extent and potentially the limits of the shifts from land-based to online and also from desktop to mobile .
The regulation of online certainly grew the total regulated Danish gaming market and led to a reasonably decisive shift from both land-based betting and gaming to the regulated online arena . In 2019 online was worth 54 % or DKK5.2bn (£ 633.5m /€ 698.5m ) of the total market ’ s GGR of DKK9.7bn . Land-based gaming , which includes gaming machines and casinos as well as betting outlets , fell to DKK4.5bn .
It is notable , though , that until this year the percentages of total GGR represented by each of landbased , desktop and mobile had stabilised at 34 %, 50 % and 17 %, respectively . It is a levelling out that might provide some comfort to those involved in retail gaming both in Denmark and elsewhere , suggesting that it can still compete against a fairly liberalised online sector .
This year will , of course , provide a very different set of data . In the first half , land-based gaming was shuttered in Denmark , as was the case elsewhere , leading to a consequent rise in online , with casino gaming being the most obvious beneficiary . All eyes will now turn to the data for the second half and into next year to see if the pandemic and its attendant lockdowns have permanently changed the balance between online and land-based .
PLAYERS SPLIT IN PORTUGAL
The final contribution to the
debate on channelisation in this issue of Market Monitor comes with a report from the Portuguese market . A report commissioned by the Portuguese online operator association Associação Portuguesa de Apostas e Jogos Online ( APAJO ) from Aximage found that almost half of Portuguese gaming consumers were prepared to play with both offshore and onshore operators .
The evidence – the reasons cited by users for playing with either licensed or unlicensed operators – suggests the regulated sector has to work on persuading consumers that it can match the offshore sector on bonuses and odds . Where it has a distinct advantage though is in terms of security , which also suggests the message on regulating online does resonate with consumers .
November 2020