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Danish government introduces new social responsibility controls for gambling
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The Danish government has proposed new social responsibility controls on licensed gambling companies, with a focus on improving player protection standards in the market.
The government issued draft executive order, which puts in place a number of new requirements on operators, such as mandatory deposit limits, and a requirement for problem gambling support resources to be prominently displayed.
The most notable controls are on sales promotions, bringing in limits on how operators can market offers to players, and restrictions on the sums that may be offered.
These constraints on sales promotions are clearly spelt out, with operators required to immediately award any money on offer to players when these conditions are met.
The following are the other controls:
Players must be required to deposit no more than DKK1,000 (£120.7/€133.9/$154.3), and no sum above this amount may be offered through the promotion. Wagering requirements must not exceed more than 10 times the players’ stake. Any money won through the promotion must not be subject to any such requirements.
Players must be given at least 60 days to fulfil the terms of a promotion, and no offer can be tailored to a single player—at least 100 players must be targeted with the same offer.
The social responsibility controls will see operators required to display links to country’s problem gambling helpline and self-exclusion system ROFUS on their website or user interface at all times. They must also place a link to their licence from the country’s regulator Spillemyndigheden on the upper left or right-hand corner of each web page.
Licensees must also have all players set weekly, daily or monthly deposit limits before they are permitted to start gambling. Operators will also be required to familiarise themselves with each players’ gambling habits, to ensure they can quickly flag any potential problems as soon as they arise.
All information on player’s behaviour, as well as a risk assessment, must be kept on file for at least five years. Licensees will also be required by law to develop internal rules and processes for responsible gambling, as well as train staff to ensure all employees are familiar with these processes.
Rules for self-exclusion have also been tightened, with the regulator required to determine the periods for which players can block access from gambling. Those that self-exclude are to be added to a centralised database, which will be available to all licensees, and have the option to be removed from this list from seven days—and up to 30 days—after requesting they be added.
Operators must check the self-exclusion register before allowing any player to sign up for their services. Before any player receives marketing materials from an operator, the licensee must check the self-exclusion register.
All marketing materials must also include an age restriction, as well as links to ROFUS, the problem gambling helpline and clearly show that the operator in question is licensed by Spillemyndigheden.
The proposals have been put to the iGaming industry for consultation, with submissions accepted until February 4.
Source: Latest News on European Gaming Media Network
This is a Syndicated News piece. Photo credits or photo sources can be found on the source article: Danish government introduces new social responsibility controls for gambling

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Vixio Finds Over €36m in AML Fines Issued in Europe in the Last Year
Vixio, a leading provider of regulatory intelligence solutions, is proud to announce its Anti-Money Laundering (AML) Outlook, which found that regulators are cracking down on money laundering weaknesses with severe consequences, totaling over €36m in fines from March 2024 to March 2025 in Europe alone.
Vixio’s AML Outlook examines the challenges of complying with AML requirements in jurisdictions around the world, outlines regulators’ efforts to thwart criminal activity, and considers how payments and gambling firms can prevent being caught up in money laundering scandals.
The report found that in the last year, in the European area alone, there have been around 30 enforcement actions from regulators fining payments and e-money firms for falling short in their adherence to AML/CTF rules.
Financial institutions found to have money laundering weaknesses face profound consequences, with prosecutors and regulators alike generally unwilling to be empathetic on this matter. For example:
- In March 2025, Germany’s regulator, BaFin, fined Ratepay €25,000 over suspected money laundering.
- In February 2025, Estonia’s Money Laundering Data Bureau revoked B2BX Digital Exchange OÜ’s licence for failing to implement proper customer due diligence, transaction monitoring and risk assessments.
- The Bank of Lithuania, meanwhile, revoked Foxpay’s licence in November 2024 for systemic AML/CTF and governance failures, including fund mismanagement and conflicts of interest.
John Gidla, Head of Payments Compliance, Vixio, explains, “Although AML compliance involves significant costs for payments firms – including investment in transaction monitoring systems, customer due diligence (CDD) processes and ongoing staff training – the consequences of failure can be significant. In addition to financial penalties, failing to prevent money laundering can severely damage a firm’s reputation, leading to loss of customers, partners and investor confidence. Maintaining a strong compliance framework is crucial for preserving trust and long-term business viability.”
Until now, the EU’s AML enforcement has been more fragmented, but the EU’s new Authority for Anti-Money Laundering and Countering the Financing of Terrorism (AMLA) could be a significant step towards addressing AML enforcement and closing gaps that criminals have been exploiting for years.
Regulatory scrutiny means that firms need to implement know your customer (KYC) procedures, monitor transactions on their systems for suspicious activity and report concerns through suspicious activity reports (SARs) to the relevant authorities.
The post Vixio Finds Over €36m in AML Fines Issued in Europe in the Last Year appeared first on European Gaming Industry News.
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UFC Champion Valentina Shevchenko Joins Stake as Global Brand Ambassador
Leading betting platform Stake proudly announces that Ultimate Fighting Championship (“UFC”) Women’s Flyweight World Champion, Valentina Shevchenko, has signed on as a Global Ambassador for the brand.
One of the most iconic and celebrated athletes in combat sports, Shevchenko currently reigns as the UFC Flyweight World Champion and holds the coveted No. 1 spot in the UFC’s Women’s Pound-for-Pound rankings. A Muay Thai specialist from Kyrgyzstan, Shevchenko has dominated the MMA world since her UFC debut in 2015, and continues to build her legacy as one of the sport’s all-time greats. She will next defend her title on May 11 against top contender Manon Fiorot of France.
With this partnership, Shevchenko joins a championship roster of Stake ambassadors that includes UFC stars Merab Dvalishvili, Alexandre Pantoja, Max Holloway, Alex Pereira, and Israel Adesanya.
Speaking on the partnership, Shevchenko said:
“Stake has become one of the most important and exciting partners of the UFC, and I’m proud to now be a Global Ambassador for the brand. Stake is the home of champions, and I’m excited to work with its incredible team.”
Akhil Sarin, Chief Marketing Officer at Stake, added:
“We’re absolutely thrilled to welcome Valentina to the Stake family. It’s rare to see a true legend of the sport still performing at the absolute highest level, and we’re excited to build a long and successful partnership together. We feel that the Stake brand is now synonymous with the UFC, and our relationships with the very best athletes in the sport helps us continue to grow in the MMA sphere.”
The post UFC Champion Valentina Shevchenko Joins Stake as Global Brand Ambassador appeared first on European Gaming Industry News.
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PRace launches as gambling industry’s first truly integrated B2B marketing agency
Having already serviced 10 big-brand industry clients since 2024, Nicholas Brown and Aiste Garneviciene announce official launch
PRace, a new disruptor marketing agency focused exclusively on the B2B gambling industry, has today announced its official launch – bringing a transformative, data-driven approach to lead generation and sales.
PRace aims to revolutionise how B2B marketing is delivered by offering the first truly comprehensive and integrated service, with a core specialisation in data-driven lead generation and the creation of end-to-end sales funnels.
Leveraging deep industry expertise, PRace has already grown to a 15-person team of industry experts since its inception.
PRace’s approach fills a significant gap in B2B marketing left by its traditional competitor agencies, offering a serious competitive advantage for both PRace and its clients.
The agency was founded under the radar in 2024 by industry experts Nicholas Brown, formerly of Square in the Air, and Aiste Garneviciene, former COO of BetGames and SBC Leader of the Year 2020.
With Relax Gaming and Amelco as its founding clients, PRace now counts more than 10 top-tier industry brands in its portfolio – as well as approaching more than one million Euros in annual projected revenue.
Following today’s official launch announcement, the agency will be publicly announcing its leadership team in the coming weeks.
Commenting on the launch, Nicholas Brown, Co-Founder of PRace, said: “Having been in marketing since the early 2010s –and being instrumental in building the success of Square in the Air, I saw a clear opportunity to address a significant gap in the market alongside a fantastic friend and former client, Aiste Garneviciene.
“The B2B gambling industry is ripe for a more sophisticated, data-led approach to marketing that goes beyond traditional services. We’re here to deliver exactly what every other B2B marketing agency already does outside of our industry – using data-driven strategies to create demand, leads and sales.”
Co-Founder and CEO of PRace, Aiste Garneviciene, commented: “As one of the founding team members of BetGames in 2012, I know firsthand what it takes to truly build and scale a brand. From establishing credibility and educating the market – to driving qualified leads and sales.
“Each stage demands a different strategy and PRace is the first agency that can deliver that. We’re bringing a fresh perspective, deep industry expertise and a proven methodology that’s already serviced 10 top-tier clients. If you’re ready to make marketing your biggest growth engine – get in touch!”
The post PRace launches as gambling industry’s first truly integrated B2B marketing agency appeared first on European Gaming Industry News.
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