In a significant move for the Danish gaming industry, renowned gaming providers Playtech and Evolution have announced a strategic partnership with Spillebranchen, Denmark’s national gambling association. This collaboration will harness the collective expertise of these entities to set best practices and promote a more responsible, sustainable gaming market in Denmark and potentially influence international markets.
Spillebranchen, revered for its mission to foster a fair and regulated gaming environment, will now count among its members two influential titans of the online gambling world: Playtech and Evolution Gaming. Their inclusion marks a milestone for the association, which has a membership roster that includes prominent industry players such as Bet365, Betsson, Betfair, Danske Licens Spil, Entain, Kindred Group, LeoVegas, and Mr Green.
With these new partnerships, Spillebranchen is set to augment its influence in steering the industry towards greater accountability and regulatory adherence. “The inclusion of gaming providers such as Playtech and Evolution not only diversifies our membership but also strengthens our voice in efforts to promote a fair, transparent and responsible gaming environment,” a spokesperson for Spillebranchen said. Acknowledging the value of the combined expertise, the statement emphasized, “Their expertise and insight will be invaluable as we work together to shape the future of online gambling in Denmark and abroad.”
The association has welcomed the new collaboration with open arms, highlighting the opportunities it presents to drive positive change. “We look forward to a fruitful collaboration that benefits our members, the industry and the countless individuals who enjoy gambling responsibly,” Spillebranchen noted, underscoring a shared commitment to responsible gaming.
The announcement follows closely on the heels of a troubling report published last month by Denmark’s regulatory authority, Spillemyndigheden, raising concerns about underage gambling. The study revealed approximately 15% of young Danes between 15 and 17 years old engaged in gambling activities. Within this demographic, a staggering 68% placed sports bets, while 42% participated in online casino games. Statistically, 21% were involved in lotteries and scratchcards, with a smaller fraction, 4%, engaging in other forms of gambling.
Of particular note in the study was the fact that 35% of these young individuals had experienced skin betting—a mechanism within video games wherein players can win, trade, or purchase virtual items, often of substantial value. Furthermore, evidence from calls made to StopSpillet, the national gambling helpline, indicated that minors comprised 4% of those seeking help, indicating a vulnerability to gambling-related problems from a young age.
Compounding the issue of unregulated gaming, Spillemyndigheden last month also imposed fines upon an individual who advertised illegal gaming through two websites, with fines amounting to DKK100,000. The authority’s actions were a crackdown on illegal operators offering gambling services in Denmark, even targeting sites that allowed gambling by users registered with ROFUS, Denmark’s self-exclusion program.
The response to these challenges has necessitated a more robust industry-wide effort to protect the integrity of gaming in Denmark. Spillebranchen, with the support of Playtech and Evolution, aspires to create a more robust framework to address these concerns. Through collaborative efforts, the newly formed partnership aims to establish a standard of excellence, ensuring that the joys of gambling are matched by an equally strong commitment to responsible practices, consumer protection, and regulatory compliance. The gaming landscape in Denmark appears poised for a future where responsible enjoyment and ethical operation coexist, leading the way for similar reforms across the global gaming industry.
