Norsk Tipping instructed to rein in the popularity of its KongKasino brand

(AsiaGameHub) –   Norsk Tipping has been directed by the Norwegian gambling authority to implement stricter oversight and individual monitoring for users of its online casino platform.

Atle Hamar, Director General of Lotteritilsynet (Lottstift), issued the mandate, citing concerns over the rapid surge in casino player engagement and the potential for increased gambling-related harm.

Lottstift detailed these concerns in its latest “sustainability and accountability” report, which was submitted to the Ministry of Culture.

Hamar stated: “Over the past five years, the volume of online casino players at Norsk Tipping has doubled. Lottstift is particularly worried that younger players may be at risk of developing gambling problems.”

The focus has centered on the popularity of Norsk Tipping’s KongKasino brand, which saw its user base grow from 200,000 in 2020 to 400,000 by 2025, with 50,000 new customers joining in 2025 alone.

Balancing channelisation

This warning is part of a broader review by Norwegian officials regarding the balance between maintaining channelisation goals and fulfilling player protection duties.

“We are especially concerned about the appeal of casino games to young people and the potential for a rise in gambling problems in the coming years,” Hamar noted.

“There is a danger that players may increase their gambling activity, even when restricted by Norsk Tipping’s loss limits, and subsequently turn to unregulated, foreign operators.”

Lottstift maintains that Norway’s monopoly model, managed by Norsk Tipping and the horse racing operator Rikstoto, remains effective at directing consumers toward regulated platforms.

The regulator estimates that foreign operators hold between 12% and 14% of the total Norwegian gambling market, representing roughly 13% of Gross Gaming Revenue (GGR).

However, in sectors that compete directly with foreign firms—such as sports betting, casino games, and horse racing—regulators estimate that foreign operators capture 31% of the market, while Norsk Tipping holds 55% and Norsk Rikstoto holds 14%.

Authorities believe these specific areas require closer monitoring as they seek to uphold channelisation rates while bolstering consumer protections.

Lottstift also highlighted concerns regarding younger demographics entering the regulated market for the first time, noting that some may already possess gambling habits influenced by previous exposure to gaming and online gambling-related content.

The authority further cautioned that heightened casino engagement could drive players toward illegal offshore sites once they hit regulated spending caps.

In response, Lotteritilsynet has proposed more proactive interventions and increased friction for high-risk gambling products.

One potential measure would require players to complete mandatory educational modules and risk-awareness prompts before accessing casino games. Lottstift believes such measures could assist consumers in making more informed choices regarding high-risk gambling.

The inspectorate also noted improvements in Norsk Tipping’s responsibility framework, highlighting that self-exclusion registrations rose by 200% in 2025 following regulatory pressure to improve the visibility of these tools.

For Norwegian authorities, the current challenge is to ensure Norsk Tipping remains appealing enough to meet channelisation targets without allowing casino expansion to compromise player safety.

Hamar concluded: “Norsk Tipping continues to win over players from the foreign market year after year. Data from the Norwegian Gambling Authority shows a decline in players using foreign companies, falling from 3.8 percent in 2024 to 2.6 percent in 2025.”

Norway remains exposed

The accountability section of the report to the Ministry of Culture estimates that Norwegian players lost approximately NOK 1.9bn (€165m) to foreign operators in 2025.

While this figure is roughly NOK 500m (€43m) higher than 2024 estimates, Lotteritilsynet noted that changes in calculation methodology make direct year-on-year comparisons challenging.

The Ministry of Culture has consistently dismissed requests from European trade organizations to re-evaluate the regulatory framework that grants exclusive rights to state-owned entities.

Although Norway is part of the European Economic Area (EEA), it is not an EU member and is therefore exempt from certain EU competition requirements.

The Storting maintains the authority to grant exclusive rights to state-owned enterprises like Norsk Tipping and Norsk Rikstoto on the grounds of public interest, as both organizations generate revenue for public sports and welfare initiatives overseen by the Ministry of Culture.