Denmark sees casino uplift ahead of Advertising debate
Summary
Denmark’s gambling market bounced back in July 2025, with total player spend reaching DKK 634m (€85m), a 12.9% year-on-year rise. The recovery was driven largely by online casinos, which grew 20.3% to DKK 349m — slots alone accounted for DKK 291.7m, over 83% of online casino revenue. Mobile deposits dominate player behaviour (over 70%), while land-based casinos and bookmakers also recorded gains. At the same time, registrations for ROFUS, the national self-exclusion programme, ticked up to 62,577 by the end of August, and political debate over gambling advertising is intensifying as Tax Minister Rasmus Stoklund prepares proposals for tighter controls, including a potential whistle-to-whistle ban. Proposals are expected in February 2026 as pressure mounts on the government to act on rising harms.
Key Points
- Total gambling spend in July 2025: DKK 634m, up 12.9% year-on-year.
- Online casino spend surged 20.3% to DKK 349m; slots generated DKK 291.7m (83%+ of online casino revenue).
- Land-based casinos rose 13.8% (DKK 33m) and bookmakers increased 6% (DKK 159m); slot machines declined 2.2% (DKK 90m).
- More than 70% of deposits were made via smartphones; Thursdays are the peak day for online casino deposits.
- ROFUS self-exclusion registrations reached 62,577 by end of August; 65% permanent exclusions; men represent 78.2% of sign-ups.
- Advertising debate heats up: 767,000 gambling adverts aired on Danish TV and radio in 2024 (c.2,100/day); Tax Minister proposes stricter limits, including whistle-to-whistle bans.
- Political divide: some parties push for a full ban, others demand tighter online casino restrictions; proposals due February 2026.
Context and Relevance
This rebound matters because it shows how quickly online casino can drive national revenues while simultaneously increasing regulatory and social pressures. The data underlines two competing trends: commercial growth and rising harm indicators (self-exclusion and problem gambling estimates). With advertising reform on the table and proposals due in early 2026, operators, affiliates and regulators across Europe will be watching Denmark as a potential template for stricter marketing rules.
Author take
Punchy: Big revenues, bigger headache. Denmark’s market is booming again — but ministers are finally sharpening their knives at gambling ads. If you work in igaming, advertising, or regulation, this isn’t one to ignore.
Why should I read this?
Short version: the market’s back and so is the political pressure. If you care about revenues, compliance or the future of gambling ads in Europe, this gives you the essentials — who’s winning, who’s getting harmed, and which policy fights are coming next.
Source
Source: https://igamingexpert.com/regions/europe/denmark-advertising-debate/