Merkur Interactive

History & Background

Merkur Interactive GmbH was founded in 2006 as the group’s dedicated vehicle for sports betting and online gaming, marking a strategic shift from pure land-based operations to digital channels. The parent company, Gauselmann Group (rebranded as Merkur.com AG in 2023), was founded in 1957 by Paul Gauselmann as a jukebox installation business. Over decades, it grew into Europe’s largest gaming machine manufacturer and operator, with iconic brands such as Merkur Spielothek (arcades), ADP Merkur (machine manufacturing), and Merkur Casino (high-street casinos). By the early 2000s, the group recognised the need to capture the emerging online market, leading to the creation of Merkur Interactive.

In 2005, the group acquired a controlling stake in Austrian sports betting specialist Cashpoint, bringing immediate expertise in sportsbook operations. The following year, Merkur Interactive was formally incorporated, and the division began offering online sports betting via Cashpoint’s platform and later launched its own online casino under the Merkur24 brand. The division also integrated content from Merkur Gaming’s extensive library of slot titles, many of which are derived from the group’s land-based hits (e.g., “Merkur B”, “Clash”, “Dimension Link”).

In 2025–2026, Merkur Interactive expanded its digital footprint through the MERKUR Group’s esports partnership with Berlin International Gaming (BIG), launching the “MERKUR Cash Cups” for Counter-Strike 2. The group also agreed to acquire White Hat Studios, a U.S.-focused slots developer, signalling an ambition to grow its online presence in North America.

Products & Platforms

- Merkur24 – Online casino platform offering slot machines, blackjack, roulette, and progressive jackpots. Operates in multiple European markets with a free-play mode and real-money wagering. - Cashpoint Sportsbook – Full-service sports betting platform covering pre-match and live betting across major sports, integrated into Merkur Interactive’s online offering. - Merkur Gaming Slots – A portfolio of over 200 online slot titles, including branded series like Dimension Link, Paw Link, and Clash, developed by the group’s in-house studio for both land-based and digital distribution. - White Hat Studios (pending acquisition) – Provider of US-focused online slot content, including branded titles based on popular culture, to expand Merkur’s B2B reach in regulated North American states. - Merkur Cash Cups – Esports tournament series for Counter-Strike 2, operated in partnership with BIG, offering €4,500 prize pools every two months.

Business Model

Merkur Interactive operates a hybrid B2B/B2C model. B2C: It runs its own online casino (Merkur24) and sportsbook (Cashpoint) for end-users under licences in Germany, Austria, the UK, and other regulated EU markets. B2B: It licenses its game content and platform technology to third-party operators globally through Merkur Gaming’s sales network. The division benefits from cross-selling between land-based and online channels, as well as the group’s financial services arm (e.g., payment processing via GeWeTe kiosks).

Market Position & Regulation

As part of the MERKUR Group – which is one of the largest gambling companies in Europe by revenue – Merkur Interactive holds a strong position in the DACH region and is expanding in Southern Europe, the Balkans, and North America. The group holds manufacturing and operating licences in Germany, Spain, the UK, and numerous other jurisdictions. Merkur Interactive is particularly notable for its integration of land-based content into online formats, creating a seamless brand experience across physical and digital channels.

Recent Developments

- July 2026: Announced acquisition of White Hat Studios to enter U.S. online slots market. - June 2026: Showcased new product portfolio at Belgrade Future Gaming. - January 2026: Leadership change at Spanish subsidiary Merkur Dosniha, with COO Lara Knuchel and CFO Juanjo Mayol taking over after founder Carlos Chacón’s departure. - December 2025: MERKUR Group re-enters esports through partnership with BIG, launching MERKUR Cash Cups. - 2024–2025: Group-level leadership transition – Lars Felderhoff became Chairman of the Management Board, succeeding Paul Gauselmann’s generation.