The Danish state lottery operator Danske Spil is moving to improve its standing in the country’s casino space via a deal with B2B solutions firm EveryMatrix.
The Malta-headquartered company has signed a partnership with Danske Licens Spil, the casino subsidiary of the state-owned lottery and betting company.
Terms of the deal will see EveryMatrix equip Danske Spil with its gamification and engagement tools, with customer acquisition and retention at its casino properties the main objective.
The duo have set a target of a summer 2026 launch date for full integration of the EveryMatrix tech stack into Danske Spil’s platform as the company continues to compete against various privately-owned players in the casino and betting space.
Søren Schneider, iGaming Director at Danske Licens Spil, said: “After a thorough selection process, we have chosen EveryMatrix as our future platform partner for casino and bingo.
“We look forward to leveraging their modern and flexible technology to enhance our offering and provide an engaging and responsible gaming experience for our customers.
“EveryMatrix’s agile platform makes it easy for us to integrate with a wide range of game providers, strengthening both our offering and the overall player experience.”
Danske Spil was for many years the only legal gambling provider in Denmark, holding a monopoly until a licensed market launch in 2013.
It is still the only licensed operator of lotteries in the country, but now finds itself competing against the likes of LeoVegas and BetMGM in the casino and betting fields.
Despite this, its casino revenue remains steady with accounts from earlier this year showing an increase in revenue from DKK 393m in Q4 2024 to DKK 396m (€53m) in Q1 2025, for example.
The firm, and perhaps its B2B partners as well, may also stand to benefit from a forthcoming ban on gambling advertising in Denmark, which may make it more difficult for its casino and betting competitors to stand out in the market.
Ebbe Groes, Group CEO & Co-Founder, EveryMatrix, said: “To earn the confidence of the Danske Licens Spil’s management team to deliver this project and replace their existing platform technology for the first time since Denmark regulated in 2012 is a huge endorsement.
“I’d like to personally thank them for the trust they’ve placed in EveryMatrix. The rate at which we’re winning and delivering large, tier one turnkey platform deals to power some of the world’s best-known brands is rapidly accelerating. This is thanks to the tireless efforts of our experts and the superior technology solutions they design and deploy.”