Danish gambling market: digital rises as land-based declines
The regulated gambling sector in Denmark is moving in a clear direction: digitalisation. In the first half of 2025, the market reached a total turnover of DKK 3.8 billion, equivalent to around €509 million, marking an increase compared to the DKK 3.6 billion recorded in the same period in 2024. Figures released by the national authority highlight an evolution increasingly favouring online channels at the expense of traditional formats.
Online casinos lead the growth
With revenues exceeding DKK 1.9 billion, online casinos now account for more than half of the market, representing 52.5% of the total. The segment recorded growth of 15.6% year-on-year, with a particularly strong surge in May when the increase surpassed 40%.
Online slots remain the backbone of this vertical, generating almost 80% of digital revenues, followed by table games such as blackjack and roulette. Mobile play dominates, accounting for more than 65% of wagers, with the remainder placed via desktop.
Sports betting slows down
The picture is different for sports betting, which closed the period at DKK 1.03 billion, equal to 27.3% of overall revenue. The segment slipped by 8.7% compared to the previous year, signalling a cooling of demand. Nevertheless, mobile continues to be the primary channel for Danish bettors, generating over 70% of total stakes.
Player behaviour reflects established patterns: activity peaks over the weekend, particularly on Saturdays and Sundays, confirming the strong link between leisure time and betting activity.
Slot machines and land-based casinos under pressure
The results for traditional slot machines are less encouraging, with revenues totalling DKK 577 million, down 1.1% year-on-year. The majority of machines remain located in dedicated gaming halls (80%), while the remaining 20% are installed in restaurants.
Analysis of playing patterns shows the busiest hours between 2 p.m. and 8 p.m., with activity peaking in the late afternoon. Fridays stand out as the most active day of the week. Land-based casinos and bingo continue to hold a marginal role: casinos generated DKK 177 million (4.7% of the market), while bingo barely reached DKK 14 million (0.4%).
A digital transition becoming irreversible
The overall picture points to a structural transformation: digital gambling, particularly mobile access, has become the driving force of the Danish market. The physical component, while still present, continues to lose ground in favour of online platforms.
This trend mirrors global dynamics where consumers prefer more flexible, immediate experiences accessible anytime, anywhere. For operators, the implications are clear: increased investment in robust platforms, secure payment systems, and product innovation.
In Denmark, as across other European markets, the direction is unmistakable. The future of entertainment is digital, and the pace of online growth leaves little doubt that the shift away from traditional formats is not a passing trend, but a long-lasting and structural change.
This article was first published in Italian on 22 August 2025.
