The Danish Gambling Authority has launched an initiative on Reddit to engage directly with individuals struggling with gambling problems, targeting a demographic that research indicates finds it difficult to seek help.
As part of its ongoing campaign for the StopSpillet (StopGambling) helpline, the authority has stationed an advisor on Reddit for two days this week under an "Ask Me Anything" format. The advisor will respond to users' questions about problem gambling and provide guidance.
The initiative represents the authority's first attempt to maintain an active presence in the Reddit community, supplementing traditional campaign elements including a 30-second social media film, radio spots and banner advertisements.
The Reddit presence specifically targets men aged 30 to 40, identified as the primary audience for the current campaign. Research on StopSpillet inquiries indicates this demographic experiences particular difficulty seeking help when gambling becomes problematic.
Data shows an average delay of approximately 2.5 years between when concerns first arise and when individuals contact StopSpillet.
StopSpillet will participate in three subreddit forums: r/Denmark, r/DKFinance and r/DKbrevkasse. The authority aims to reduce barriers preventing players and their relatives from reaching out for assistance by connecting with users across these subreddits.
The campaign comes as Denmark's September 2025 gaming revenue results showed total earnings of DKK 714m ($111m), up 25.1% year-on-year - with sports betting increasing 53.4% to DKK 225m and online casino revenue rising 20.7% to DKK 361m.
Earlier this year, the authority expanded its efforts to combat illegal gambling through partnerships with other major platforms, including Twitch, Apple, Google and Facebook
