Espelkamp/Copenhagen, September 22, 2026 — Sports betting operator Cashpoint is now operating in Denmark under the brand name “Merkur Bets.” Following successful rebranding initiatives in Germany and Austria, this rollout has now extended to Denmark.
This brand transition coincides with a migration to a new digital platform provided by EveryMatrix. The platform integrates retail sports betting with online sports betting and, for the first time, introduces an online casino offering. Through this move, the Merkur Group continues to advance the strategic realignment of its sports betting brands and accelerate the standardization of its international operations.
Since 2012, Cashpoint Denmark ApS has grown into the largest retail sports betting operator in Denmark, currently holding a market share of over 50%. As part of the rebranding, the company has been fully integrated into the unified Merkur brand ecosystem. In addition to the name change, the branding at approximately 200 betting shops has been updated to the “Merkur Bets” identity.
Merkur Betting Shops
A Cashpoint betting shop in Aarhus has completed its brand upgrade and now features the signature design style of Merkur Bets.
Beyond the visual rebranding, this transformation includes comprehensive technical upgrades across both retail and digital channels. The new platform replaces the company’s previous proprietary software, establishing a unified technical foundation. For Merkur Bets customers in Denmark, these changes are most evident in the new user interface on betting terminals and a fully optimized online service.
Henrik Greve Jensen, COO of Merkur Bets Denmark, stated: “To open a new chapter, we need stronger support—we cannot afford to stand still. Through comprehensive technological innovation and close international collaboration, we will further solidify our current market position and ensure its stability for the future.”
Denmark serves as the starting point for this cross-market platform migration; operations in Belgium, Germany, and Austria are also set to transition to the EveryMatrix technical platform in the near future. Mathias Dahms, Managing Director of the Sports Betting division at the Merkur Group, explains: “With ‘Merkur Bets,’ we are consolidating our international sports betting operations under a single, unified brand. The transition of our digital platform in Denmark also marks a significant step toward building a common product and technology foundation for our various European markets. This will enable us to roll out product enhancements across these markets more rapidly, allowing us to continuously improve the service experience we offer our customers.”
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