Fast-growing online casino operator PlayOJO has set its sights on Scandinavian dominance after launching in Denmark today.

The disruptive challenger brand has already made a big impression in the U.K. market with its unique approach to responsible gambling. The operator is open and honest with its terms and conditions, marketing, promotions and bonusing, and believes the money players win should be theirs.

Its innovative OJOplus offering rewards players with cashback on every single wager — whether they win or lose — which can be withdrawn into their wallet at any time. All bonuses and rewards come with no wagering requirements, so what players see is what they get — it’s that simple.

To coincide with its Denmark launch, PlayOJO is ramping up marketing spend in Sweden, where it has already built a significant player base.

It is going full-on with an €8 million TV campaign, as well as additional placements in digital media, local and national press, billboards and sponsorship. The campaign will launch early next year and will see PlayOJO become one of top three online casino ad spenders in Sweden, just as it is in the U.K.

This will help support PlayOJO’s recent launch with Yggdrasil Gaming, which allowed Swedish players to access smash hits such as Jungle Books and Vikings go Berzerk.

Ohad Narkis from PlayOJO said, “We are delighted to have flicked the switch on PlayOJO in Denmark, further strengthening our position in the Nordics.

“Our unique approach to responsible gambling, and the open and honest way we reward players, sets us aside from our rivals. We will be supporting this launch with increased marketing activity in Sweden as we look to gain a larger share of the Scandinavian market.

“We are confident Scandinavian players will accept our brand principals and unique value proposition with open arms. A big part of that success comes from having the top games from the best suppliers, so our deal with Yggdrasil will prove crucial to our success in the region.”

PlayOJO launched in the U.K. in February 2017 and has already taken the market by storm with it’s “for the players” ethos.