EveryMatrix has agreed a major omnichannel partnership with Betcenter Belgium, taking over the operator’s sports betting platform from an in-house legacy system.
The deal will see EveryMatrix migrate Betcenter’s customer activities and operations onto its full technology stack, covering both retail and online sportsbook delivery.
Betcenter is owned by the Merkur Group and holds significant market share in the Belgian sports betting industry, operating across both digital and physical channels.
The operator runs more than 50 retail betting shops across Belgium, supported by 600 full Self Service Betting Terminals and 300 SSBT-light units.
EveryMatrix will also provide an improved front-end solution as part of the agreement, designed to enhance the overall betting experience for Betcenter customers.
This represents the second omnichannel partnership struck between EveryMatrix and the Merkur Group in a remarkably short space of time.
The first deal, announced in March, saw EveryMatrix agree to power the Merkur Group’s Cashpoint brand in Denmark, covering online sports and casino as well as more than 1,000 sports betting terminals across 230 shops.
Ebbe Groes, group co-CEO and co-founder of EveryMatrix, welcomed the rapid expansion of the relationship with the German gaming giant.
Groes said: “To be able to extend our partnership with Merkur Group in Belgium so soon after agreeing to work with its Cashpoint brand in Denmark is something you rarely see in our industry.”
He added: “There has been, and continues to, be an enormous amount of hard work put into both making and delivering these deals on both sides so I’d like to thank the Merkur Group and my own internal EveryMatrix teams for making this a reality.”
Mathias Dahms, Managing Director of the Sports Betting Division at Merkur Group, highlighted the strategic value the partnership brings to Betcenter’s position in Belgium.
Dahms said: “We have learned to regard EveryMatrix as a reliable and competent partner and look forward to taking the next step with them on this challenging project in Belgium.”
He continued: “Through this partnership, we will consolidate our market-leading position in Belgium and further expand it with new products.”
The back-to-back deals signal growing confidence from Merkur Group in EveryMatrix’s ability to deliver scalable omnichannel solutions across multiple regulated European markets.
