Sports betting is a major segment of the European gambling market, but the landscape varies significantly from country to country. Denmark and Germany are two well-established markets with unique regulatory frameworks, player behavior, and industry dynamics. In 2026, both markets continue to evolve, but each offers a different experience for bettors and operators alike.

Denmark Sports Betting Market

Denmark is known for its highly regulated and transparent sports betting market. The Danish Gambling Authority (Spillemyndigheden) oversees licensing, compliance, and consumer protection, making it one of Europe’s most stable betting environments. Licensed Danish betting sites must meet strict standards for fair play, responsible gambling tools, and anti-money laundering measures.

One of the biggest advantages for Danish bettors is that winnings from licensed sports betting sites are tax-free, while operators pay a tax on gross gaming revenue (GGR). This attracts players to regulated platforms and helps maintain high channelisation rates (bets placed with legal operators).

Mobile wagering is especially strong in Denmark, with a majority of bets placed via smartphones. However, recent market data shows challenges: sports betting gross gaming revenue (GGR) dropped significantly in late 2025, with an approximate 46% year-on-year fall ahead of planned advertising restrictions set for 2027. These new limits on gambling ads during live sports coverage and strict marketing rules are expected to change how betting brands reach Danish audiences.

Despite this slump in some periods, Denmark remains a mature betting market with strong mobile penetration, a focused regulatory environment, and a high share of licensed operators.

Germany Sports Betting Market

Germany sports betting industry is larger in scale and more dynamic than Denmark, driven by a population more than ten times bigger and a rapidly growing online betting segment. According to recent research, Germany sports betting market generated nearly USD 8 billion in revenue in 2024 and is forecast to reach over USD 14 billion by 2030. This growth is powered by online platforms, which are the fastest expanding segment in the German market.

Licensed operators in Germany must comply with the Interstate Treaty on Gambling, overseen by the Joint Gambling Authority (GGL), which requires adherence to strict regulatory standards. This framework was established to ensure consumer protection, enforce rules on responsible gambling, and prevent illegal operators from exploiting the market.

The German market also hosts a mix of international and domestic betting brands, often ranking among the top sports betting sites for European audiences. Popular operators include local favourites as well as global brands that offer extensive markets on football (especially Bundesliga), tennis, basketball, and esports.

Key Differences: Denmark vs Germany

Market Size and Growth
Germany’s sports betting revenue vastly outweighs that of Denmark, driven by its larger population and booming online sector. In contrast, Denmark’s market demonstrated strong performance in previous years but has recently seen volatility with revenue declines linked to regulatory shifts.

Regulatory Framework
Denmark’s system is known for strict licensing, tax-free winnings for players, and stringent responsible gaming measures. Germany’s framework, while also highly regulated, operates under a federal system that shapes licensing and compliance in line with broader European standards.

Advertising and Marketing
Denmark is preparing to implement sweeping advertising restrictions that will limit gambling promotions during sports broadcasts beginning in 2027, potentially affecting visibility for betting brands. Germany has not adopted such broad bans, and advertising remains a key part of sportsbook competition.

Operator Landscape
Denmark’s licensed betting options are generally focused on trusted international brands operating locally, with strong requirements for responsible play. Germany’s market includes a broader range of bookmakers — from established European names to local niche platforms — offering a wider variety of betting markets and promotions.

Player Behavior
Mobile betting dominates in both markets, but Denmark bettors are more likely to prioritize regulated platforms due to tax-free winnings and consumer protections. Germany’s betting audience is larger and more diverse in terms of sports preferences, boosting betting on major leagues and international competitions.

Shared Trends in 2026

Both countries show strong interest in mobile betting, live betting markets, and competitive sports betting odds, which continue to attract bettors online. Across Europe, football betting remains the dominant category, driving a large share of total wagering activity in both Denmark and Germany.

Final Thoughts

In 2026, Denmark and Germany offer distinct but highly developed sports betting environments. Denmark’s tightly regulated market emphasizes player protection, tax-free winnings, and digital adoption, while Germany’s larger and fast-growing market benefits from scale, diversity of operators, and strong online expansion.

 

For bettors and businesses alike, understanding these differences — especially regulatory trends, market size, and marketing rules — is crucial when engaging with sports betting in either country. Both markets are poised for continued evolution in the coming years, reflecting broader European trends in online sports gambling.