The future of the industry

Denmark will increase smart regulation: deeper integrate ROFUS online and offline, introduce behavioral analytics and personal limits, develop MitID verification and scoring of game availability.

Advertising will continue in a moderate format with more stringent requirements for affiliates and transparency of bonuses.

Payments will shift to instant open-banking and "cashless" with expanded AML/KYC and verification of source of funds; blocking of unlicensed sites and payment routes will increase.

Operators invest in antifraud, match fix monitoring and AI RG tools; content with "controversial" mechanics (autospin, loot boxes, feature-buy) will be regulated more carefully.

Omnichannel will strengthen: compact ground platforms + mobile UX and a single player profile.

The key risk is to "squeeze" the market and increase the gray segment; the regulator's goal is to maintain high sewerage while minimizing harm and stable tax revenues.