Ladbrokes planning to enter Denmark

The Danish government revealed its intention earlier this year to implement a partial regulated liberalisation of its domestic gaming market in order to better protect players and guarantee revenues for social causes.

According to an outline proposal made to the European Commission last week, Denmark’s plan would end the 60 year-old monopoly enjoyed by State-owned Danske Spil and could be implemented as early as next year. The proposed legislation would also see Denmark comply with European Union law after it received a reasoned opinion from the European Commission in 2007.

“While the Swedish Government has chosen to put forth arguments for a gambling market inconsistent with the demands of consumers, Denmark now chooses another way,” said Lasse Dilschmann, CEO for Ladbrokes Scandinavia.

“This is something we welcome as we finally see the beginning of the end of the gambling politics currently dominant in the Nordic region, which lacks a connection to reality and serves a primary purpose of maximising profits for the State.”

The nation plans to offer private operators an unlimited number of licenses for approximately 403,000 euros to 537,000 euros each per year that would allow these to provide online casino, sportsbetting, poker to its citizens in competition with Danske Spil.

Ladbrokes’ Country Manager for Denmark, Richardt Funch, revealing that, although the cost may put off smaller companies, his firm believes Denmark’s proposals represent a viable proposition.

“We are aiming and planning for a licence because Denmark is an important market for us and the restrictions and conditions do not look more frightening than in Italy and Spain, which are other territories we have gone into,” said Funch.