The Danish Gambling Authority (Spillemyndigheden) launched a public awareness campaign on Monday to educate parents about gambling-like aspects found in children’s video games. Named "Casino in the Children’s Room," the campaign aims to shift the conversation regarding children's digital habits from concerns solely about screen time to a deeper examination of the content and mechanics of the games they play.
Many children’s video games incorporate features akin to traditional gambling, such as loot boxes, random rewards, and in-game purchases. Anders Dorph, director of the Danish Gambling Authority, stressed the importance of not only discussing how much time children spend playing games but also understanding the psychological effects stemming from the games' reward structures. "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.
The campaign includes a short film that visually depicts a child's bedroom transforming into a casino, demonstrating how gambling themes and reward systems are embedded in games meant for young players. Additionally, the Authority is promoting a knowledge platform, StyrPåSpillet.dk, which offers extensive information on gaming and gambling features, potential risks of gambling addiction, and guidance for parents on discussing gaming with their children.
To increase public engagement, the regulator has also set up three temporary storefront designs resembling casinos in high-traffic areas: Bruuns Galleri in Aarhus, Vestergade in Odense, and Købmagergade in Copenhagen. These displays, titled "Casino Kids," serve as prompts for parents and onlookers to consider whether the games their children are engaging with might contain gambling-like features.
Denmark's campaign follows previous studies spotlighting the dangers of gambling-like components in games for minors. A report from the Swedish regulatory body, Spelinspektionen, last year indicated a correlation between younger players who engage with gambling features in video games and the emergence of risky gambling habits in adulthood. According to the findings, an alarming 87% of those who bought loot boxes before age 15 displayed problematic gambling behaviors as adults.
This initiative aligns with the Danish government's recent announcement of a revised bill intended to regulate gambling advertisements aimed at minors, which had initially been proposed in October 2025. Key provisions of the new legislation seek to prevent the inclusion of individuals under 25 in gambling ads and impose a total ban on gambling advertisements during live sports events. The industry has expressed strong disapproval of these reforms, with Morten Rønde, managing partner at Nordic Legal, remarking at the time that he was "shell shocked."
