Denmark Targets Gambling-Like Features in Children’s Games.
Denmark has launched a public awareness campaign highlighting gambling-like features in children’s video games, encouraging parents to pay closer attention to the content their children encounter while gaming.
The Danish Gambling Authority (Spillemyndigheden) introduced the initiative on Monday under the name “Casino in the Children’s Room”. The campaign aims to raise awareness about gaming mechanics that resemble traditional gambling, including loot boxes, random rewards and in-game purchases.
The initiative shifts attention beyond concerns about children’s screen time to examine how game design and reward systems may influence young players.
Denmark Targets Gambling-Like Features in Children’s Games
The Danish Gambling Authority says many popular video games played by children contain features that resemble gambling activities.
These include loot boxes, randomised rewards and purchasing mechanisms that encourage players to spend money for a chance to receive virtual items.
Anders Dorph, director of the Danish Gambling Authority, said parents should pay attention to what children encounter inside video games rather than focusing exclusively on the amount of time they spend playing.
He noted that understanding the content and mechanics of these games is an important part of protecting young people in digital environments.
Awareness Campaign Includes Short Film and Online Platform
The campaign features a short film that transforms a child’s bedroom into a casino setting. The visual presentation highlights how gambling-related themes and reward mechanisms can appear in games designed for younger audiences.
The regulator is also promoting StyrPåSpillet.dk, an online information platform providing guidance on gaming, gambling-like features, gambling addiction risks and how parents can discuss gaming habits with their children.
As part of the awareness drive, three temporary casino-themed shopfront displays have been installed in prominent locations across Denmark.
The installations, branded “Casino Kids”, are located at:
- Bruuns Galleri in Aarhus.
- Vestergade in Odense.
- Købmagergade in Copenhagen.
The displays are designed to encourage parents and members of the public to consider whether children’s favourite video games contain gambling-like mechanics.
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Study Highlights Potential Links Between Loot Boxes and Risky Gambling
Denmark’s campaign follows growing international attention on the potential relationship between gambling-like features in video games and harmful gambling behaviours.
A report published by Sweden’s gambling regulator, Spelinspektionen, previously examined gambling participation among young adults and their exposure to gambling-like features in video games while underage.
The findings identified an association between purchasing loot boxes at a young age and displaying risky gambling behaviours later in life.
According to the reported findings, 87% of respondents who purchased loot boxes before turning 15 displayed risky gambling behaviours as adults.
The findings have contributed to wider discussions about the potential long-term effects of exposing minors to gambling-like mechanics in digital entertainment.
Denmark Reintroduces Proposed Restrictions on Gambling Advertising
The awareness campaign comes as the Danish government moves forward with additional measures targeting gambling advertising and the protection of minors.
In October 2026, the government resubmitted a bill initially introduced in October 2025, proposing tighter restrictions on gambling advertisements targeting young audiences.
Among the proposed measures are restrictions on featuring individuals under the age of 25 in gambling advertisements and a comprehensive ban on gambling advertising during live sports broadcasts.
The proposals form part of Denmark’s broader efforts to strengthen protections for minors and address gambling-related risks.
However, the proposed advertising restrictions and the new awareness campaign represent separate parts of the country’s approach to gambling regulation.
Growing European Focus on Protecting Young Gamers
Denmark’s latest initiative reflects increasing regulatory attention across Europe towards gambling-like features in video games.
Loot boxes, randomised rewards and in-game purchases have become important topics in discussions about consumer protection, responsible gaming and the exposure of minors to gambling-related mechanics.
For gambling regulators, the challenge extends beyond licensed betting platforms to digital entertainment products that may introduce young audiences to similar reward structures.
Through its “Casino in the Children’s Room” campaign, Denmark is encouraging parents to take a closer look at the games their children play and understand the mechanisms behind their digital experiences.
The initiative adds to the growing European debate about the responsibilities of gaming developers, gambling regulators and parents in protecting younger audiences.
