Denmark Launches Campaign Against Gambling-Like Features in Children’s Games
Denmark.- 27 October 2026 | www.zonadeazar.com The Danish Gambling Authority (Spillemyndigheden) launched a new public awareness campaign on 26 October 2026 to inform families about gambling-like mechanisms embedded in video games played by children and teenagers.
The initiative, entitled “Casino in the Children’s Room” (Kasino på børneværelset), aims to broaden discussions about children’s digital habits and highlight gaming features that may resemble traditional gambling experiences.
The campaign forms part of Denmark’s wider efforts to strengthen the protection of minors against gambling-related risks.
Loot Boxes and Random Rewards
One of the campaign’s main objectives is to raise awareness of loot boxes.
These features provide virtual rewards whose contents are determined randomly. In certain video games, players must pay to access them.
The regulator also highlights other mechanics that may resemble gambling:
- Random reward systems that encourage repeated participation.
- In-game purchases linked to virtual prizes or benefits.
- Chance-based mechanics resembling features commonly found in casinos.
- Systems that may make problematic behaviour more difficult to recognise.
The authority wants parents to understand these mechanisms and discuss how they work with their children.
Anders Dorph Highlights the Importance of Gaming Content
Anders Dorph, Director of Spillemyndigheden, explained that discussions about children’s video gaming frequently focus on the amount of time spent looking at screens.
However, he believes it is equally important to examine the content of games and the experiences they provide.
Dorph emphasised that families should understand the reward systems encountered by their children, particularly when they share characteristics with gambling products.
The objective is not simply to reduce screen time, but to encourage a deeper understanding of the potential risks associated with certain gaming features.
A Children’s Bedroom Transformed into a Casino
The campaign includes a short film in which a child’s bedroom is visually transformed into a casino.
Through this representation, the regulator aims to demonstrate how some video games incorporate elements traditionally associated with gambling.
Three temporary installations branded “Casino Kids” have also been introduced at commercial locations across Denmark:
- Bruuns Galleri, Aarhus.
- Vestergade, Odense.
- Købmagergade, Copenhagen.
The displays resemble casino shopfronts and are intended to encourage parents and passers-by to consider the digital experiences available to children.
Guidance for Parents and Educators
Spillemyndigheden is also promoting StyrPåSpillet.dk, an information platform covering gambling and its potential risks.
The website provides guidance on:
- Differences between video gaming and gambling.
- How loot boxes operate.
- Risks associated with certain gaming mechanics.
- Preventing problematic behaviour.
- Discussing gaming activities with children and teenagers.
The initiative aims to equip families with practical information to identify potential risks and support their children’s digital habits.
Research into Underage Exposure and Gambling Harm
The campaign also draws attention to international research examining early exposure to gambling-like mechanisms.
A report published in 2025 by the Swedish Gambling Authority (Spelinspektionen) identified an association between purchasing loot boxes during childhood and certain risky gambling behaviours in adulthood.
According to the findings cited, 87% of participants who had purchased loot boxes before the age of 15 displayed indicators of risky gambling behaviour as adults, within the population examined.
This finding identifies a statistical association but does not, on its own, establish that purchasing loot boxes causes gambling disorders later in life.
Denmark Prepares Further Advertising Restrictions
The campaign coincides with the progress of proposed legislation designed to strengthen gambling regulation.
In October 2026, the Danish Government resubmitted a bill introducing additional restrictions on gambling advertising.
The proposed measures include:
- Prohibiting gambling advertising during live sports broadcasts, including the ten minutes before and after an event.
- Preventing the use of people under 25 in gambling advertisements.
- Strengthening restrictions on promotional content targeting children and teenagers.
- Expanding the regulator’s enforcement powers against unauthorised gambling activities.
These provisions remain part of a legislative proposal and should not be confused with measures already fully implemented.
Industry Impact and Next Steps
The campaign broadens the scope of safer gambling initiatives by addressing reward mechanisms present in video games intended for children.
For the iGaming and video games industries, it highlights growing regulatory attention to the distinctions between digital entertainment, monetisation and gambling-like experiences.
Denmark aims to strengthen preventive education and provide families with the tools to recognise potentially harmful mechanics before problematic behaviour develops.
Editó: @fonta
