Swedish gambling market thriving with help from unlicensed operators

[The Buzz]

According to Swedish regulator Lotteriinspektionen, gross gaming revenue in the market increased by 1.2% to SEK16.8bn (£1.4bn/€1.6bn/$1.8bn) for the first three quarters of 2018, but there has been a decline in the amount generated by licensed operators. Companies that hold licenses in the county generated SEK12.2bn in Q3, down 2.4% year-on-year, whereas unlicensed firms saw their collective revenue climb 12.4% to SEK4.5bn.

Sweden will introduce new iGaming regulations in January 2019.

Svenska Spel remains Sweden's largest gaming operator with SEK6.4bn in revenue, though this was down 1.6% on the previous year due in part to a 9% drop in land-based gaming revenue. In contrast, online gaming revenue jumped 23% year-on-year.

From Lotteriinspektionen:

Market share for operators with Swedish permits was 73% in the first three quarters, while operators without Swedish permits had a market share of 27%. Online gambling increased by 12.9%, while land-based gambling decreased by 8.4%. Betting increased by 13.6% and online casino increased by 11.9%.

Also, as discussed by Buzzy a few weeks ago, nearly 60% of Swedes aged 18 to 74 have a registered gambling account, up 12% from last year, but foreign brands make up 60% of accounts registered in the past 12 months.

Read more here: https://www.lotteriinspektionen.se/e...-drive-growth/

[Swedenbetting]

How do you think that Svenska Spel will be affected by the new gaming law? They probably will have to step up their way of marketing since all the soon-to-be-licensed bookies will have to adjust their marketing efforts to comply with the new law.