Part 3: Marketing and affiliates
Part 3:
Marketing and affiliates
Marketing and ad spend
has driven sports-betting
and more recently
casino-led growth in
Denmark, with affiliates
still commanding
a growing share of
operator budgets
Although our
product has
been improved
significantly,
it is clearly
marketing – and
especially the
right digital
media mix –
that has driven
growth
Kim Olsen, Kindred
A positive view
When looking at the numbers, it
is clear that operators within the
Danish market are happy with
progress to date.
“If you look at the growth in
the market, it has been showing
consistently good growth – mostly
double-digit – since it opened up
in 2012,” says Morten Ronde, chief
executive of the Danish Online
Gambling Association (DOGA) and
managing partner at the Nordic
Gambling legal consultancy. “That
will satisfy any operator if they
achieved double-digit growth every
year.”
Indeed, the Danish market
performance since deregulation
in 2012 is oft-cited by proponents
of regulated online gambling as
reinforcing its status as one of
the model point-of-consumption
regimes. Although advocates may
have some slight qualms about the
20% tax rate, it is low enough to
have attracted many big names. It
remains only 2% higher than the 18%
rate set for Sweden next year, and
although the UK currently stands
at 15%, the chances are that for
igaming at least this will not last for
long.
Claus Jansson, senior business
manager at the Copenhagen-based
super-affiliate Better Collective
suggested that by becoming a
taxed and licensed regime relatively
early in the cycle of regulation in
Europe, operators had initially been
sceptical of entering Denmark.
However, this has changed more
recently. “Even though we have the
taxation on gaming, we have seen
more or less constant growth,” he
says. “That has been driven first,
by sports-betting, and then in the
Denmark: Insights and data on Europe’s pioneer model for igaming regulation
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