Denmark’s gambling market enjoyed a strong rebound in July, as Ministers head for negotiations at the Folketinget related to the future of Gambling Advertising – with all options to be considered.
Latest figures from Spillemyndigheden, Denmark’s Gambling Authority show that user spending hit DKK 634m (€85m) in July 2025, up 12.9% year-on-year. The growth marks a sharp turnaround from June, when spending fell 17% against 2024, and underscores the growing prominence of online casino for national consumers.
Casino bounceback
The bulk of growth came from online casinos, which reported a 20.3% surge to DKK 349m, cementing their role as Denmark’s leading gambling vertical. Slots alone generated DKK 291.7m, more than 83% of online casino revenues, dwarfing table games such as blackjack (DKK 22.2m) and roulette (DKK 16.8m).
Land-based operators also posted healthy gains. Casino revenues climbed 13.8% to DKK 33m, while bookmakers edged up 6% to DKK 159m. Slot machines, by contrast, were the only area of contraction, falling 2.2% to DKK 90m.
The data highlights how mobile gambling continues to dominate consumer behaviour. Over 70% of deposits were made via smartphones, while betting shops contributed just over 10% of bookmaker spend. Thursdays emerged as the peak day for online casino deposits — a small but telling sign of shifting engagement patterns.
Self-Exclusion rreeps higher
Behind the robust revenue figures sits a less comfortable trend. By the end of August, 62,577 Danes had registered with ROFUS, the national self-exclusion scheme — around 170 more than in July. Of these, 65% chose permanent exclusion, with men making up 78.2% of registrations compared to women at 21.3%.
Regulators note that the steady uptick reflects both growing awareness of the programme and deepening concerns over the ease of access to high-risk products, particularly online slots.
Political storm over advertising
The figures land just as Tax Minister Rasmus Stoklund begins negotiations with the Folketinget over sweeping reforms to gambling advertising. Stoklund argues that Denmark’s “marketing culture has become too aggressive,” floating proposals for a whistle-to-whistle ban on adverts during live sports broadcasts as part of a wider five-point agenda to tone down saturation, strengthen prevention and treatment of gambling harms, and shield younger audiences.
The urgency is underlined by media watchdog data showing that 767,000 gambling adverts aired across Danish TV and radio in 2024 — an average of 2,100 a day, five times higher than in 2012 when the market was liberalised. Critics say the “carpet bombing” of gambling messaging, particularly during football broadcasts, risks normalising betting for young fans.
Government on the Clock
Opposition parties have seized on the moment to lambast the government’s record. The Social Liberals (R) and Socialist People’s Party (SF) are pushing for a full ban, arguing that successive cabinets have failed to act as the problem deepened. Research suggests around 500,000 Danes experience some level of gambling-related harm, with nearly 30,000 problem gamblers.
Meanwhile, the Conservatives (DKF) are calling for tighter restrictions on online casinos, which generated over DKK 4bn in GGR in 2024 and are seen as the highest-risk vertical due to their accessibility.
Stoklund is the sixth minister since 2019 to pledge advertising reform, and with proposals due in February 2026, the pressure on Prime Minister Mette Frederiksen’s cabinet is mounting.
For now, Denmark’s gambling market is riding high on online casino growth. But with self-exclusion creeping upwards and lawmakers demanding action, the government is being forced to confront an uncomfortable question: how long can record revenues outweigh the growing risks?
