For a country which at one time was built around a complete ban on gambling, Denmark has slowly but surely opened up its gambling market and managed to liberalise the majority of its gambling sectors.
From a complete prohibition dating back to the 18th century, the market has seen a series of legislations introduced to enable the gambling market to develop and grow at a slow and steady but sensible pace.
For a long time, Denmark’s gaming industry existed via a strict monopoly situation organised by Danske Spil, which had the exclusive licence to offer betting, lotteries and online gambling.
However, in June 2010 the new Gambling Act strolled into town and when it came into force two years later a partial liberalisation of the market enabled the gambling market to finally have some increased freedom and flexibility.
Te Gambling Act of 2012 served two purposes – to open the market for privately owned national and international betting and online casino operators and to clean up the complex rules and regulations which existed in the marketplace.
Betting, online casinos and landbased slots were all liberalised whilst a monopoly situation remained for the lottery, class lotteries and horse and dog racing and Danske Spil was divided into two companies – Danske Lotteri Spil (for the lottery sector) and Danske Licens Spil (for the online sector).
Ten in 2017 the market was further modified and online bingo and online landbased betting on horse and dog racing were also liberalised expanding the independent market even further.
‘From small acorns great oaks grow’ and almost a decade later Denmark has the second highest online gambling participation rate in Europe, after Sweden (2020).
Since 2012 the online gambling sector has been growing steadily and between them, online casinos and online betting, now make up just over half of the total gambling GGR (DKK9.2bn) with DKK4.7bn in total online revenues last year. Te lottery has a 35 per cent market share of the total GGR with DKK3.2bn whilst slots (11 per cent) and casinos (two per cent) make up the remaining share.
Te Danes are big gamblers. Last year Denmark was seventh in Europe with the biggest gambling spend per adult who spent on average DKK2,086. Te Danes spend just under DKK38 per week (2020 data) on gambling, of which DKK13 is spent on lotteries and DKK1 on casinos. Te remaining is on online casinos, betting and gaming machines. Around 64 per cent of GGR from online betting and online casinos is via mobile devices and the other 36 per cent on computers.
Te vast majority of online accounts belong to men and 76 per cent of online casino accounts and 81 per cent of online betting accounts are created by men. Te highest number of male players (23 per cent) are between the ages of 26 and 35 years.
NEWSWIRE / INTERACTIVE / MARKET DATA P39
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