EGR has partnered with 4H Agency to bring its readers a series of long-form articles on the requirements and key facts and figures for a host of markets throughout the world.
Tapping into 4H’s talent pool of experts, the articles will outline the regulatory framework and entry requirements for interested parties, as well as an insider’s view on how the market could shape up in the coming years.
Here, the series continues with Denmark, with commentary from 4H partner and head of consulting department, Ivan Kurochkin.
Market overview
Denmark’s gambling industry has evolved from a modest land-based beginning into one of Europe’s most respected regulated markets. The country’s gambling history dates back to 1902, when Casino Marienlyst opened as Denmark’s first official casino. Over time, more venues followed, and games like poker and roulette became popular elements of Danish entertainment culture.
The digital era brought a major shift. In 2002, a monopoly was granted to the state-owned Danske Spil, but this approach was soon reconsidered. With the introduction of the Gambling Act in 2010, Denmark liberalised its online market, allowing private operators to apply for licences. Since 2012, the Danish Gambling Authority has managed licensing, compliance and consumer protection, positioning Denmark as a leading model for balancing openness with strict regulatory oversight.
As of 2025, the market continues to evolve. With a population of nearly six million and a GDP of ~$429bn, Denmark’s gambling sector reported a GGR of ~$250m in recent years. Fresh regulatory updates include mandatory licensing for online casino and betting suppliers, and stronger enforcement tools for the regulator, including public disclosure of financial penalties. These developments signal Denmark’s ongoing commitment to maintaining a safe, transparent and accountable gambling environment.
Regulations
Denmark regulates all gambling verticals, as well as B2B services. These are following licences issued by the Danish Gambling Authority:
- Online casino.
- Sports betting and racing (both online and land-based).
- Land-based casino (No licences are currently available as only seven can be issued).
- Slot machines halls and restaurants.
- Poker tournaments.
- B2B.
To be eligible for a licence in Denmark, a company must be established either in Denmark or in another EU/EEA country. Key individuals involved in the company (eg board members, directors or significant shareholders) must meet specific criteria. They must:
- Be at least 21 years old.
- Not be under guardianship.
- Not be involved in bankruptcy, reconstruction or debt restructuring proceedings.
- Have no relevant criminal convictions that could raise concerns about their role in gambling activities.
- Have no overdue debts to the public sector.
Applicants must demonstrate that the business can operate professionally and responsibly. The regulator will assess financial stability based on:
- The ability to pay out winnings.
- Sufficient liquidity, either in cash or via guarantees (eg from a parent company or bank).
- Alignment of the business plan with financial forecasts.
- Availability of funds to cover day-to-day operations.
After receiving the licence, all operators must:
- Make the rules and other relevant information about their games easily accessible to both players and authorities.
- Never offer credit to players.
- Ensure land-based gambling venues are managed either by the licensee directly or an approved manager.
There are also some separate requirements depending on the gambling vertical.
- Sports betting – bets on the outcome of lotteries or random events are generally prohibited, except for bets on digitally simulated sporting events.
- Slot machines:
- Restaurants with an alcohol licence may install up to three prize-winning slot machines.
- Slot machines halls – no other types of games or commercial activities are permitted in such halls. Operating hours are 7:00am to 12am, and staff must be physically present at all times during opening hours.
- Racing – pool betting on track cycling, greyhound racing or pigeon racing is only allowed for organisers affiliated with the sport’s central federation. For horseracing, only associations with a prior history of such permissions can apply.
- Land-based casinos – all employees of land-based casinos must be approved by the regulator before starting employment. Minimum age for employment is 18.
- Public poker tournaments:
- To organise a public poker tournament, the applicant must be at least 18 and must not hold an alcohol licence for the venue in question. The licensee must notify the regulator at least 14 days in advance. Tournaments may not proceed unless at least eight players participate from the start.
- Player deposits must be made before the tournament begins and cannot exceed ~$60 per player per day (even if participating in multiple tournaments). Deposits must be paid in one transaction – no cash payments or top-ups during the game are allowed.
- The total prize pool cannot exceed ~$3,000, with a maximum of 25% used for direct costs (eg venue, website, cards). No individual player may win more than 50% of the total pool. Prize payments must be made by bank transfer – cash payouts are not allowed.
- B2B – game providers must be certified at all times according to the relevant parts of the gambling certification program that apply to their specific game types.
Licence cost and term
Online casino (five years):
- Application fee – ~$51,400 or ~$72,000 for both sports betting and online casino.
- Licence fee – from ~$10,200 to ~$957,000, depending on the GGR.
- Prolongation fee – ~$20,500, or ~$25,700 for holders of other gambling licences or prolongation for both sports betting and online casino.
Sports betting (five years) and racing (three years):
- Application fee – ~$51,400 or ~$72,000 for both sports betting and online casino.
- Licence fee – from ~$10,200 to ~$957,000, depending on the GGR.
- Prolongation fee – ~$20,500 or ~$25,700 for holders of other gambling licences or prolongation for both sports betting and online casino.
- Special contribution to horseracing – 8% of stakes quarterly.
Land-based casino (10 years):
- Licence fee – from ~$30,000 to ~$230,000, depending on GGR.
Slot machines (five years):
- Licence fee – from ~$280 to ~$895,000, depending on GGR.
Poker tournaments (two years):
- Application fee – ~$157.
B2B (five years):
- Application fee – ~$10,120.
- Licence fee – ~$6,750.
Taxation
Additionally, there is a:
- 22% corporate income tax.
- 25% VAT.
- 15-27% withholding tax.
Responsible gambling and AML
Denmark maintains a tightly regulated gambling environment with a dual focus on player protection and financial integrity. Operators must monitor player behaviour, verify identity, assess financial risk and maintain internal controls aligned with both responsible gambling and AML obligations.
Operators must actively track gambling patterns to identify signs of risky or addictive behavior, such as excessive spending or requests for credit. Staff are required to intervene where needed, using methods ranging from direct communication to referrals for treatment. All monitoring data must be stored for five years.
Self-exclusion must be available for temporary (minimum 30 days) or permanent periods, with the latter only lifted after one year upon request. Players must be informed about the national exclusion system (ROFUS) and available support services.
Internal procedures must reflect responsible gambling duties, with consistent application even when third parties are involved. All customer-facing staff must be trained, especially those handling support or risk assessments.
Operators must complete customer due diligence before play begins, verifying identity and, where needed, the source of funds. Accepted documents include national ID, passport or health insurance card; digital verification via MitID is allowed for low- and medium-risk players.
Due diligence is mandatory for:
- Transactions of ~$17,500 or more (single or linked).
- Currency exchanges above ~$580.
- Money transfers above ~$1,170.
Operators must reassess risk profiles regularly and apply enhanced checks when dealing with high-risk jurisdictions or suspicious activity. This includes continuous monitoring and additional documentation.
Any suspected money laundering or terrorist financing must be reported immediately, regardless of transaction size or outcome. If due diligence cannot be completed, and risk remains unresolved, the operator must suspend or terminate the business relationship.
Marketing
Marketing must present gambling as a form of entertainment and must not misrepresent the odds of winning. Any suggestion that gambling can solve financial problems or enhance social status is strictly prohibited. Advertisements must not imply that celebrities have gained success through gambling and under no circumstances can marketing target individuals under 18 – in either message design or media placement.
All gambling ads must include:
- Clear age restriction (18+).
- Contact information for the national responsible gambling helpline.
- Information about the self-exclusion register (ROFUS).
- The Danish Gambling Authority’s label to show the operator is licensed.
Bonus offers must disclose all terms and conditions transparently, directly alongside the promotion and in the same format and platform. Any attempt to obscure restrictions, delay disclosure, or mislead players through unclear benefits is not permitted.
Only licensed operators may engage in sponsorships. Sponsorships by unlicensed operators are treated as illegal advertising. While affiliate rules are not explicitly codified, the same standards on truthfulness, targeting and licensing apply.
Market specifics for entry
Denmark is widely recognised as one of the most stable and well-regulated gambling markets in Europe. Its long-standing regulatory framework, active player base and digital readiness make it an attractive destination for operators. However, this maturity also comes with challenges: the market is highly competitive, tightly controlled and not easy to penetrate without a clear long-term strategy.
The Danish gambling sector is already densely populated: there are 35 active licences for online casino, 23 for sports betting, 12 for poker, over 400 for slot machine venues, seven land-based casino licences and 58 licensed B2B providers. This saturation means that any new entrant must offer clear value, innovation or a differentiated brand position.
Therefore, it’s important to account for limitations: advertising is tightly restricted, and the high level of competition leaves little room for trial-and-error strategies. Success in Denmark requires not just entry, but strategic positioning, operational excellence and a long-term view.
The 4H view
By 2025, key developments of Danish market include mandatory certification for suppliers, stricter compliance controls and expanded oversight of B2B companies. Player behaviour is shaped by convenience, fast onboarding and personalised gameplay, while responsible gambling tools like self-exclusion are widely used. Engagement peaks around major events, with younger players showing growing interest in esports and live dealer games. The Danish market has fully transitioned to digital, with increasing engagement from younger demographics and rising mobile dominance: 67% of all bets are placed via smartphone.
Danske Spil remains the dominant force, alongside major international operators like FDJ United, bet365, LeoVegas and Betano. New entrants must compete in a dense, mature landscape where localisation, responsible design and strong compliance infrastructure are essential.
To succeed, operators should focus on mobile-first solutions, partner with certified providers and align products with Danish preferences. Regulatory expectations are high – but so is the market’s potential for those positioned to meet them.
The post The 4H View: Everything you need to know about Denmark first appeared on EGR Intel.
EGR has partnered with 4H Agency to deliver a monthly insight into regulated markets’ key requirements. This time, Denmark is in the spotlight
The post The 4H View: Everything you need to know about Denmark first appeared on EGR Intel.