Denmark and wider Europe. He emphasized the privilege of contributing to a project of this scale, viewing it as further validation of EveryMatrix's platform attracting and securing the trust of tier-one operators and lotteries. This agreement follows EveryMatrix's recent deal last month to power Fitzwilliam Sports' FitzBet product, illustrating its ongoing market momentum.