Cashpoint Denmark has rebranded as Merkur Bets as the Merkur Group continues to unify its international sports betting operations under a single brand.
The rebranding, which follows similar changes in Germany and Austria, comes with the launch of a new digital platform from EveryMatrix. The technology combines Merkur Bets’ land-based and online sports betting operations and introduces an online casino offering for the first time.
Cashpoint Denmark ApS has grown into the country’s largest land-based sports betting operator since 2012, holding more than 50% of the market. As part of the relaunch, the company has adopted Merkur’s unified brand identity, with around 200 betting shops also undergoing updates to reflect the Merkur Bets name.
The transition also replaces the company’s previous in-house software with a new technical platform covering both retail and digital operations. Customers will see changes through an updated interface on betting terminals and a revamped online offering.
“Standing still is not an option for us, and the next chapter calls for something stronger,” said Henrik Greve Jensen, COO of Merkur Bets Denmark. “With a comprehensive technical overhaul and strong international collaboration, we will make our established position even more future-proof.”
Denmark is the first market in a wider platform migration programme, with Merkur’s operations in Belgium, Germany, and Austria also scheduled to move to EveryMatrix’s technology.
Mathias Dahms, Managing Director of Sports Betting at the Merkur Group, said: “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.”