Key Moments:
- Norsk Tipping dropped from 7th to 13th place in the latest Ipsos reputation survey among Norwegian companies
- The company was fined over 100 million NOK following multiple incidents including misinformation and technical errors
- The annual reputation survey was conducted in May 2025, before some of the most severe scandals emerged
Challenging Year Erodes Public Trust
Norsk Tipping, once viewed as a stalwart of public trust and a crucial supporter of national sports, has suffered a notable decline in its reputation. According to the latest findings from Ipsos, the state-owned gaming operator has slipped from 7th to 13th place in national rankings of Norwegian companies, reflecting a significant drop in public confidence.
Fines and Controversies Punctuate 2025
Over the past year, Norsk Tipping has encountered multiple setbacks. The company incurred fines totaling more than 100 million NOK related to a series of missteps, such as misinformation about million-kroner prizes, technical failures in Eurojackpot and Lotto draws, inaccurate payouts, and heavy criticism for its management of problem gambling cases. The CEO’s departure earlier this year added to the turbulence, highlighting the difficult period the organization has faced.
Survey Timing and Media Influence
Ipsos conducted its annual reputation survey in May 2025, prior to the revelation of some of the year’s most severe incidents. Nonetheless, the effects of initial media coverage and the company’s preliminary fine warning were already influencing public sentiment.
“There’s no doubt it affected how people perceive Norsk Tipping,” says Bredahl.
Leadership Responds to Reputation Decline
Acting CEO Vegar Strand acknowledged that the decrease in the company’s reputation came as no surprise in light of recent events.
“Norsk Tipping has gone through a demanding period with several incidents and penalties. We’re not surprised to see a decline. But the steps we’re taking to correct mistakes and raise quality will help rebuild trust and prevent long-term damage,” Strand told Kampanje.
Path Forward: Regaining Public Confidence
Historically positioned as Norway’s face of “safe and responsible gaming,” Norsk Tipping has relied on its esteemed reputation and strong commitment to sports funding to distinguish itself from offshore competitors. However, a year marked by record fines and persistent criticism has eroded that trust, leaving the company with the considerable challenge of restoring its once-solid standing with the public.
Re-establishing credibility and public confidence is expected to be a lengthy process, particularly in an environment where transparency and responsibility are becoming increasingly important for both the market and its stakeholders.
| Survey Year | Norsk Tipping’s Ranking |
|---|---|
| Previous Year | 7 |
| 2025 | 13 |
- Author
Daniel Williams
