1 OUT OF 8 GAMBLERS IN SWEDEN FREQUENTLY GAMBLE AT INTERNATIONAL CASINOS
According to the latest research every eighth gambler in Sweden frequently visits international gambling websites. The report was presented by Mediavision – a Swedish consultancy firm. The report shows that in the second half of 2017 55% of population aged between 18 and 74 gambled online. The report demonstrates growth compared to the same period in 2016 when 50% of the Swedish population in the same age group was shown to gamble.
According to Mediavision, the main reason for the surge of gambling activity is the appearance of international licensed operators that managed to pull the attention of one in eight Swedish gamblers to visiting their websites. Online operators like Kindred Group, Betsson and LeoVegas originating from Sweden but usually based elsewhere (Malta, for instance), contributed the most to the rise of the gambling activity and showed the most growth across the gambling market – 25% compared to the year before.
The Mediavision report also pointed out the great number of recently opened gambling accounts with international gambling providers. That means the gambling market is becoming less and less regulated. The report also states that Swedish players gambling at international online casinos are likely to play more frequently and deposit more money compared to those playing at casinos offered by locally licensed Swedish operators.
NEW GAMBLING RULES IN 2019
The new gambling law bound to change the entire gambling landscape in Sweden is due on January 1, 2019. With the change in the rules international gambling operators will have a chance to apply for licenses locally to offer online casino and sports betting services. In the light of the upcoming legislation, expectations for one of the best and most regulated markets in Europe are very high.
GAMBLING OPERATORS: THE BIGGEST ADVERTISERS
Another Swedish company Kantar Sifo involved in research reports that a few gambling companies ended up in the top 20 advertisers in the Swedish local media during the year 2017. The state owned company Svenska Spel was also among them. Svenska Spel, which holds a monopoly over the Swedish gambling market, spent around $59 million on a variety of ad campaigns in the local market. Kindred Group, previously known as Unibet Group, spent around $55 million, with LeoVegas revealing most drastic increase in market spends. In general, Swedish companies reported an 83.2% increase in their advertising costs in 2017 compared to 2016. According to the analysts an increase so big resulted from the company’s active attempts to secure their position in the market and gain recognition with the Swedish players, especially considering the huge demand for gambling services in Sweden.