Insight
DENMARK Online Market
Allan Auning-Hansen, Chief Executive Officer CEGO
Denmark is a mature market where online gambling has been legal for several years now. Players are comfortable with gambling online and trust the brands that are active in the region. This is certainly the case for those that have been able to provide a fun and entertaining experience but where responsible gambling and safe gaming are also a priority. This is a core part of the CEGO DNA.
Live since 2012, CEGO’s Danish online casino site,
Spilnu.dk, offers virtual online slots based on the classic titles players recognise from land-based machines. One of the most popular in Denmark, Allan Auning-Hansen, Chief Executive Officer of CEGO, attributes the online casino’s success to a focus on casual and recreational players looking for a fun and entertaining experience.
CEGO and our
Spilnu.dk brand have been able to leverage the growth opportunities present in Denmark better than most and this is due to our unique proposition. From day one we have focused solely on recreational and casual players and have built out our casino so that it delivers a fun and entertaining experience where players are encouraged to gamble responsibly.
How has the Danish market performed in 2021?
Te Danish market has performed incredibly well this year. Our
Spilnu.dk brand in particular has enjoyed great success also after Covid-19 lockdown restrictions were lifted in the country. We have been really encouraged by growth in new player sign-ups and our ability to keep increasing the total addressable market in Denmark.
We are achieving this by taking a different approach to our rivals and instead of focusing on bonusing as the main driver of player acquisition and retention, are leveraging our unique, in-house developed content. Tis content has been designed to appeal specifically to casual players in Denmark, and this is how we are able to reach new audiences and grow the overall market. We’ve taken the same approach to other markets such as Sweden and the UK, and this has been a driving force behind our success in these jurisdictions.
Have there been any other factors behind the market performing well?
Denmark is a mature market where online gambling has been legal for several years now. Players are comfortable with gambling online and trust the brands that are active in the region. Tis is certainly the case for those that have been able to provide a fun and entertaining experience but where responsible gambling and safe gaming are also a priority. Tis is a core part of the CEGO DNA.
Operators and regulators are working together when P54 WIRE / PULSE / INSIGHT / REPORTS
it comes to channelisation and limiting grey market activity. Players know that online casino is legal in Denmark, and they also know which brands are licensed and are safe to play at. Tis has allowed the licensed market to thrive while also ensuring that players are protected to the highest possible levels.
CEGO and our
Spilnu.dk brand have been able to leverage the growth opportunities present in Denmark better than most and this is due to our unique proposition. From day one we have focused solely on recreational and casual players and have built out our casino so that it delivers a fun and entertaining experience where players are encouraged to gamble responsibly.
Most of our games stocked in our lobby are developed in-house and are unique to
Spilnu.dk. Tis, combined with allowing players to enjoy high levels of entertainment from low stakes, has proved to be a winning formula in Denmark for sure.
Has the new code of conduct around marketing had an impact on the market?
Te new code of conduct has come at the same time as a whistle-to-whistle ban on gambling advertising during sporting events. As you might expect, this has led to lower television rating point levels but more importantly, it has forced operators and marketers to look to new ways of driving brand awareness around their casinos and sportsbooks.
Tis has seen many ramp up their digital marketing efforts to drive acquisition. For CEGO, it has meant
The Danish formula: low stakes, high entertainment
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