The Danish Gambling Authority (DGA/Spillemyndigheden) revealed a new advert from its “Play it Cool” campaign, which aims to increase awareness of gambling-related harm and the use of the regulated market.
Danish Gambling Authority Reveals New Add
The campaign aims to raise awareness of the Danish Gambling Authority’s round license mark and encourage more people to look for it when choosing gaming providers, promoting those with a Danish license over others. The new short film will be shown on social media, streaming platforms (including TV channels and Twitch), as well as in fitness centers and educational institutions. DGA aims to target mostly young men aged 18 to 24 with its campaign, which is why it will be distributed through channels where this audience is most active.
DGA’s film takes a humorous approach, featuring two young men playing mobile games for money. Suddenly, a rough-looking man approaches and loudly asks if they’re “playing smart.” The young men are caught off guard and visibly confused. However, it becomes clear that the older man is simply offering a light-hearted reminder to choose a gaming provider licensed by the DGA, “if they absolutely have to play,” as the film puts it.
As part of its campaign, DGA will also place posters at bus stops and train stations in Denmark’s largest cities. Each poster is tailored to its specific location with a humorous twist. For example, in Aarhus, the poster will read “People in Aarhus play so smart, don’t they?” while those in Odense will read “People in Odense play scary smart.”
Some Danish Players Still Use Unlicensed Gambling Platforms
Anders Dorph, Director of the Danish Gambling Authority, stated that fortunately, most Danish players gamble using legitimate providers. According to the latest figures from the DGA, 91.5% of Danes’ online gambling takes place on licensed sites. While the DGA considers this a positive development, it also highlights that nearly 10% of online gambling still occurs on unlicensed platforms, which lack the same level of consumer protection. As a result, the DGA is emphasizing the importance of players looking for its official license label when gambling online.
Denmark already has a stable gambling industry with many players, with spending on gambling increasing in early 2025. And while more than 90% of these players are using legitimate websites, the DGA hopes it will bring the rest of the players under its umbrella.