The initiative called "Casino in the Children’s Room" aims to shift the focus in discussions about young people's digital habits from screen time duration to the content of games and the mechanics used in them.
The Danish Gambling Authority, Spillemyndigheden, pointed out that many popular children's games use elements similar to traditional gambling, including loot boxes, random reward mechanics, and in-game purchases. Anders Dorph, the director of the authority, stated that it is important to consider not only the time children spend on games but also the psychological impact of reward systems in games.
As part of the campaign, a short film is presented in which a child's room is visually transformed into a casino. Additionally, the regulator promotes the informational platform StyrPåSpillet.dk, which compiles materials about games, gambling-like features, risks of gaming addiction, and recommendations for talking to children about their gaming experiences.
The campaign was launched in the same month the Danish government announced the reintroduction of a bill initially presented in October 2025, concerning gambling advertising targeted at minors. Among other proposals are a ban on participation of individuals under the age of 25 in such advertising and a complete ban on gambling advertising during live broadcasts of sporting events.