Prima Networks is now powering 25% of licensed brands in the newly regulated Denmark online gaming market, the Microgaming-owned online gaming software supplier has announced.
Thirty four brands, including Ladbrokes and Unibet, are now running on Prima’s poker and casino software in Denmark, representing a quarter of the licences handed out to date by the Danish Gambling Authority, according to the company this week.
The legal Danish online gaming market opened for business on 1 January 2012, when the first licences were handed out to operators. The market has been heralded by the online gambling industry as a model for other soon-to-regulate markets in Europe due to its decision to open all the major products and games to competition – with the exception of bingo and horse race betting – and to levy a flat 20% gross profit tax rate.
In contrast to the segregated poker player pools in Italy and France, the Danish regulator also took the pragmatic decision to allow licensed poker operators to tap into international liquidity pools, recognising this would result in a more competitive offering to Danish poker players and increase the likelihood of their playing on the regulated sites rather than with non-Danish regulated sites, also ensuring the Danish government is able to tax and regulate the activity effectively.
Loraine Schoevers, director of Prima Networks, said: “The regulation of the Danish market is great for gamers and operators alike and we are delighted to be one of the first software providers in this exciting new territory.”
Unibet CEO Henrik Tjärnström added: “Our players have always reacted well to Microgaming products and offering them in the newly regulated Danish market is an exciting opportunity.”
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