1/6/2012 12:27:35 PM

The Race for Online Gaming Market Dominance in Denmark

So here we are in 2012! The race for superiority in the Danish iGaming market has started and it will be interesting to see who the ‘big players’ will be after the initial mad rush of the first 6 months subsides.


I already have my own predictions having spoken to Danish eGaming marketing experts over the past few months, though I will keep these to myself and wait and see if they materialise! Please feel free to note your opinions in the comments.


I certainly look forward to the rebranding of the Danish SAS Ligaen with Betsafe’s name and hopefully see the effect on the market that this will bring.


As I looked through the Danish eGaming license list I was surprisingly taken aback. I had to re-read several times to check that I hadn’t missed certain names on the list, especially the noticeable absence of PAF and Paddy Power.


Another interesting addition to Denmark’s license system was the additional ‘income-restricted license’. I hope this will give smaller start-up operators a chance to challenge on a smaller scale and create their own exciting USPs to offer to the Danish public.


There have been some massive pre-market regulation hires at the top of some of the biggest brands including Richard Funchs’ move back to Ladbrokes from the Betsson Group, Tony Brandenborg joining the Betsson Group from RoxyPalace and Henrik Greve Jensen taking his expertise from Sportingbet to Bet24.


We can expect further strengthening of the majority of the operators that are focused on Denmark across all levels of marketing, operations and technology in 2012 should the public react positively to the legalisation of our exciting industry.


Andrew Wiseman

iGaming Recruitment Consultant

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