Betsson group applies for Danish gaming license

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Betsson group applies for Danish gaming license

17.10.2011

The Betsson Group has formally applied to the Danish gaming authority for licenses to offer sports betting and online casino games and poker in Denmark.

The new regulatory framework will come into effect on 01.01.2012 and essentially end the existing monopolistic market for online casino, poker and sports betting. Bingo and scratch will not be part of the regulation.

The Betsson Group plans to operate its existing brands under the new localized framework with betsafe.dk, betsson.dk and casinoeuro.dk. Richardt Funch, Country Manager for Denmark, commented on the application process:
‘We are looking forward to becoming part of the new regulated market in Denmark. Being part of the regulated market will require more administrative resources and we will pay a higher gaming tax rate but we truly believe it's all worth it. We will get access to a wide range of new business and marketing opportunities for all our brands. For example, we will be sponsors of the football Superliga and 1st Division (that will be renamed Betsafe Ligaen). And this is only the beginning.

Kevin Saliba, Affiliate Director for the Betsson Group, also commented on the license application and specifically on how it would affect affiliate partners:

‘The new regulatory framework will bring forth a new market reality that all parties will need to adapt to in order to be successful. Existing rules covering the promotion of ‘.com’ brands will need to be reassessed and tweaked to ensure compliance with the local ‘.dk’ framework and guarantee the long term profitability of our brands and partners. Betsson group has made a strategic decision to focus on Denmark, and our affiliate partners will play an important role in achieving this goal. Affiliate Lounge represents some of the strongest brands in Denmark and we look forward to operating under this new market dynamic’.

Key to the regulation is the introduction of a local gaming tax charged on game-win, in the case of casino and sportsbook, and rake for poker. From the 1st of January 2012, Affiliate Lounge will introduce a new commission model specifically for ‘.dk’ labels with all existing and new affiliated players registered in Denmark falling under this new model.

Best regards,
Affiliate Lounge