Norway's Online Gambling Dilemma: Time for Reform?

Norway's online gambling landscape is at a turning point. With nearly half of the country's online gambling activity migrating offshore, it is evident that the current monopolistic approach is no longer effective. In his latest op-ed, Maarten Haijer, Secretary General of the European Gaming and Betting Association (EGBA), examines what Norway stands to gain from transitioning to a multi-licensing system—particularly in terms of strengthening consumer protection.

The Shift to Offshore Gambling

Norway operates under a state-controlled gambling monopoly, with Norsk Tipping and Norsk Rikstoto being the only licensed operators. However, restrictive policies have driven many Norwegian players to seek alternatives on international gambling sites, which often provide better odds, a wider range of games, and more competitive promotions. According to industry estimates, nearly 50% of online gambling activity now occurs outside Norway’s regulatory framework, leading to significant revenue losses for the state and diminished consumer protections.

Lessons from Denmark and Sweden

Denmark and Sweden, both of which previously had gambling monopolies, have successfully transitioned to a multi-licensing system. Their reforms have brought online gambling under stricter regulation while keeping players within a controlled and transparent framework. Denmark, for example, now has a channelization rate of over 90%, meaning the vast majority of online gambling occurs within licensed, regulated platforms. Sweden has also seen improvements in responsible gambling measures, including enhanced self-exclusion tools and stricter advertising standards.

The Benefits of a Multi-Licensing System for Norway

1. Stronger Consumer Protection
   A regulated multi-licensing system would require operators to adhere to strict responsible gambling policies, such as self-exclusion programs, deposit limits, and age verification measures. This would help safeguard Norwegian players from gambling-related harm.
2. Increased State Revenue
   By licensing multiple operators and taxing their revenue, Norway could recapture funds currently flowing to offshore sites. These revenues could be reinvested into social programs, problem gambling prevention, and public services.
3. Better Oversight and Market Control
   Rather than pushing players toward unregulated offshore sites, a licensing model would allow Norway to set industry standards and enforce compliance. This includes monitoring advertising practices, ensuring fair play, and cracking down on illegal operators.
4. Alignment with European Best Practices
   Norway remains one of the few European countries clinging to a monopoly model, while most of its neighbors have adapted to changing market realities. A multi-licensing system would bring Norway in line with the broader European approach to online gambling regulation.

The Need for Reform

Norway’s current model is failing to protect consumers and retain gambling revenues within the country. A transition to a multi-licensing system would not only address these challenges but also provide a more sustainable and responsible gambling environment. As seen in Denmark and Sweden, regulation does not mean deregulation—it means control, accountability, and enhanced player protections.

With the rise in offshore gambling, Norway must decide: will it continue with an outdated monopoly, or will it embrace a modern, well-regulated market that prioritizes both consumer safety and economic benefits?

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