The Norwegian Gambling Authority has released its annual report on the country’s gambling market activity for 2024, revealing a significant shift in player behaviour towards the state-controlled monopolies and away from the illegal foreign market. While celebrating success in channelisation, the regulator issued a strong warning to state operators Norsk Tipping and Norsk Rikstoto regarding the increased presence of younger, potentially vulnerable players on their platforms and the urgent need to enhance protection measures.

According to the report, published on April 24, 2025, the number of individuals using Norsk Tipping’s products surpassed two million in 2024, an 11% increase from 1.8 million players in 2023. This rise in domestic player numbers coincided with an increase in overall domestic gambling revenue.

The report explicitly attributes the growth of the state monopolies and the shrinking of the foreign, illegal market to the regulator’s successful enforcement actions. By actively blocking illegal sites, the authority has effectively steered players towards the licensed, monopoly offerings.

Turnover for games offered by Norsk Tipping and the pari-mutuel racing monopoly Norsk Rikstoto that directly compete with foreign operators saw a notable increase, growing from NOK2.6 billion (approximately $249 million) in 2023 to NOK3.1 billion (approximately $297 million) in 2024. This represents a 19% increase year-on-year for these competitive product verticals. Norsk Rikstoto also reported a 5% growth in its active player base, reaching 175,000 customers in 2024.

In contrast, the report indicated that the turnover generated by the illegal market declined by 18% in 2024, falling to NOK1.3 billion (approximately $124 million) from NOK1.6 billion in 2023. The Norwegian Gambling Authority also stated that the market share held by unlicensed operators for what it termed the “riskiest online casino style games” fell to between 22% and 28% in 2024, down from a high of 35% in 2023.

Tore Bell, the director of the Norwegian Gambling Authority, commented on these findings in statements accompanying the report, as reported by iGaming Times. He noted that “More and more people are saying that they played Norwegian games, last time they played, and they play Norwegian games the most.” Bell added, “We see that the number of players at the exclusive operators is increasing and that their turnover on games in competition with the foreign operators is increasing.”

Combating the Illegal Market

The regulator’s efforts to combat the unlicensed market have been multi-faceted. These include actively blocking unlicensed websites and payment providers used by illegal operators, implementing bans on gambling advertising from unlicensed entities, and collaborating with major tech platforms like Google and Facebook to police black market advertising and restrict access online. In April 2025, the authority reported blocking 57 additional unlicensed websites. They also stated that following warnings issued to approximately 50 companies last autumn (2024), 40 of these groups had subsequently exited the Norwegian market. Despite successfully steering players towards the monopolies through these measures, the Norwegian Gambling Authority also stated its expectation that Norsk Tipping and Norsk Rikstoto should reduce their own marketing activity.

Urgent Concerns for Younger Players

However, the report highlighted a concerning “side effect” of the successful channelisation efforts. The regulator found that as more players are directed towards the state monopolies, the number of younger individuals (under the age of 25) using Norsk Tipping and Norsk Rikstoto to play “high-risk” casino games has increased.

The Norwegian Gambling Authority issued an urgent call for Norsk Tipping and Norsk Rikstoto to intensify their efforts to curb the risk for these younger players. Recommendations included making casino games inherently less risky, increasing the visibility and ease of access to pause and self-exclusion functions, and crucially, refraining from sending promotional messaging to any gambler under the age of 25.

Director Tore Bell reiterated this concern, stating (as reported by iGaming Times from the regulator’s report/statement) that “The side effect of good channelling is that the exclusive operators get more players.” He specifically noted that “many in the youngest group of players have the playing habits of experienced players. They play the games with the highest risk.”

Responsible Gambling Measures and Influences

Norsk Tipping had proactively introduced measures to reduce loss limits for players aged between 20 and 24 in January 2024. Under these limits, customers aged 20 to 21 can lose a maximum of NOK3,000 (approximately £216) per month, while players between the ages of 22 and 24 have slightly higher loss limits set at NOK5,000 (approximately £360) per month.

In one of its own surveys, as reported by iGaming Times, Norsk Tipping found that one in five men aged between 18 and 25 are considered “risky and problem” gamblers. The state operator attributed the increased presence of these higher-risk players on their platform to the weakened position of foreign operators and the increased effectiveness of channelisation efforts. Norsk Tipping also noted (as reported by iGaming Times) a “normalisation” of casino gambling among younger male players, influenced partly by increased exposure to online streamers who portray casino games in a seemingly appealing “cult” light, as well as through gambling activities related to video games, such as wagering on cosmetic items or “skins.”

In summary, the Norwegian Gambling Authority’s 2024 report confirms the state monopolies’ success in growing their player base and turnover at the expense of the illegal foreign market, largely due to effective enforcement. However, the regulator’s primary message is clear: this success in channelisation brings with it a heightened responsibility to protect younger, potentially vulnerable players who are now increasingly engaging with high-risk games on the state-controlled platforms, necessitating urgent improvements in responsible gambling tools and practices.