Online Casino Growth Offsets Betting Decline
Denmark’s sports betting sector recorded a sharp decline in October 2025, with gross gaming revenue dropping 46% compared to the same period in 2024, according to data from Spillemyndigheden, the Danish Gambling Authority.
Sports betting GGR fell from DKK 208 million in October 2024 to DKK 112 million in October 2025, contributing to an overall market decline of 3.4% to DKK 599 million (€80 million). The downturn occurred despite the Danish Superliga season being underway alongside major international football competitions including the Champions League, English Premier League, and Spanish LaLiga.
The decline marks a significant reversal from October 2024, which saw substantial growth in betting activity compared to 2023. September 2025 also recorded negative performance, with sports betting revenue falling 35% from DKK 144 million to DKK 93 million year-over-year.
While sports betting struggled, online casino revenue demonstrated strong growth, jumping 24.43% from DKK 286 million in October 2024 to DKK 356 million in November 2024. Land-based casinos and gaming machines also posted increases during the period.
The divergence between betting and casino performance contrasts with neighbouring Sweden’s market dynamics, where illegal gambling operations have primarily targeted online casino verticals while sports betting has remained stable in the regulated market.
Advertising Restrictions Loom for 2027
The revenue decline comes as Denmark prepares to implement Gaming Package 1, a comprehensive set of advertising restrictions scheduled to take effect no later than January 1, 2027.
The legislation, passed by the Danish parliament in October 2024, includes a whistle-to-whistle ban on gambling advertisements during live sports broadcasts, beginning 10 minutes before events and ending 10 minutes after their conclusion. The package also prohibits live odds displays on stadium banners and restricts the use of celebrities and influencers in gambling promotions.
Additional measures include banning individuals younger than 25 from appearing in advertisements, limiting gambling promotions near schools and youth centres, and removing gambling ads from public transport.
Tax Minister Ane Halsboe-Jørgensen stated: “I am very pleased that with a broad majority in the Danish Parliament, we are now taking a significant first step to protect children and young people in particular from gambling problems and an overly aggressive gambling market.”
Industry Concerns Over Market Viability
Morten Rønde, director of Danish trade body Spillebranchen and managing partner at Nordic Legal, expressed significant concerns about the regulatory changes.
“I am shell shocked to say the least. It will severely impact the market and the whole business of being in Denmark.”
Rønde warned that the restrictions could drive operators to exit the Danish market and push consumers toward unlicensed gambling sites. “Advertising in Danish media is the only advantage that a licensed operator has. Because otherwise it’s just restrictions and taxation,” he explained.
Channelisation Rates Under Pressure
Denmark’s channelisation rate has declined to 72%, matching Sweden’s current level, according to H2 Gambling Capital data. The rate previously stood at approximately 90% in 2022, among the highest in Europe.
Industry observers attribute the decline partly to restrictions on popular products including crash games, virtual betting, and certain casino games that remain banned in Denmark’s regulated market.
The government justified the advertising package by citing rising gambling harm, claiming nearly 500,000 Danish adults experienced some degree of gambling problems in 2021—double the 2016 figure—with almost 30,000 experiencing serious gambling issues. Government data also indicated 25,000 Danish children and young people had experienced gambling harm, with 2,600 facing serious problems.
Regulatory Framework
Denmark’s gambling market operates under a 28% tax rate on gross gaming revenue, with licensed operators required to comply with strict responsible gambling measures including ROFUS self-exclusion registration, mandatory deposit limits, and player monitoring requirements.
The Danish Gambling Authority maintains enforcement powers including ISP blocking of unlicensed websites and the authority to publish court rulings for gambling violations.
Source: Spillemyndigheden
