Entering the Danish market for suppliers has become more difficult after the licensing of game providers was implemented separately. Imagine Live’s approval can therefore be treated as passing a supplier compliance test in Northern Europe.
According to the company, its products have been licensed by Spillemyndigheden, the Danish Gambling Authority. This allows licensed operators in Denmark to integrate Imagine Live’s live dealer games and game show content.
Supplier Licensing Raises the Bar
In Denmark, the B2B regulatory scheme altered the entry pathway. Since 1 January 2025, game providers have needed a license to supply games to Danish-licensed operators.
This moves part of the compliance burden up the supply chain. Operators are not just responsible for meeting their own regulatory requirements. They also need supplier partners that can satisfy local approval rules.
This is relevant for live casinos where regulation relies on studio control, streaming quality, dealer processes, and game integrity. Obtaining a supplier license provides operators with a clear compliance path before adding new live content.
Imagine Live has indicated that it plans to turn the approval into agreements with operators. The announcement did not name Danish operator partners or launch dates.
Denmark Adds Value but Limits Shortcuts
Although Denmark isn’t the largest market for gambling in Europe, the country does have a mature regulatory framework and licensed channels. Betting and online casino were liberalised in Denmark in 2012. Since then, the transition to licensed channels has been one of the regulator’s key policy goals.
Recent statistics explain the interest of suppliers. In April 2026, Denmark’s total gambling spend went up by 2.3% year on year. At the same time, there was an increase of 18.4% in online casino spend compared to a 22.5% decrease in betting spend.
Those figures give casino suppliers a clear commercial reason to look at Denmark. Additionally, it turns the Danish market into a competitive environment. A provider that wants to operate in the country needs to compete with other licensed suppliers.
Imagine Live’s European License Map Expands
Danish approval is also part of Imagine Live’s expansion into the regulated markets. The provider already points to its licenses and other regulatory approvals from the UK Gambling Commission, Malta Gaming Authority, ONJN in Romania, and Hellenic Gaming Commission in Greece.
However, the challenging phase is likely to begin after Danish approval. Local operators will evaluate the supplier’s content based on its performance, integration work, and player demand.
