Insights into Danish Online Gambling Market from the Danish Gambling Authority

The Danish Gambling Authority’s ongoing commitment to monitor and analyze the gambling behavior of its citizens has led to an insightful study into the online gambling market in Denmark. Post-2012, following the liberalization of betting and online casinos, the landscape of the gambling industry in Denmark underwent a significant transformation. This change opened the market to anyone seeking a license to provide gambling products, aiming to shift online gambling spends towards licensed websites under Danish consumer protection laws.

Despite these regulatory changes, a portion of the Danish gambling market continues to interact with unlicensed gambling providers. The understanding of this segment is crucial for a complete grasp of the market dynamics. In response, the Danish Gambling Authority conducted an extensive survey in 2022-2023, focusing on online gambling habits, particularly on unlicensed sites. This pioneering study in Denmark offers a first-of-its-kind insight into the nation’s online gambling practices.

The study reveals that 21.7% of Danes aged 15 and above, roughly equating to 1,082,000 individuals, have participated in online gambling over the past year. Notably, 15% of the participants are young people aged 15-17, engaging in online gambling despite the legal age limit of 18. The survey also found that 3.8% of these online gamblers, about 41,000 people, have gambled on unlicensed sites. Intriguingly, over half of these players were aware of their engagement with unlicensed platforms. Additionally, 8.6% of players were uncertain about the licensing status of the sites they gambled on.

The majority, 91%, of those who gambled on unlicensed sites also frequented licensed platforms, with a preference for the latter. The primary uses for unlicensed sites included online casinos, betting, and skin betting. The study also highlighted the ways players found these unlicensed sites, with two-thirds discovering them through online searches and media streaming. Personal connections also played a role, with half of the players learning about these sites from family, friends, and acquaintances.

The appeal of unlicensed sites seemed to lie in their offering of diverse game types, better payback, and bonuses. Conversely, the reasons for opting for licensed sites were attributed to aspects like control and supervision, credibility and seriousness, and the availability of services in the Danish

language. These contrasting preferences underscore the complexity of player motivations and the challenges faced by the regulated gambling sector.

The report, apart from providing these findings, also includes detailed appendices. These appendices contain the survey questionnaire and supplementary tables that present the statistical uncertainty of the results and regression analyses. This comprehensive approach not only sheds light on current gambling habits but also provides a foundational understanding for future regulatory and market strategies.

This study by the Danish Gambling Authority is pivotal in understanding the evolving landscape of online gambling in Denmark. It provides valuable insights for policymakers, operators, and stakeholders in the igaming industry, offering a detailed look into the behaviors and preferences of Danish online gamblers. As the industry continues to evolve, such studies become instrumental in shaping a responsible and sustainable gambling environment that aligns with consumer protection and market needs.