Danske Spil has confirmed a new partnership with the Danish Football Association (DBU) which will see the duo collaborate on a new campaign to protect underage gamblers.
The partnership comes ahead of Danske Spil’s flagship ‘Sikkert Spil’ campaign, which will roll out a new Game ID to everyone who wants to gamble in stores, regardless of age and deposit.
Niels Erik Folmann, director of Danske Licens Spil, which, among other things, offers Tips and Oddset, 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 its support of the Game ID and Sikkert Spil campaign by opting to keep the campaign logo on its training clothes when the Danish national team meets on 31 August to prepare for the Nations League matches against Belgium and England.
In addition, the campaign will benefit from further exposure with branding made visible at stadiums, social media channels and platforms.
Jakob Jensen, CEO of DBU, 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 undertake sweeping changes to its executive leadership team confirming the double appointment of Peter Christensen as new Chairman, supported by former broadcasting executive Nikolas Lynhe-Knudsen as CEO.
Taking leadership of Danske Spil, Christensen and Lynhe-Knudsen underlined that the state-owned operator would focus fund raising on the key social areas of ‘cultural life, sports, health and the protection of the environment and climate change’ disrupted by the COVID-19 pandemic