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Who’s Winning Norway’s Gambling Battle?
Norway’s gambling watchdog Lottstift says more people are betting with legal operators. The number of customers using Norsk Tipping (the state-owned betting company) jumped from 1.8 million in 2023, to 2 million in 2024.
The growth helped Norsk Tipping and Norisk Rikstoto (which runs horse racing bets) increase their turnover from NKr2bn ($191m) to NKr3bn ($287m).
Meanwhile, offshore gambling firms are losing ground. Only about 3.8% of Norwegians (roughly 169,000 people) bet with unlicensed overseas companies last year.
Why Channelisation Trends Matter
The shift toward legal betting shows Norway’s strict measures are working. Offshore operators now hold just 22-28% of the market, down from 29-35% in 2023.
Their estimated turnover fell from NKr1.6bn ($152m) to between NKr1.1bn-1.5bn.
“The foreign market is getting smaller year by year,” said Tore Bell, Director of the Norwegian Lottery Authority. “We see that the number of players at the exclusive operators is increasing.”
This improved channelisation means more gambling activity is regulated and taxed within Norway’s system.
What’s Behind The Market Shift
Norway has implemented several tactics to curb offshore gambling. A complete ban on TV advertising for foreign gambling companies has taken effect.
The regulator has also worked with tech giants like Facebook, Google, and Twitch to limit gambling ads.
But payment blocking has been the most effective tool, Lottstift says. Making it harder for Norwegians to deposit money with overseas firms has driven some operators to stop targeting the country entirely.
How This Affects Norway’s Gambling Future
Despite these successes, Lottstift has concerns. Many young players aged 18-25 are showing “the playing habits of experienced players” and gravitating toward high-risk games.
Bell believes “Norsk Tipping must make casino games, online computer games, less risky and accessible to young players.”
The monopoly system itself faces growing pressure. Norway remains one of Europe’s last gambling monopolies alongside Finland, which is already moving toward a new model.
Both internal and external voices are pushing Norway to consider liberalising its market, despite the current system’s apparent effectiveness at limiting offshore gambling.
