Danske Spil combats underage gambling with Danish national team deal

Danske Spil has agreed a deal with the Danish Football Association (DBU) to showcase responsible gambling messages on the training tops of Denmark’s national football team. Under the terms of the deal, safe play messaging will feature on the training tops during preparation for forthcoming UEFA Nations League matches with Belgium and England in September. Responsible gambling-led messaging will also be visible within the 38,000-seater Telia Parken stadium and across other channels and platforms during both matches.

The agreement forms the first step in Danske Spil’s new ‘Safe Play’ campaign, which aims to completely stop underage betting through the use of a personal game ID. From the beginning of September, individuals can register to obtain the new ID, which can be downloaded from Google Play and the App Store as an app for mobile and is available in hard copy form. In addition, a TV and print media advertising campaign will begin in September, with further Safe Play messaging being displayed in stores which offer sports betting via Danske Spil. Use of the game ID will become mandatory for all sports bettors in October. Danske Spil CEO Niels Erik Folmann said introduction of the new game ID system was necessary due to the previous failure of the business to block all underage betting. “Games are for adults and not for children. For many years we have been concerned with ensuring that no children and young people play, for example, Oddset or other bets in the shops,” Folmann explained. “But despite the fact that we, together with the dealers, have made a great effort, we must unfortunately state that we have not been able to fully prevent minors from playing. “We are now taking the consequence of this by requiring everyone to have a personal game ID if they want to play with us,” Folmann added.