1. Effects of the Danish market regulation: What has changed
Effects of the Danish market regulation: What has changed? What can we learn from Denmark? Has the attitude shifted in any direction?

2. Pre gambling reform in 2012
Old prevalence study from 2006 showed 0,3 % gambling addicted players ( vs NO 0,6 % and SE 1,1 %) but now follow-up since 2006.
Huge grey market ( > 50 % on online betting and casino), advertising was booming
RG prevalence was said to have increased
Danske Spil was not performing well and support from Society was lacking
Lack of funding for treatment and research of RG problems
Support from media and Danish parliament for a gambling reform
STRATEGY CONSIDERATIONS
FEB 2009 DRAFT OF LAW REFORM STARTS
FEB 2010 POLITICAL AGREEMENT
JUL 2010 LAW ADOPTED IN PARLIAMENT
OCTOBER 2011
APPLICATION PROCEDURE STARTS
JAN 2012 FIRST WAVE OF LICENSES

3. Post gambling reform: Stakeholders were happy
New operators, products and bonuses (players were happy)
85 % channelling of grey market into licensed market, sustainable growth, profitable business (operators were happy)
Increased funding for treatment and research (gambling researchers were happy)
Increase in tax revenue from gambling (the Danish Government was happy)
Advertising on all media platforms (media were happy)

4. Post gambling reform 2012- 2016: Massive growth in market

5. Post gambling reform 2012- 2016: Market stats betting, casino market
5.5 m population
Total market: 1.2 bEUR (spend per capita 269 EUR per year), betting + online casino: 509 mEUR
2011 – 2016 betting + online casino: : 102 – 509 mEUR, market growth 399 %
2012 – 2016 betting + online casino: 274 – 509 mEUR, market growth 82 %
Danske Spil market share 2012: 59 %, 2016: 48 %
State revenue on licence market 2016: 153 mEUR (100 mEUR from Danske Spil incl dividend)
Tax revenue growth : Approx. 70 mEUR
Funds for research and treatment of RG. 2011: 20 mDKK (2.7 mEUR), mDKK (4 mEUR)
Approx. 9,000 self-excluded persons in ROFUS

6. Today: Attitude shift - new prevalence study got the ball rolling
National prevalence report published in 2016
Less gamblers in Denmark compared to 2006 (72 % 2006 vs 63 % 2016)
Approx. 0,4 % gambling addicts (vs. 0,3 % in 2006)
Slight increase in number of problem gamblers from
Results have been “spun” by researchers

7. Today: Attitude shift
Media is much more critical towards industry and advertising
There is a perception that advertising is overexposed
Two major DK operators were fined for AML/player protection breaches
Advertising, wagering requirements and T & C’s are being scrutinized by public authorities
Researchers are calling for new RG measures

8. The future: The heat is rising
Denmark: Minister of Treasury has invited political parties to discuss new player protection measures
Advertising and T & C’s are being scrutinized by public authorities
Researchers are calling for new RG measures
Added focus on advertising and player protection (in UK)
What can the industry do?
Industry operators are launching own initiatives in Sweden