Insight
DENMARK Online Market
that we have focused our marketing content and activity more towards responsibility and entertainment.
What approach to do you take to marketing in the country? What sets you aside from your rivals?
Te marketing activity that we undertake reflects on our customer focus and in particular engaging casual and recreational players. Messaging is mostly around the fun and entertaining experience that we offer which we also combine with encouraging players to always gamble responsibly. In terms of platforms, we do use TV and our player testimonials concept has been working well, giving a unique insight into their player experience and preference
What is the core player demographic in Denmark and does this differ to other EU countries?
Te wider market demographic leans mostly towards male players, but with
Spilnu.dk we have a near 50/50 split between male and female customers. Tis is mostly because our focus is on casual and recreational players that are ultimately looking for a fun and entertaining experience regardless of their gender. Te same applies for our Swedish casino brand, Lyckost.
Are there any unique player preferences/expectations?
It all starts with our proprietary platform as this provides the foundation for us to deliver an
excellent player experience across desktop and mobile. We combine this with five-star customer service and a focus on responsible gambling and safe gaming. Of course, our in-house developed content allows us to stock games built specifically for our players.
Not really. I’d say most players in Denmark are like players elsewhere but the market in general is less VIP focused. At
Spilnu.dk we do not work with a VIP concept. We want players to have fun and long playtime for lower stakes. Our experience is that players are loyal if you have the right combination of content/game offering and a fun experience.
It all starts with our proprietary platform as this provides the foundation for us to deliver an excellent player experience across desktop and mobile. We combine this with five-star customer service and a focus on responsible gambling and safe gaming. Of course, our in- house developed content allows us to stock games built specifically for our players.
We know that our players are recreational and
are looking to place low stakes, enjoy longer gaming sessions and ultimately have a fun experience. We work tirelessly to keep bringing new games to our portfolio and to fine-tune and tweak our overall player proposition and this is what allows us to not only meet but exceed their expectations.
Is Denmark a tough market when it comes to competition? How do you differentiate?
Tere are around 30 license holders in Denmark. A few of these are large operators, but the majority are smaller brands. To stand out in what is a crowded market, it is important to excel across all areas of the online casino but also be different and unique when it comes to games, bonuses, loyalty, customer support and marketing.
We have taken our own path with
Spilnu.dk and this has ultimately led us down the road to success in Denmark and indeed the other markets we target.
Do you think the market will grow in 2022?
I absolutely believe the market will continue to grow next year. Of course, there will be winners and there will be losers and those that emerge victorious will be the operators that continue to not just meet but exceed player expectations. Here at CEGO, we are continuously working to deliver this across
Spilnu.dk, Happy Tiger and Lyckost.
WIRE / PULSE / INSIGHT / REPORTS P55
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