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
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
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.