In a proactive transfer to curb downside playing amongst its youth, the Danish Playing Authority has unveiled a focused marketing campaign to advertise the ROFUS self-exclusion scheme. This initiative arrives amid rising issues about playing habits inside youthful demographics, notably following revelations {that a} important variety of younger Danish males interact in playing actions.
Understanding ROFUS: Denmark’s self-exclusion program:
ROFUS serves as an important element of Denmark’s accountable playing framework, permitting people to voluntarily exclude themselves from all types of licensed playing, each on-line and in bodily places. Since October 1, 2023, this exclusion has been prolonged to incorporate in-person betting at bodily retailers, reflecting this system’s complete protection.
The marketing campaign, dubbed “Take it ROFUS,” focuses on rising consciousness concerning the self-exclusion software amongst younger males aged 18 to 24, who at the moment are legally in a position to gamble. This demographic exhibits a excessive engagement in playing, usually seen as a social exercise, but with little dialogue about its potential downsides.
Anders Dorph, the Director of the Danish Playing Authority, emphasised the twin nature of playing in society, noting, “For a lot of, video games are an leisure product, however it will be significant that there’s additionally room for folks to take a break from the sport – and ROFUS is usually a good software for a lot of.”
A current examine commissioned by the Danish Playing Authority make clear the playing behaviors of younger males, notably throughout social gatherings like pre-parties. Though playing is pervasive in these settings, the examine highlighted a reluctance to debate the adverse implications of playing, which may result in problematic conduct going unchecked.
“When gaming is an enormous a part of the group, it may be weak to talk out and stand out from the group. That’s why we hope {that a} new marketing campaign can begin a dialog amongst younger people who it’s okay to skip the sport and ‘get it ROFUS’, which is the marketing campaign’s slogan,” Dorph defined.
Marketing campaign particulars and media technique:
The “Take it ROFUS” marketing campaign encompasses a 60-second movie that alternates between scenes of a pre-party and interviews with six younger males. This juxtaposition goals to spotlight the discrepancy between the younger males’s perceptions of their management over playing and their precise behaviors. The marketing campaign’s effectiveness hinges on its relatability, using a language and tempo acquainted to younger folks from social media content material.
Produced by the company Recommendation, the movie will probably be broadcast in cinemas and on numerous on-line platforms, together with YouTube, Twitch, and streaming providers, guaranteeing broad attain among the many target market, in accordance with European Gaming.
The urgency of the marketing campaign is underscored by current statistics from the Danish Playing Authority, which revealed a 14.4% improve in spending on on-line casinos in 2024 in comparison with the earlier yr, with whole expenditure reaching DKK 3,520 million. This improve, together with modest rises in betting and land-based casinos, displays a rising pattern in playing actions throughout Denmark, contrasting with a slight decline in gaming machine spending.
Because the marketing campaign rolls out over eight weeks, it goals to foster better consciousness and dialogue about accountable playing, notably amongst younger males who’re at a vital stage of publicity to playing actions.
