The Danish Gambling Authority (Spillemyndigheden) launched a public awareness campaign on Monday to educate parents about gambling-like elements found in children's video games.
Named "Casino in the Children’s Room," this initiative aims to shift the conversation surrounding children's digital behavior from just concerns about screen time to a broader examination of the in-game features and mechanics.
Many video games designed for kids incorporate elements that closely mimic traditional gambling, such as loot boxes, random rewards, and in-game purchases. Anders Dorph, director of the Danish Gambling Authority, pointed out that while discussions often focus on the amount of time children spend gaming, it is crucial to also consider the psychological effects of the games' reward systems.
"The debate about children and digital media is often about screen time. But it is also important to take an interest in the content of the games and the mechanisms that children encounter when they game," Dorph stated.
As part of this campaign, a short film was created to visually depict a child’s bedroom transforming into a casino, showcasing how gambling themes and reward systems are intertwined with games aimed at young audiences. In tandem with the film, the Authority is promoting StyrPåSpillet.dk, a knowledge platform that offers comprehensive information about gaming, the gambling features within games, gambling addiction risks, and guidance on how to have constructive discussions with children regarding their gaming habits.
To enhance visibility, the regulator has erected three temporary storefront displays fashioned to resemble casinos, located in prominent areas such as Bruuns Galleri in Aarhus, Vestergade in Odense, and Købmagergade in Copenhagen. Called "Casino Kids," these displays aim to encourage parents and onlookers to consider whether the games their children are engaging with contain gambling-like features.
Denmark is not alone in addressing the potential challenges posed by gambling-like features in games for underage players. A previous report from the Swedish gambling regulator, Spelinspektionen, identified a connection between young adults who engaged with gambling through video games as minors and subsequent risky gambling behaviors. It found that 87% of those who had bought loot boxes before turning 15 exhibited problematic gambling behaviors in adulthood.
This campaign coincides with a significant legislative push, as the Danish government announced a re-submission of a bill targeting gambling advertisements aimed at minors, originally proposed in October 2025. Key components of this legislation include prohibiting advertisements featuring anyone under 25 and a total ban on gambling ads during live sporting events.
Morten Rønde, managing partner at Nordic Legal, expressed strong opposition to this package of reforms, stating he was "shell shocked" by the proposals.
