Cashpoint Denmark becomes Merkur Bets

The sports betting provider Cashpoint has been operating in Denmark under the name Merkur Bets since 22 September 2026. Following the rebranding in Germany and Austria, the roll-out now continues in Denmark. The brand transformation was accompanied by a switch to a completely new digital platform from EveryMatrix, which combines the land-based sports betting offering with online sports betting and, for the first time, an online casino. The Merkur Group is thus continuing the strategic realignment of its sports betting brand and pressing ahead with the standardisation of its international presence.

Since 2012, Cashpoint Denmark ApS has grown to become Denmark’s largest land-based sports betting operator and currently holds a market share of over 50 per cent. As part of a relaunch, the company has now been integrated into the unified Merkur brand identity. In addition to the new name, the brand identity in around 200 betting shops is also being updated and adapted to Merkur Bets.

Beyond the new brand identity, the relaunch delivers comprehensive technical enhancements across both the retail and digital product offering. A new platform replaces the previous in-house software solution and creates a common technical foundation. For Merkur Bets Denmark’s customers, the changes will be most evident in the new user interface on the terminals and the revamped online offering. “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,” says Henrik Greve Jensen, COO of Merkur Bets Denmark.

Denmark marks the start of the cross-market platform migration, as the offerings in Belgium, Germany and Austria are also set to be migrated to EveryMatrix’s technology. Mathias Dahms, Managing Director of Sports Betting at the Merkur Group, explains: “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.”