Danske Spil has announced a new collaboration with the Danish Football Association (DBU) that will see the pair work on a new initiative to stop gamblers underage.
The partnership is ahead of the flagship campaign ‘Sikkert Spil’ by Danske Spil, which will roll out a new Game ID to anyone who wants to play in stores, regardless of their age and deposit.
Niels Erik Folmann, director of Danske Licens Spil, which is offering Tips and Oddset among other items, said: “Games are for adults and not for children. For many years we have been concerned with ensuring that no children and young people play, for example, Oddset or other bets in the shops.
“But despite the fact that we, together with the operators, have made a great effort, we must unfortunately state that we have not been able to fully prevent minors from playing. We are now taking the consequences of this by requiring everyone to have a personal Game ID if they want to play with us.”
The DBU has shown support for the Game ID and Sikkert Spil campaign by opting to carry the campaign logo on its training clothes when the Danish national team meets on August 31 to prepare for the matches against Belgium and England in the Nations League.
Moreover, the campaign would benefit from more branding publicity made evident at arenas, social media outlets and platforms.
DBU chief executive Jakob Jensen added: “It is a good and responsible measure to prevent children and young people from playing. We are pleased that Danske Spil is taking the lead and introducing Game ID as part of responsible gaming.
“Therefore, we are pleased that our national team can help to make the campaign even better known, so that together we fight gambling addiction and other shadowy aspects of betting as a whole.”
Summer 2020 saw Danske Spil make sweeping changes to its executive leadership team that announced Peter Christensen’s dual appointment as new Chairman, backed by former broadcasting executive Nikolas Lynhe-Knudsen as CEO.
Taking the leadership of Danske Spil, Christensen and Lynhe-Knudsen emphasized that the state-owned operator should concentrate fund raising on the core social areas of ‘‘cultural life, sports, health and the protection of the environment and climate change’ disrupted by the COVID-19 pandemic.’