December 16,2011 : CEO hopes Sweden will take lead from combo of Denmark, Malta and UK licencing jurisdictions
 
Malta-headquartered online gambling firm Betsson's licence application to operate in Denmark’s newly regulated gaming market has been granted with the award of a 5-year licence from the Danish Gambling Authority, this week.
 
A three-year sponsorship deal between Betsson's Betsafe.com and the Danish Football Federation, agreed in March this year that hinged on the award of a Danish licence, will now be activated.  Betsafe will be the official partner of Superligaen, and Division 1 will be renamed, Betsafeligaen.
 
Magnus Silfverberg, president and chief executive officer of Betsson said:  "We are very pleased that the license has been granted and that Betsson already from year-end can offer Danish clients the best gaming experience under a Danish license. This provides Betsson with major possibilities, a larger portion of revenue from re-regulated markets, and the clients will continue to be provided with a large gaming offering, while Denmark will retain tax revenues."
 
Silfverberg used the opportunity to comment on the Swedish gambling model saying:
 
“The Danish government, in its work with the gaming legalization, has been willing to listen and has anchored its decisions in the gaming industry. When the question of a Swedish gaming license is now, once again, an issue, we hope that the Swedish government will study and gain knowledge and wisdom from Denmark but, at the same time, that it will adapt any future Swedish model so that it is more similar to the conditions found in Malta and Great Britain. These adaptations apply, foremost, to all technical requirements and to tax levels.”