The Danish Gambling Authority Spillemyndigheden has launched a new campaign to raise awareness of the ROFUS self-exclusion scheme. The campaign is mostly for young people, especially young men between the ages of 18 and 25.
This initiative is in response to the growing number of young men – currently over 15,000 – registered with ROFUS. All this highlights the concern about the gambling habits of this demographic.
Addressing Gambling Awareness Among Young Men
Anders Dorph, Director of the Danish Gambling Authority, emphasised the importance of ensuring that gambling remains a form of entertainment while giving gamblers the opportunity to take a break. He explained:
“For many, games are an entertainment product, but it is important that there is also room for people to take a break from the game – and ROFUS can be a good tool for many. We hope that our new campaign can help inform the target group – which here is primarily younger men – about this.”
A recent study commissioned by the Danish Gambling Authority found that gambling plays an important role in young men’s social interactions, especially at pre-party gatherings. However, the study also found that discussions about the possible negative consequences of gambling are rare in this social environment.
The “Take it ROFUS” Campaign
To tackle this problem, the authority has launched the “Take it ROFUS” campaign, which includes a 60-second film alternating between a setting outside a party and interviews with six young men. As the film progresses, the contrast between their statements and actions becomes clear, showing that they may not have their gambling as well under control as they think. The campaign aims to spark conversations about responsible gambling and encourage young people to consider self-exclusion if necessary.
Dorph further explained:
“When gaming is a big part of the community, it can be vulnerable to speak out and stand out from the crowd. That’s why we hope that a new campaign can start a conversation among young people that it’s okay to skip the game and ‘get it ROFUS,’ which is the campaign’s slogan.”
Reaching the Target Audience
The campaign is aimed specifically at young men aged 18 to 24 who have recently gained legal access to gambling. The initiative is designed to resonate with situations and language familiar to this target group. Tests have shown that the group dynamics, youthful language and fast pace of the campaign, similar to social media, have made the campaign very effective.
Growing Awareness and Market Trends
The launch of the “Take it ROFUS” campaign is in line with the latest statistics from Spillemyndigheden, the Danish Gambling Authority, which published its Market Report 2024. The report shows that Denmark’s gross gaming revenue (GGR) reached DKK 7.27 billion, surpassing the previous year’s figure of DKK 6.80 billion. Online casinos in particular had a record year, generating gross gaming revenue of DKK 3,529 million (€475 million), an increase of 14.5% compared to 2023.
A closer analysis of online casino trends revealed that slot machines accounted for 77% of total gross gaming revenue, i.e. around DKK 2,717 million (€365 million), underlining their dominance in the market. Sports betting (both online and land-based) saw a modest 1% increase in gross gaming revenue to DKK 2,207 million. The data suggests that online betting remains the preferred choice, with 77% of bets placed via mobile or desktop.
Despite the growth in online gambling, revenue from gaming machines fell slightly by 1% to DKK 1,162 million, while land-based casinos recorded growth for the second year in a row with an increase of 1% to DKK 368 million.
The Rising Importance of ROFUS
The ROFUS self-exclusion procedure is becoming increasingly popular. By the end of December 2024, 55,899 people had registered, an increase of 21.1% compared to 2023. The majority of those registered — 65.56%— – opted for permanent self-exclusion, while the remaining 34.44% opted for a temporary ban of one to six months.
Crucially, 78.04% of those who self-excluded were men, a statistic that is consistent with previous trends. These figures highlight the growing awareness and importance of responsible gambling measures in Denmark.
Widespread Distribution
The “Take it ROFUS” campaign, produced by the agency Advice, will be broadcast in cinemas, on YouTube, Twitch and various streaming services.
By using platforms that target groups frequently visit, the campaign will maximise its reach and impact. Not only that, but it will also promote awareness and discussion about responsible gambling and self-exclusion options in general.
With the Danish gambling market reaching new heights and more and more young men opting for self-exclusion, the ‘Take it ROFUS' campaign comes at the right time to encourage young men to gamble responsibly.
