Part 2: Operator review
Part 2:
Operator review
Danske Spil is still the
undisputed market
leader in Demark,
despite seeing its share
eroded by the likes of
Betsson, Kindred and
Bet365 in recent years
12
Market share pointers
Danske Spil
Danske Spil is the market leader
in terms of the Danish regulated
gaming market. Under its Danske
Licens Spil business unit it runs
the Oddset brand – which offers
both online and land-based sports-
betting as well as casino operations
– in addition to its TIPS, Casino and
Poker brands. The latest venture is
YouBet, which we will discuss later
in this report.
According to the annual
report for 2017, Danske Licens
Spil generated total revenues of
DKK1.69bn. The report then breaks
this down between online, worth
DKK1.02bn, and offline, which
contributed DKK669m.
The DKK1.02bn figure is a
significant peg for Danske Spil’s
market share. When compared
with the overall online market of
DKK3.34bn we can see that Danske
Spil is worth 30.6% of the total
market.
Breaking down the land-based
betting revenues, the DKK669m
figures would suggest Danske
Spil is worth over 80% of the total
land-based betting market of
DKK799.5m in 2017. See later in this
report for a breakdown of land-
based betting.
The 30.6% figure represents
something of a decline for Danske
Spil which, at the time of the initial
opening in 2012, controlled 37%
of the market. Despite the recent
decline, the market share would
appear to have stabilised (it rose 10
basis points last year from 30.5 in
2016).
Still the company would appear
to be suitably wary of sitting on its
current laurels, hence the recent
launch of the YouBet brand which
runs on the SBTech platform.
Niels Erik Folmann, Danske
Spil chief executive, has said the
company’s strategy is to maintain
its market share and that the new
brand will target players who
“demand a deep sports and casino
offering.” Reading between the lines,
this equates to seeking a younger
demographic than currently served
by Oddset.
Reading between the
lines, this equates to
seeking a younger
demographic than
currently served by
Oddset
Denmark: Insights and data on Europe’s pioneer model for igaming regulation