PartyGaming plc, the Gibraltar-based online gambling group, started the week off on a high note with the announcement of a major business coup. The company has signed an exclusive, five-year agreement to provide an online gaming platform for poker and casino games in Denmark for the state gambling monopoly Danske Spil A/S.
Controlled by the Danish Government, The Danske Spil Group is one of the largest betting and gaming organisations in Europe with DKK 10 955 million of turnover in 2008. Offering a variety of gaming products in Denmark including the national lottery, numbers games, instant games as well as gambling on machines, Danske Spil has also established a large online gaming business and already has over 500 000 registered online customers.
In 2009 the Danish Government published draft legislation for a partially liberalised gaming market in Denmark that is expected to become law in 2011.
If adopted, poker and casino will be among the games subjected to open competition in the Danish market. Whilst Danske Spil has strengthened its position in a number of Online Gamblingcategories such as bingo, sports betting and casual games with strong growth in the number of players and revenues, it recognised the need to join forces with a leading online gaming company in order to achieve its potential.
Over the past seven months, Danske Spil has screened the market for providers of services and potential online partners that specialise in poker and casino games. As part of its selection criteria, Danske Spil was determined to find a supplier that matched its own high standards for product quality, security and ethical requirements. PartyGaming passed all of these pre-requisites and is set to create a new strategic alliance with Danske Spil in Denmark. It is expected that the commercial terms between both companies will be finalised within the next few weeks.
Commenting on today's announcement, Jim Ryan, Chief Executive Officer of PartyGaming said: "This is a landmark B2B deal for PartyGaming and validates our strategy to become a leading provider of B2B services to both corporates and governments around the world. Danske Spil is widely recognised as one of Europe's leading gambling businesses, one that is pre-eminent in the Danish market. We are delighted that Danske Spil has recognised our expertise and high standards of business practice and we look forward to building a significant and profitable enterprise as soon as the newly regulated Danish online gaming market opens."
H.C. Madsen, CEO at Danske Spil, said: "With some of the world's leading products in online poker and casino as well as a large international customer base, PartyGaming is definitely a strong business partner for Danske Spil. Combining this with Danske Spil's unique and strong position in the Danish market with more than 500 000 Danish online customers will guarantee that together we will deliver a highly attractive customer experience to players in Denmark."