Download Danske Spil wins significant market share

Danske Spil wins significant
market share
An effective procurement strategy and process followed up by a lean implementation
carved out a substantial piece of the Danish online gaming market for Danske Spil –
within the first year.
An effective procurement strategy
and process followed up by a
lean implementation carved out a
substantial piece of the Danish online
gaming market for Danske Spil – within
the first year.
A new set of gaming laws
In June 2011, the Danish Parliament
passed a new set of gaming laws that
made it possible for licence holders to
offer sports betting and poker-casino
games in the highly regulated Danish
market.
Danske Spil was previously excluded
from offering customers poker-casino
games for commercial and legislative
reasons, while their competitors have
had this offering for many years. It was,
therefore, essential for Danske Spil to
be ready from the first minute of the
opening of the regulated market in
order to gain as high a market share
as possible. On 1 January 2012, the
new products hit the Danish gaming
market at exactly 00.01 am and were
immediately a tremendous success.
Implement was asked to help with
the implementation of Danske Spil’s
poker-casino procurement and
implementation strategy. This included
designing the procurement strategy,
requirement specifications, vendor
selection and contract negotiations.
Implement was also responsible for
www.implement.dk
the implementation of the solution as
project manager, representing Danske
Spil with tasks such as planning the
project, project governance, cost
management, risk management and
stakeholder management, managing
an international team of 40 internal
project members and five external
suppliers from the UK, Bulgaria,
Iceland, the US and India.
The end-to-end procurement and
implementation responsibility of
Implement has proven a magnificent
driver for procurement and contract
quality, leading the way for the
substantial benefits achieved by
Danske Spil.
The share-revenue pricing model
Danske Spil had to make it attractive
for the vendor of poker-casino games
to offer the new online products
to customers as it was in direct
competition with existing offerings of
the vendor. The chosen incentive was
the design of a share-revenue pricing
model, giving the poker-casino vendor
a percentage of the revenue share
generated by Danske Spil’s products.
This model has proven very successful.
Within the first year, Danske Spil
achieved a 60% market share and
daily revenue that ranged significantly
above target.
Further information
Nicolai Brehm Suhr
[email protected], +45 3085 8046