CASHPOINT

What CASHPOINT does

CASHPOINT (also operating as MERKUR Partners) is the affiliate marketing arm of MERKUR GROUP (Gauselmann-Gruppe), a privately-held German gaming conglomerate founded in 1957. The company runs an iGaming affiliate program that promotes a portfolio of locally-licensed online gambling brands — MERKUR SLOTS and MERKUR BETS in Germany and Austria, CASHPOINT.dk in Denmark, Betcenter in Belgium, and Xtip / MERKUR XTIP CZ in the Czech Republic — via third-party website affiliates who drive Real Money Players in exchange for commissions. The program's commercial counterparties are SMB affiliate operators (review sites, comparison portals, content publishers) in each target geography, and the program serves as a regulated, multi-jurisdictional player-acquisition channel for the parent group's online gambling brands.

The program is operated through two primary legal entities — Merkur Bets Malta Limited (company number C36107, headquartered in St. Julians, Malta) and Betcenter Group NV (Belgium, Hasselt). Its core technology stack is the Income Access affiliate software platform (a Paysafe product), which handles affiliate tracking, reporting, commission calculations, and account management. Commission payouts to affiliates support three structures — CPA (one-off payment per qualifying Real Money Player), Revenue Share (percentage of Net Revenue), and Hybrid (mix of CPA, RevShare, or fixed monthly fee) — paid by the 10th business day of the following month subject to a 50 EUR minimum threshold. Payment rails include NETELLER and Skrill.

Go-to-market is exclusively indirect: the company does not operate a direct consumer channel, instead relying on a distributed affiliate network across European regulated markets (Germany, Austria, Denmark, Belgium, Czech Republic, Netherlands). Regulatory compliance — under the German Interstate Treaty on Gambling 2021 (GlüStV 2021), the Danish Spillemyndigheden guidelines, the Belgian Gambling Act of 7 May 1999, and Maltese licensing — is positioned as a structural differentiator versus unlicensed or gray-market operators. The company is privately held with no disclosed funding events, external institutional investment, or public listing.

Name

CASHPOINT

Legal name

Merkur Bets Malta Limited

Website

https://cashpointpartners.com

Company type

Private

Founded year

1957

Operating status

Operating

Short description

CASHPOINT operates the MERKUR Partners affiliate program, promoting locally-licensed online gambling brands — MERKUR SLOTS, MERKUR BETS, CASHPOINT.dk, Betcenter, Xtip, MERKUR XTIP CZ — across Germany, Austria, Denmark, Belgium, and the Czech Republic for parent MERKUR GROUP (Gauselmann-Gruppe).

Ownership category

akta.pro rank

Product category

iGaming Affiliate Marketing

NAICS

Gambling Industries (7132)

akta.pro primary industry

Sportsbook Affiliate & Comparison Sites (MPAEAMAA)

akta.pro secondary industries

SEO/Content Publishing Networks for Betting Leads (MPAEAMAG), Affiliate Marketing & Partner Networks (BPAMALAI)

Keywords

• Igaming affiliate program
• Online gambling brands
• Affiliate marketing network
• Sports betting partners
• Casino affiliate commissions

Headquarters

HQ city

Birkirkara

HQ country

Malta

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Marketing or Sales, Operations, Technology or R&D, Personnel, Others

Revenue model

1. CPA Commission: One-off payment for each Real Money Player registered through the affiliate's tracker. Amount is agreed upon between affiliate and operator, paid when qualifying criteria (minimum deposit, wagering, and other requirements) are met. Subject to 24-hour termination policy.
2. Revenue Share Commission: Percentage of Casino Net Revenue and/or Sportsbook Net Revenue generated by referred Real Money Players on a monthly basis. Net Revenue is calculated as total wagers minus winnings, bonuses, chargebacks, gaming taxes, administration fees, and returned/void stakes. Not available for German market per local regulations.
3. Hybrid Commission: Combination of CPA Commission and/or Revenue Share Commission and/or fixed monthly fee, tailored to affiliate agreements.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels3 records

Core offering

MERKUR Partners operates an online gambling affiliate marketing program that enables third-party website owners (affiliates) to promote multiple locally-licensed MERKUR gambling brands, including MERKUR SLOTS, MERKUR BETS, CASHPOINT.dk, Betcenter, and Xtip, across European regulated markets in exchange for CPA, Revenue Share, or Hybrid commissions. The program is open to affiliates of all sizes and provides unique Tracker URLs, marketing materials, comprehensive reporting via the Income Access platform, and monthly commission payouts by the 10th business day of the following month.

Product overview

CASHPOINT operates as part of the MERKUR Partners affiliate program, which promotes multiple locally-licensed gambling brands across European markets. The portfolio consists of MERKUR SLOTS and MERKUR BETS for Germany/Austria, CASHPOINT.dk for Denmark, Betcenter for Belgium, and Xtip/Merkur XTIP CZ as additional sports betting brands. These products are marketed through an affiliate network offering CPA and Hybrid commission deals, powered by Income Access software for tracking and reporting.

Differentiator

Problem solved

Functional benefit

Brands

• MERKUR SLOTS: Online slots brand operating in Germany
• MERKUR BETS
• CASHPOINT.dk
• Betcenter
• Xtip
• MERKUR XTIP CZ

Products and services

• MERKUR Partners Affiliate Program The exclusive online affiliate marketing program of MERKUR GROUP (Gauselmann-Gruppe), enabling third-party website owners to promote multiple locally-licensed MERKUR gambling brands across European regulated markets (Germany, Austria, Denmark, Belgium) in exchange for CPA, Revenue Share, or Hybrid commissions. Open to affiliates of all sizes, with unique Tracker URLs, marketing materials, dedicated support, and monthly commission payouts by the 10th business day.
• MERKUR BETS Online sports betting and casino platform licensed in Germany and Austria, offering sports wagering and casino gaming services to residents in those jurisdictions. Promoted through the MERKUR Partners affiliate program.
• Cashpoint.com / CASHPOINT.dk Online gambling brand operated by Merkur Bets Malta Limited. CASHPOINT.dk offers sports betting and casino games to Danish residents under Danish Gambling Authority (Spillemyndigheden) licensing and compliance.
• Betcenter Online betting platform operated by Betcenter Group NV, licensed and targeting residents of Belgium, compliant with the Belgian Gambling Act and applicable Royal Decrees.
• MERKUR SLOTS Online casino platform offering classic slot machine games with authentic arcade gaming experience, targeting players in Germany. Promoted through the MERKUR Partners affiliate program under a CPA or Hybrid commission model (Revenue Share not available per local regulations).
• Xtip / MERKUR XTIP CZ Sports betting and casino brand under the MERKUR portfolio. The MERKUR XTIP CZ variant operates in the Czech Republic market combining MERKUR and XTIP branding for sports betting services.

Named customers6 records

Segments5 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Partnerships

Seven partnerships are on record, tiered minor and core.

• 24kasinominorChannel Partner/ Reseller/ DistributorAffiliate partner promoting MERKUR gambling brands. Reports satisfaction with team support and uncomplicated collaboration. Recently started partnership and views MERKUR brand as great addition to their site, anticipating long-term success.
• Casinobonus.deminorChannel Partner/ Reseller/ DistributorGerman affiliate partner seeking brands popular with German players. Reports MERKUR SLOTS as popular and trusted brand with great potential, expressing anticipation for long and productive collaboration.
• Casino.onlineminorChannel Partner/ Reseller/ DistributorAffiliate partner describing Merkur Partners as one of the most promising and fast-developing partners in the German market. Values precision, responsiveness, and quality of work from the partner team.
• onlinecasinosdeutschland.comminorChannel Partner/ Reseller/ DistributorAffiliate partner expressing deep gratitude for exceptional partnership in online slots industry. Credits MERKUR PARTNERS' professionalism, expertise, strategic insights, innovative marketing solutions, and unwavering integrity for helping them succeed in competitive market.
• vyhraj.czminorChannel Partner/ Reseller/ DistributorCzech affiliate partner reporting incredibly rewarding experience with Merkur Online-Casino Partner Program. Notes seamless platform, excellent program structure and support, with profitable and enjoyable collaboration.
• time2play.comminorChannel Partner/ Reseller/ DistributorAffiliate partner rating Merkur brand as first-class and partner team as meeting same high standards. Reports enjoyment in working together and anticipates long and fruitful partnership.
• Income Access (Paysafe)coreTechnology or IntegrationProvides affiliate software platform powering the MERKUR Partners program. Handles tracking, reporting, commission calculations, and affiliate account management. Income Access is a Paysafe company.

Scale indicators2 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• Raketech: Nordics-headquartered iGaming affiliate and comparison site operator; comparable in business model and European regulated-market focus (overlap with CASHPOINT.dk Denmark presence).
• Catena Media: Listed iGaming affiliate network running sportsbook and casino comparison/affiliate sites across multiple regulated markets; directly competes for affiliate relationships and operator partnerships in the same European geographies.
• Better Collective: Public iGaming affiliate operator that runs sportsbook and casino affiliate sites globally; directly comparable as a competitor for affiliate traffic and a benchmark for the affiliate-program business model that CASHPOINT/MERKUR Partners operates.
• XLMedia: Performance-marketing and affiliate network in gambling and other verticals; directly comparable in affiliate-driven customer acquisition for online sportsbooks and casinos.
• Oddschecker: Sports odds comparison and affiliate site network in the UK and other regulated markets; operates the same affiliate-referral model targeting sportsbook customers that MERKUR BETS and Xtip rely on.
• Gambling.com Group: Public performance-marketing company focused on iGaming lead generation and affiliate sites in regulated markets; competes for the same affiliate publishers and operates similar commission-based revenue models.

Broad incumbents

• Kindred Group (Unibet Affiliates): Large multi-brand online gambling operator with its own in-house affiliate program; overlaps as an operator-affiliate program competitor offering affiliates broader brand choice within a single program.
• Betsson Group Affiliates: Major European iGaming operator running a multi-brand affiliate program; competes with MERKUR Partners for the same pool of affiliate publishers across Nordic and European markets.

Others

• Income Access (Paysafe): Affiliate software platform provider (Paysafe-owned) that powers MERKUR Partners' tracking and commission infrastructure; adjacent as a technology enabler rather than a direct competitor.
• Gauselmann Gruppe: Parent conglomerate of CASHPOINT/MERKUR Partners and broader land-based + online gaming operator; relevant as the strategic owner and ultimate decision-maker for the affiliate program.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/cashpointwetten

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about CASHPOINT