EveryMatrix has significantly deepened its relationship with the Merkur Group by agreeing a major new omnichannel sportsbook deal covering Belgium and Denmark.
The agreement with Belgian operator Betcenter will see EveryMatrix replace the operator’s existing in-house sportsbook platform with its full technology stack.
The deal covers both Betcenter’s online sportsbook and its extensive retail estate, with EveryMatrix also handling customer operations migration.
A new front-end will be introduced as part of the agreement, designed to deliver a more seamless betting experience across all channels.
Betcenter is one of Belgium’s leading sports betting operators, running more than 50 betting shops alongside its established online business.
Its retail network includes around 600 self-service betting terminals and a further 300 SSBT-light units spread across the country.
This marks EveryMatrix’s second omnichannel agreement with the Merkur Group in 2026, following a major deal with the Cashpoint brand in Denmark announced in March.
The Denmark agreement will see EveryMatrix technology power more than 1,000 sports betting terminals across 230-plus retail locations nationwide, while also launching an online casino for the first time in the second half of 2026.
Cashpoint, which is set to be rebranded Merkur Bets following platform migration, holds leading positions in Germany, Austria, Belgium, and Denmark and began searching for a new technology partner in early 2025.
EveryMatrix Group Co-CEO and Co-Founder Ebbe Groes offered strong praise for both sides of the arrangement, saying: “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.”
Groes 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, also welcomed the expanded partnership, saying: “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.”
Dahms further noted: “Through this partnership, we will consolidate our market-leading position in Belgium and further expand it with new products.”
The Malta-headquartered supplier has been expanding rapidly across several iGaming verticals in 2026, recently striking a deal with UK newcomer BetAhoy and securing a licence to operate in Alberta.
EveryMatrix has also established its own dedicated lottery business arm after working with various lottery operators globally over the past decade, signalling a broader diversification strategy across the industry.
