The Danish iGaming market is one of the most ambitious, which is not surprising since the Scandinavian territories are open to innovative technologies and actively apply them.
The Casino Market team reviews the region based on a report by Spillemyndigheden, the country’s gaming authority.
Market Situation
In the state, Gross Gaming Revenue (GGR) has been progressing steadily since 2012. This can be traced to the growth of the share of income of online entertainment, which was more than 30% 10 years ago. While the total revenue of the direction in 2020 was approximately 60%.
Based on an annual Danish regulator report, in 2021, players increased their bets via virtual platforms by 7% compared to Q4 2020.
Last year, the overall proceeds of the market amounted to € 700 million, where:
- online casino — € 450 million;
- sports betting — € 250 million.
Industry Regulations
The gambling sphere began its full-fledged operations on January 1st 2012 under the supervision of the Danish Gambling Authority (DGA). Licences for poker, betting on sports, and casino distributors are available from the very beginning of its functioning. Permits for bingo and horse/dog wagering are issued only from 2018.
In 2021, local governance extended operators' taxes from 20% to 28% of total income.
Denmark has social responsibility measures for gambling businesses, such as:
- setting mandatory deposit boundaries;
- prohibiting personalised offers over € 135;
- establishing promotions that do not exceed players' bets more than 10 times;
- installing broader acquisition with the same ads for at least 100 participants, etc.
The Situation in the Casino Segment
Danes prefer Scandinavian themes for their amusements.
The hottest games among the locals are:
- Bonanza by Big Time Gaming;
- Sweet Bonanza by Pragmatic Play;
- Legacy of Dead by Play'n GO, etc.
Users in this market also have a passion for live casinos and real-time dealer shows.
The popularity of these gambling types is easily explained, as they are:
- rapid;
- fascinating;
- diverse.
Participants enjoy interesting and attractive interplay thanks to the host's actions in real time. A large number of terrestrial distributors offer broadcasting of online entertainment in their halls for clients.
Based on Spillemyndigheden’s data, the most popular type of casino amusements among the locals is slots. More than 70% of players prefer this amusement.
Danes also like to spend time and have fun at:
What People Bet On
The most popular sport among the residents is football. The majority of bets are made on this activity.
The local population also has other favourites on which they place wagers vigorously, namely:
- handball;
- basketball;
- ice hockey;
- gymnastics, etc.
In Denmark, many people prefer to ride bicycles. They have professional racers like Tony Rominger and Michael Rasmussen.
Some sports clubs cover such events for fans as:
- Tour de France;
- Milan-San Remo;
- Giro d'Italia, etc.
After restrictive measures during the global pandemic Covid-19, VR sports are actively gaining popularity among Danes. The demand is not expected to drop as these leagues can function throughout the year.
Possible Advertising Solutions
With limited marketing possibilities, local businesses mainly explore the use of data for better player engagement and direct their efforts to retain regular customers. Thus, efficient positioning strategies are utilised to focus on managing the experiences of acquired users.
These goals can be realised if an operator has software to track and analyse player behaviour in real time. The programs also allow better interaction with gamblers and help increase their lifetime value.
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