Austrian Betting Brand Cashpoint Sportwetten Becomes Merkur Bets

Austrian Brand Renamed as Part of Regional Overhaul

Merkur Group has officially renamed its Austrian sports betting business, Cashpoint Sportwetten, to Merkur Bets, in a move aimed at standardising its brand identity across Central Europe. The transition mirrors a similar rebranding that took place in Germany last year, where the company’s Xtip brand adopted the Merkur Bets name alongside a refreshed visual identity and product updates.

The Austrian market now becomes the latest to reflect Merkur’s consolidation strategy, which has been in planning for other international subsidiaries as well — including Betcenter in Belgium and Cashpoint in Denmark.

“Our rebranding marks a clear strategic focus on a long-term future. The new name reflects our proven and unique concept while also highlighting our ambitions for international growth,” said Mathias Dahms, Managing Director of Sports Betting at Merkur Group.

From Local Name to International Consistency

Founded in 1996 and headquartered in Gerasdorf, Cashpoint Sportwetten has been Merkur Group’s key sports betting operator in Austria. The brand has operated both physical betting shops and online platforms under a licence, becoming one of the country’s better-known providers.

Merkur, however, has a longer history. The name dates back to the 1970s with the launch of the group’s first amusement-with-prizes (AWP) machine, the Merkur B, and the opening of its first in-house arcade, Merkur Spielothek.

The shift to a single, unified identity across jurisdictions appears to signal a stronger international focus and digital alignment for the group’s sports betting portfolio.

“As one of the most prominent officially licensed sports betting providers in Austria, we are positioning the new brand Merkur Bets to offer both a physical and rapidly growing digital presence,” said Daniel Mair, Managing Director of the rebranded Austrian operation.

Merkur Brand Strategy Follows Corporate Renaming

The rebranding of Cashpoint follows broader structural changes at group level. In January 2024, Merkur Group officially dropped its former name, Gauselmann Group, a change that occurred 67 years after the company’s founding. The group now operates as Merkur.com AG but remains under the ownership of the Gauselmann Family Foundation.

At the time of the rebranding, Founder and Chairman of the Management Board, Paul Gauselmann, explained the rationale: “The corporate group is becoming increasingly digital and international. The change of name reflects this fact.”