Betsson applies for Danish online casino license

Online casinos wanting to be considered for one of the first round of online casino licenses to be handed out in Denmark on 1st January next year had to get their applications in by Monday (17th).

No doubt quite a few of the big EU based brands made the cut-off.   One that definitely has is Betsson who announced their formal application today.  Their release read:

“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.”

No surprises really, given Betsson is a company with strong Scandinavian roots and a good understanding of the local market. They’ve already declared their intention to grow brand awareness through sponsorship of Danish football and it looks like they already have a few deals stitched up in anticipation of getting their licenses.  Manager of Denmark operations, Richardt Funch said in the release:

“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.”

What does all this mean in practice?

If you’re a Betsson live casino (or other product) player from from outside Denmark, nothing changes.

If you’re playing from Denmark, on 1 January (assuming they get a license) you’ll be introduced to a new ‘.dk’ website built to comply with the local regulations. According to the new Danish gaming legislation online casino games including blackjack, roulette, baccarat and punto banco are all permitted so Betsson’s current live game suite should be able to be offered.

Whether the company chooses to make them available from their new .dk site straight away…we (or more particularly Danish players) will have to wait and see.

Danes will also start to see a lot more of the Betsson brand about the place.  Some time down the track it’s conceivable the Betsson logo will be on the shirts of teams like Midtjylland, Brøndby, Silkeborg or perennial champions F.C. Copenhagen?