The Danish Gambling Authority has published its annual report describing the authority’s work on illegal gambling. In the 2025 report, you can among other things read more about the Authority’s partnerships, website blocking efforts and visits to upper‑secondary education institutions.

Each year, the Danish Gambling Authority publishes a report explaining the rules that determine when gambling is legal in Denmark, and reviewing the initiatives carried out in the past year to combat illegal gambling.

One of the initiatives conducted annually as part of the fight against illegal gambling is the blocking of illegal gambling websites. In 2025, the DGA obtained district court orders to block 334 websites offering illegal gambling. The Authority has entered into a new cooperation agreement with the Danish Telecommunications Industry (Teleindustrien), which provides the basis for blocking mirror sites without a prior court order when the court has already ruled that the content of the original site is illegal.

The DGA also participates in several national and international partnerships focused on combating illegal gambling. For example, through a collaboration with Google, the DGA can report illegal gambling apps in Google Play, after which Google may remove the illegal content. Anders Dorph, Director of the Danish Gambling Authority, also serves as Chair of GREF (Gaming Regulators European Forum), where the focus is on supporting each other in combating illegal gambling and keeping one another updated on trends observed across the illegal gambling market in Europe.

2025 was also the year in which the DGA was once again invited to visit upper‑secondary education institutions across the country. There was an increasing number of inquiries from sports clubs in 2025 requesting gambling‑related presentations for both amateur and elite clubs, and the DGA’s team of presenters delivered 100 classroom presentations last year.

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Denmark is a mature and highly competitive iGaming market, where expensive traffic is offset by a financially strong audience with high LTV. Players are heavily engaged via mobile devices, making this GEO particularly attractive for affiliates focused on long-term profitability.

That’s why N1 Partners team has collected key insights on this GEO for affiliates to understand the local audience better and receive stronger results on gambling traffic.

Denmark is a relatively small yet one of the most digitally advanced countries in Northern Europe, with a population of around 6 million people. A high standard of living, near-universal internet penetration (99% of the population), and a well-developed digital infrastructure make it an attractive market for the iGaming industry. The capital city is Copenhagen, the local currency is the Danish Krone (DKK), and the time zone is CET (UTC+1).

Why Is Denmark Worth Your Attention?

Danish market is far from easy to crack. However, its mature audience and strong purchasing power make it especially appealing for affiliates working with high-quality traffic.

1. High players purchasing power.
   Denmark consistently ranks among the European countries with the highest income levels. According to Statistics Denmark, the average monthly salary is €6,900.

Users are willing to spend on digital entertainment and tend to view online casinos as a regular leisure activity rather than a one-time experience. This creates strong opportunities for long-term player retention and increased customer value for operators and brands.

2. Advanced digital environment.
   Danes are accustomed to handling most daily activities online, from banking and shopping to entertainment. Visa, Mastercard, PayPal, Dankort, MobilePay, and other modern payment methods are widely adopted across the country.

For operators and affiliates, this means fewer friction points throughout the customer journey, from registration to first deposit, ultimately contributing to stronger conversion rates and a smoother user experience.

3. Mature market.
   Denmark is one of the most established online entertainment markets in Europe. Users are highly familiar with digital products, make informed decisions when choosing platforms, and have increased expectations regarding service quality.

For affiliates, this translates into more predictable user behaviour, stronger engagement levels, and overall higher-quality traffic.

Audience insights

Danish users generally prefer straightforward communication without excessive pressure. They value transparency and clear engagement terms. As a result, creatives that highlight genuine product benefits often outperform aggressive promotional messaging.

An interesting angle for creatives is the use of maritime themes. Denmark’s long-standing connection to seafaring culture makes such visual concepts more relatable and recognizable for local audiences.

Within the online casino segment, there is strong interest in slots featuring engaging visuals, bonus mechanics, and fast-paced gameplay. Sports betting also represents a significant vertical, particularly for football, handball, and other popular regional sports.

According to Statistics Denmark, the most popular sports in the country are:

• Football
• Handball
• Tennis
• Golf
• Swimming

Player’s portrait

Audience distribution across N1 Partners projects is as follows:

• Men — 64%, average age 38

• Women — 36%, average age 42

This age profile typically indicates a stronger focus on brand trust, service convenience, and overall product quality. Players tend to place significant value on reliability, seamless user experiences, and well-established brands.

Devices

Traffic distribution in Denmark based on N1 Partners analytics:

• Smartphones — 73.39%

• Desktop — 11.91%

• Other platforms — 14.70%

The dominance of mobile traffic clearly highlights the importance of a mobile-first approach. Website performance, interface optimization, and frictionless payment flows directly impact conversion rates and overall campaign performance.

Top 10 slots on N1 Partners brands in Denmark

The N1 Partners team notes that Danish players tend to favor recognizable, visually engaging, and fast-paced slots featuring bonus mechanics, simple gameplay entry points, and well-known characters.

1. Rich Piggies: Bonus Combo
2. Elvis Frog TRUEWAYS
3. Wild Cash
4. Gold Rush with Johnny Cash
5. Fruit Million
6. The Big Race: Hold ‘N’ Link
7. Big Bass Splash
8. Aloha King Elvis
9. Snoop Dogg Dollars
10. Plinko 2

This top reflects a clear preference for visually appealing slots featuring familiar characters, rewarding bonus features, and straightforward gameplay mechanics.

For creatives and promotional campaigns, this serves as a useful benchmark: Danish audiences often respond well to an entertainment-driven approach, where the product is positioned as an accessible and enjoyable form of leisure.

Conclusion

Denmark remains one of the most stable and attractive Tier-1 markets for iGaming affiliates.

When targeting this GEO, affiliates should keep the following factors in mind:

• Optimize funnels for mobile traffic;
• Use direct and transparent communication;
• Focus on entertainment-driven creatives;
• Prioritize player retention alongside FTD acquisition;
• Leverage the audience’s interest in sports-related content;
• Minimise friction between registration and first deposit.

Already working with Tier-1 markets or planning to scale traffic across Scandinavia?

N1 Partners gives affiliates access to 14+ casino and sportsbook brands with strong LTV and Reg2Dep performance across Tier-1 GEOs.

Get in touch with your affiliate manager and join N1 Partners today!

The post Inside GEO Guide to Denmark’s iGaming Market appeared first on EE Gaming | Global iGaming & Tech Intelligence Hub.

According to Section 7(1) of the Anti‑Money Laundering Act, gambling operators are required to identify and assess the risk that they may be misused for money laundering. The risk assessment must be based on the operator’s business model and must cover risk factors associated with customers, products, services and transactions, as well as delivery channels and countries or geographical areas.

The Danish Gambling Authority points out that this obligation means that any new technology used by a gambling operator must be risk‑assessed before it is launched, ensuring that no part of the operator’s business remains unassessed. New technology could, for example, include the introduction of new games or new payment solutions. The introduction of new technology therefore constitutes a change to the operator’s business model, which requires an update of the risk assessment.

When launching a new game product or other technology with which the operator has no prior experience, the operator must investigate whether relevant sources exist that can support the risk assessment.

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