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Danske Spil has been the leading gaming provider in Denmark ever since it was possible to gamble. The company is partially owned by the state and had a monopoly on all games until the legislation in 2012, where foreign operators were allowed into the market.
Since then Danske Spil has been struggling a bit to keep up their numbers as previously, but now the company has created a new brand to attract a new clientel. The new brand, vegas.dk, is targeting the casual recreational casino players, whereas Danske Spil has always been for the more serious players.
Along with the new brand comes a brand new website, designed to suit today’s design guidelines as well as brand new casino games from Netent and Play’n Go. Danske Spil will begin marketing the site to the Danish public soon and expects the site to have decent success and reach new audiences.
“I am very pleased to announce that we have launched our games with Danske Spil, one of the leading WLA operators. I am confident that players in Denmark will enjoy our world-class thrilling games”, says Enrico Bradamante, MD of NetEnt Malta Ltd and Chief of European Market Operations.
“Danske Spil have just launched a casino stand-alone site to ensure further growth in a highly competitive Danish market.To gain further market shares we need to be able to reach new target groups that we cannot reach with our existing casino today. Our new casino stand-alone site, Vegas.dk, primary goal is to target casual players and is much more into achievements and rewards than bonuses and traditional loyalty programs.” Søren Schneider, Head of Games at Danske Spil said.
“The whole casino universe is built around Lis and Lasse Vegas, who are two fictive characters that should contribute to create a cozy, fun and relaxed gaming experience for the players. We think we can create a unique and strong position in the market with this platform and give more value and entertainment to the players than our competitors are capable of. There are 30 casino license holders in Denmark and you need to try and differentiate yourself if you want to be successful in the future gaming business.” Schneider added.