On this page you will find information (scroll down) about:
- the Danish gaming market, particularly regulation/legality of online gaming
- the Danish language and the challenges of iGaming localisation.
Status and potential of the
Danish online gaming market
Denmark is an interesting gaming market made up of a population who is (according to numerous surveys) very happy, they work short hours, and they have among the highest salaries in the world. In addition to this, they have an Internet penetration of above 96 %. The online gaming market potential is, in other words, huge, and only limited by the actual population in the country.
Figures show that nearly every Danish person has access to the Internet at home and 93 percent of Danish Internet users browse the web via smartphones and tablet computers (Kulturstyrelsen, 2014). Combining that with research showing that one out of four Danes participate in real-money gambling on a weekly basis (DR, 2013) clearly lines out the market potential.
Whereas the state-owned company Danske Spil had exclusive rights to gambling in Denmark up until the end of 2011, the market opened up for foreign, online gaming operators in January 2012. The Danish government still has the sole rights to provide betting on animal races and games reliant solely on chance (such as scratch cards and bingo), but apart from this any operator in any jurisdiction is free to apply for a license to operate any other types of games. The process of handing out licenses is strict, and the companies need to be approved by the Danish Gambling Authority.
The Danes all speak English, this is correct, but you will not be competitive in the market unless you site is fully localised
Some of the operators who have already realised the potential in Denmark (and obtained a license), are Tipico, Ladbrokes, Tivoli Casino, Betfair, Betway, PokerStars, Vera&John and Unibet. They all provide a separate online .dk domain, and offer services in Danish. This is something which is easy to forget, but still as important to remember: The Danes all speak English, this is correct, but you will not be competitive in the market unless you site is fully localised. It is hence important to ensure that all casino content has been translated into Danish before a potential launch.
The Danes really love their sports. Winter sports are unfortunately not among the favourites, as both the climate and the landscape have made the Danes excel at other types of sports instead (i.e. sports which do not require hills or snow). The Danes really love football, and the domestic Superligaen, as well as the English Premier League, are the two most popular leagues. Handball, golf and cycling are also sports that the Danes love to compete in, watch and bet on.
With a poker player like Gus Hansen playing with your flag on his chest, I guess it’s also needless to say that poker has grown to become extremely popular over the past decade. With gaming revenue steadily increasing year by year, and a regulated market which is still in its early stages, we see great potential in Denmark for new operators in the years to come.
All-In Translations is owned and operated by Scandinavians with extensive knowledge and experience with the market, and partnering up with us would ensure that your website is not only translated, but fully localised and optimised for the Danish market.
Challenges of Danish gaming localisation
Well-considered localisation of your translation is vital in a country inhabited by game loving skeptics. The native language spoken in Denmark is Danish while English is spoken and understood by many.
Danes tend to find content on the Internet written in Danish more credible and trustworthy
Website localization from English to Danish is on the surface an easy task, but it contains a few pitfalls that are not that easy to detect.
To fold or fold
With gaming related content such as poker and slot machines, Danes tend to Anglicize expressions and definitions relating to it. But this is not always the case. Sometimes older similar or relating expressions in Danish may be applied, or a humorous “homemade” translation from English to Danish will become so popular that it “replaces” the official target word. It therefore requires skilled translating to get the message across when dealing with for example poker translations and sports translations. Not only linguistic expertise but also a high level of knowledge about the matter being translated is required.
“I could read the rules, but I did not quite get them”
While the majority of Danes generally understand English at quite high level this does not necessarily mean that your content can do without translation. Despite many Danes speaking English at a near-native level, technical terms and expressions can be misunderstood.
Also, Danes tend to find content on the Internet written in Danish more credible and trustworthy. This is especially relevant with gaming translation, as certain levels of suspiciousness against such operations exist among Danes. A credible, well-written text in Danish can earn you your deserved trust among your Danish site visitors.
Tone it down to increase your trustworthiness
In a cross-cultural context there can be needs for adaptation or localization in a text due to Dane’s negative view on self-flattery and usage of big words. The cross-cultural “clash” is probably best described through this analogy, based on a typical Dane’s cross-cultural perception of how Danes and Americans present themselves:
If you ask an American if he is good at playing poker, he will, despite perhaps only being mediocre at Texas Hold’em, proclaim that he is a great poker player. If you ask a seasoned Danish poker fox the same question he will humble his answer down and reply “I guess I am ok”.
Obviously both are not telling the truth. But the average Dane will dislike the American answer thinking it is too boastful while immediately finding sympathy for the Danish answer and correctly decipher its message between the lines, that the sly fox is probably to be taken serious if ever encountered in an online poker room.
The lesson learned from the analogy can especially be applied when it comes to promoting your gaming products in Danish. If your English text proudly boasts that you are offering the world’s best slot game, you probably need to tone down the bragging a bit in your Danish igaming translation, even if the check you signed actually easily can be cashed in.
At All-In Translations we understand this, as you can see in the tagline at the end of this video showing the making of a graffiti in our office of ex FC Copenhagen player Erik Mykland.
Gaming Translations from a Danish translator’s point of view
Naturally, because of the monopoly in the past, the Danish gaming and betting language has its own lingua, namely a localised one. Although the younger Danish players are familiar with the English gaming lingua, then the majorities of the players are used to and prefer the Danish lingua, which is why Anglicism should be avoided when equally good translations are at hand.
Gaming since 1949
In Denmark a larger part of the Danish population gamble, especially ‘Tips’ (doing the pools) and ‘Lotto’ has prevailed the Danish betting market since 1949. The Danes have always been fond of playing games, so it’s not surprising that the “games” have moved from the real table to the computer screen. Recently, compared to 1949, also Poker, Casino, Scratch, Bingo and Slots are being offered online and have become popular.
If you want to make your way on the Danish gaming and betting market, then it’s among other things important to ensure a flawless and comprehensible Danish language in order to be taken seriously. This doesn’t only apply to the main text on the website, but also to the mails and promotions send out and not least in the games as well.
Four words for bet
The Danes are proud of their language, although a lot of Anglicized words have come into the language the past 10 years. To keep track of the Danish language ‘Danske Sprognævn’ is on guard, literally translated ‘the Danish language advisory committee’, who decides which words are adopted or not and which words get to stay or die. So although you might find Anglicism in the Danish igaming and betting lingua, then it doesn’t mean that is had been fully adopted, it still had to pass the “gatekeepers”!
Translating terminology from English in Danish can sometimes be tricky, for instance the translation of the word “bet”, as there are many translations for this word in Danish all depending on the context; væd, væddemål, sats or indsats. And then of cause the last option, to leave ‘bet or betting’ untranslated, which is chosen by some gaming sites, as the word is commonly known to most Danes.
In general the Danish igaming language has its own terminology, but some terms/words in e.g. Roulette and Blackjack are either adopted or partially translated, examples of this are; street-indsats, corner-indsats and push.
Same same but different
Although the Danish and English language derives from the same language family, there are many differences. An example of this is the length of a word, which from time to time can cause problems, for instance if the text goes on a button or need to fit a banner, e.g. Paytable = udbetalingstabel. This will in some cases call for an abbreviation to fit the button or a creative solutions to ensure the meaning and flow of the sentence.
Other examples are the word order in a sentence or sentence length, e.g. the placement of a number/date in a text: March 3rd = 3. marts. Then there is also the fact that the English language offers solutions, where you can avoid subordinate clauses, but in order to create a proper and comprehensible sentence in Danish you need break the sentence up in a main and a subordinate clause, which makes the sentence longer.