BelGium
d nmaRk
In the year 2001 Denmark’s new gaming law finally permitted low payout gaming machines to be operated in kiosks and amusement arcades. The legislation stated that all AWPs had to be connected to the gaming authorities’ (SKAT) central server and the market was transformed overnight into a highly regulated industry.
With that came the foundation of Dansk Automat Spil which was formed in 2001 and the company opened the first of many betting shops under the brand name PitStop. Then in 2008 Danske Spil’s online games began under the Zezam Multiplayer Games brand which was launched on the
danskespil.dk website where players can compete against each other in real time. A series of multiplayer games have been launched since then such as Whist, Hearts, Yatzy and Ludo. Today Danske Spil games account for more than 60 per cent of the Danish gaming market and the group is among the largest 50 companies in Denmark.
In May last year Ladbrokes launched a campaign under the slogan ‘Danish Games- British Odds’ and Danske Spil brought an action against Ladbrokes for violation of the Danish Marketing Act and Danish Trademark Act.
Nothing really changed until 2008 when Denmark shocked the gambling nation and announced that it would open its doors to
18
danish politicians and tv
BRoadcasteR tv2 all want a piece of the danish
GaminG maRket pie.
outside gaming vendors and put a free-trade online gaming practice in place within the next two years. In all reality the monopoly was under increasing attack from the European commission and the 200,000 plus Danish players who were gambling on unlicensed sites which were advertising illegally via the Danish media.
In addition Danish politicians and TV broadcaster TV2 all wanted a piece of the Danish gaming market pie. And so Danish Tax Minister Kristian Jensen proposed a bid for opening the gaming market with the aim of regulating and taxing the gaming activities. The proposal was met with enthusiasm.
Finally in April 2009 the Danish government
(Liberal and Conservative party), the Social Democrats, Danish People’s Party, Socialist People’s Party, Liberal Party and Liberal Alliance put forth a draft legislation to partially liberalise and modernise the Danish gaming market.
The idea was the give players a choice between several game companies with the aim that the competition between the new providers would create better products for the players. It wanted Danish games to be channelled into a regulated and controlled environment and put more focus on player protection.
the law And so a new gaming legislation was born. As a result of the announcement to reform the gambling legislation, four new acts were passed by the Danish parliament in June 2010 which were then expected to come into force in January this year.
These primarily liberalised the online sectors permitting sports betting and casino games. The new legislation proposed that internet casino games and sports betting can now be offered in a free market competition to commercial gaming operators with a Danish licence. In doing so, the government is aiming to put a stop to illegal marketing and game supply from foreign providers without a licence.
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