The Danish Gambling Authority has once again cemented its status as a global regulatory trailblazer, securing the international International Association of Gaming Regulators (IAGR) award for the best campaign of the year for the third consecutive time.
Unveiled at this year’s annual conference in Lima, Peru, the prestigious accolade honored the authority’s impactful StopSpillet campaign, celebrated for its innovative methodology in dismantling gambling stigma and encouraging early intervention.
Competing against entries from approximately 200 gambling authorities worldwide, the Danish initiative won unanimous approval from the international jury in the category of Best Responsible/Safer Gambling Initiative or Communications Campaign.
Reflecting on the unprecedented achievement, Danish Gambling Authority CEO Anders Dorph stated:
“I am both happy and proud. It feels like winning the World Cup in campaigns among gambling authorities. The fact that we receive this recognition for the third year in a row is strong proof that our work makes a difference.”
A fresh narrative centered on family dynamics
Launched in the fall of 2025, the award-winning StopSpillet campaign was engineered to confront a stubborn behavioral hurdle: male players aged 30 to 40 traditionally wait an average of two and a half years from the realization of a gambling problem to actively seeking assistance.
Departing from conventional awareness drives that focused entirely on the individual player and the bleak financial consequences of addiction, the Danish Gambling Authority pivoted toward a deeply empathetic, family-centric strategy. By framing the issue around the household perspective with the poignant message, “You may not see it, but your family does,” the campaign struck an immediate emotional chord. The message was disseminated across a multi-channel ecosystem spanning digital film, social media networks, dedicated podcasts, radio spots, peer engagement on Reddit, and a high-profile partnership with Divisionsforeningen.
“We create campaigns that work. It’s not just about having a good message, but also about meeting the target group where it is,” Dorph explained. “We have deliberately used channels and platforms that the target group already uses in everyday life, and the numbers show that we are successful in breaking through the information wall. It is extremely powerful to see that the campaign has actually made more people reach out for help.”
Measurable results and documented effectiveness
The jury’s decision was heavily influenced by the campaign’s exceptional, quantifiable outcomes:
- Immediate action: Approximately 7% of individuals exposed to the campaign took concrete steps, such as contacting the helpline or encouraging peers to seek support.
- Target demographic conversion: Among men within the core 30 to 40 age bracket, one in ten actively initiated help-seeking behavior.
- Helpline surge: StopSpillet registered 108 calls in October 2025 alone, marking the highest monthly volume since the national helpline was established in 2019.
- Sustained engagement: Total inquiries jumped by 50% to 63% during the active campaign window compared to the corresponding period in the prior year.
- Digital reach: The initiative captured 57.4 million digital impressions, driving nearly 25,000 direct clicks to educational resources.
The IAGR jury specifically lauded the campaign’s human-centric tone, its effectiveness in eroding social stigma, and its robust documentation of tangible behavioral change.
Building an extraordinary international legacy
This latest victory completes a remarkable regulatory hat-trick for Denmark. The authority previously claimed top honors in 2024 with “The One-Armed Robber”, a campaign targeting youth gambling vulnerability, followed by an award-winning youth education presentation in 2025. Together, these consecutive accolades reinforce Denmark’s position as an inspirational benchmark for regulatory bodies across the international iGaming community.
