Collaborative effort aims to counter gambling-like mechanics in popular gaming environments
Regulatory Bodies Unite to Tackle Youth Gambling Harm
Three major Norwegian regulatory agencies—the Norwegian Lottery Authority, the Norwegian Consumer Authority, and the Norwegian Media Authority—have launched a joint initiative to curb the growing influence of gambling elements in digital entertainment, particularly those targeting younger audiences. This collaboration is driven by a surge in calls from young people to the national Gambling Helpline, where 64% of respondents identified online slot machines as their primary source of harm.
While traditional gambling platforms remain a concern, regulators are increasingly focused on the convergence of gaming and gambling—a digital grey area where entertainment and risk-based wagering overlap. This includes the rising prevalence of loot boxes, skin betting, and casino-style mechanics integrated into mainstream video games.
The Gaming-Gambling Convergence: A Hidden Risk
According to a recent study from the Norwegian Media Authority, nearly 90% of children aged 9 to 18 in Norway play video games, with nearly half doing so daily. These games often contain virtual reward mechanisms that mimic real-money gambling behaviours—such as randomized prize boxes (loot boxes) or systems that allow players to trade in-game items (“skins”) for cash or bets.
These mechanics not only encourage compulsive engagement but may also serve as a gateway to regulated gambling, normalizing risk-based decision-making at an early age. Regulators warn that this digital exposure can blur the line between harmless play and problem gambling, especially for vulnerable adolescents.
Policy Response and Inter-Agency Cooperation
The coordinated strategy aims to enhance supervision, policy development, and education, building on previous joint successes like the removal of illegal gambling ads from Norwegian television. This new focus is part of a broader preventive approach, which also includes media literacy campaigns, enforcement of in-game purchase transparency, and age-appropriate warnings.
Mari Velsand, Director of the Norwegian Media Authority, emphasized the power of collaboration: “By working together, we as regulators achieve much more than if we were just working separately.” This statement reflects the agencies’ intent to create a unified regulatory front capable of addressing the rapidly evolving risks in hybrid gaming-gambling spaces.
Systemic Hurdles and Recent Setbacks
This move comes at a time when the Norwegian Lottery Authority is under scrutiny for its own operational challenges. In June 2025, the Authority admitted to a technical fault in its tip reporting form—which may have resulted in the loss of hundreds of public submissions regarding illegal gambling activities between March 2024 and June 2025.
Despite this setback, the commitment to youth protection appears unwavering. With regulators recognising that young players are at a heightened risk, the current initiative signals a proactive and multi-faceted approach that integrates consumer protection, media oversight, and gambling regulation into a single protective framework.
Conclusion: Safeguarding the Next Generation
Norway’s regulators are stepping up at a crucial time to address the increasingly complex interaction between gaming and gambling. By forming a united front, these agencies are setting a precedent for how governments can tackle digital-age gambling harm—not just through prohibition, but through strategic, collaborative oversight that reflects the realities of 21st-century youth culture.
