Key Moments:
- The Danish Gambling Authority hosted a live Reddit AMA to connect directly with at-risk gamblers
- Research revealed that men in their 30s and 40s are less likely to seek help, prompting targeted online engagement
- The StopSpillet initiative is designed to reduce the time between problem recognition and seeking assistance, which averages 2.5 years
Innovative Public Engagement on Reddit
The Danish Gambling Authority (Spillemyndigheden) has initiated a new approach to public outreach by meeting individuals at risk of gambling harm on Reddit. Earlier this week, the agency ran a session as part of its national helpline campaign, StopSpillet, aiming to lower barriers between the regulator and those it seeks to help.
According to the regulator, launching this campaign on Reddit followed findings that it typically takes around 2.5 years for those struggling with gambling concerns to reach out to StopSpillet. The campaign’s mission is to facilitate easier access for affected individuals and their families.
Direct Conversation with At-Risk Demographics
A press release dated 20 October detailed the Authority’s first live “Ask Me Anything” (AMA) session on Reddit, with a StopSpillet advisor answering questions in real time. The event targeted men aged 30 to 40, a demographic identified as being especially vulnerable to gambling issues, yet less inclined to seek help. As stated by the Authority, “The idea of being on Reddit is an attempt to make contact with men aged 30–40, who are the target group for the current campaign,” adding that these individuals may be less likely to pursue assistance as problems develop.
The initiative took place on the subreddits r/Denmark, r/DkFinance, and r/DKbrevkasse, enabling anonymous queries about gambling addiction, self-exclusion, and support for family members. The informal Reddit environment was intended to make these topics easier to broach.
Community Q&A: Addressing Real Concerns
Reddit users presented questions on various challenges, including how to support a partner with gambling issues and navigating self-exclusion processes.
One question focused on helping loved ones unwilling to acknowledge their struggles. The StopSpillet counselor responded: “It’s a difficult and frustrating situation to be in as a family member. In the end, it’s the player who must recognize the problem and make the change that can give them control over their gambling, but as a relative, you can still be an important support.” She advised relatives to “keep an open and curious conversation with the player” and to “avoid blame and express your feelings and concerns.”
When asked about who typically contacts StopSpillet, the counselor shared: “The majority of players who contact StopSpillet are men, actually around 87%. But anyone can experience problems with gambling, regardless of gender or background. Many feel shame about having developed gambling problems, which is why it’s important for me to emphasize that there isn’t a specific ‘type’ of person who ends up with gambling issues.”
Financial worries were discussed as well. In response to a question about managing large debts, the advisor said: “It can feel overwhelming to face large debts while also struggling with a gambling problem. In many of our conversations, finances take up a lot of space, and that’s completely understandable.” She suggested contacting a bank, involving relatives for support, and using free debt counselling services.
Concerns about gambling-like mechanics in video games, particularly among youth, were also raised. The counselor observed: “Many young people are introduced to gambling-like elements when playing computer games, for example, through loot boxes and skins. Loot boxes resemble gambling because they are based on chance and the possibility of winning something.” She further explained, “third-party sites make it possible to use skins as stakes in real casino games,” highlighting a challenging gray area between gaming and gambling.
Regulatory Strategy: Pragmatic and People-Focused
This Reddit experiment underscores Denmark’s willingness to explore unconventional tools in its regulatory toolkit. The Authority’s director, Anders Dorph, has previously described the national approach as anchored in harm reduction and realism, not prohibition. In an earlier interview with SiGMA News, Dorph stated: “One of the defining principles is recognising that outright prohibition simply doesn’t work… Our goal is harm minimisation, not an unrealistic attempt to ban human behaviour.”
This philosophy aims to maintain a high “channelisation rate” – keeping the bulk of gambling activity on regulated platforms where support structures exist. Dorph elaborated: “The higher our channelisation rate, the more players we keep in the legal, regulated environment, where there are rules, safeguards, and support if people develop gambling problems.”
Throughout the Reddit AMA, StopSpillet emphasized empathy over prescriptions, responding to concerns about relapse, stigma, and family conflict by encouraging open conversation and understanding.
Community Response and Lasting Impact
Expressions of gratitude appeared in the Reddit thread, with one user writing that contacting StopSpillet “saved my life.” The counselor replied: “It takes courage to seek help, and I’m sure your message here can help others build that same courage. I’m cheering for you, and once again, thank you so much for your message!”
Anders Dorph also told SiGMA News: “We have an industry that wants to be compliant. The best way to achieve that is through close dialogue, understanding the challenges they face, working together to solve them, and avoiding the need for constant police involvement.”
This outreach strategy, bringing conversations to the platforms where people feel comfortable, reinforces the Authority’s commitment to collaboration and harm reduction within the gambling sector. The use of Reddit not only extends a lifeline to those reluctant to access official resources, but also builds trust with both the public and the industry.
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- Author
Daniel Williams
