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How liberal will the Swedish gambling market really be?

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flag-492313_1920 How liberal will the Swedish gambling market really be?Reading Time: 3 minutes

 

Since the plans for liberalization and licensing were announced, casino marketing has become a huge public issue in Sweden. That’s not surprising. In a country that has sought to police public morality so tightly, for so long, some pushback is to be expected.

In February 2019, the government made a strong statement, warning operators against adopting “aggressive” marketing strategies to capture market share in the fledgling market.

Concerns have regularly been raised in the Swedish media regarding safeguards for problem gamblers and younger people, as well as the general promotion of casinos as legitimate businesses. It’s a cultural challenge for the companies as well as Swedish society, so which way will the market go?

Casino marketing: what does the law say?

What we know right now is that the regulations introduced in late 2018 to put online gambling on a firmer footing say relatively little about marketing methods.

Instead, they focus on taxation, age limits, and the licensing process. The focus is more on creating “safe spaces” for gambling, rather than telling operators how to promote their businesses.

So, there will be quite tight limitations on the welcome bonuses available from licensed operators (Spelinspektionen.se – last update 2019-01-31), as well as the types of bonuses and deals available to regular customers. The idea is that casinos elsewhere have sometimes taken these promotions too far, giving players an unrealistic sense of potential winnings, while exploiting vulnerable people.

But this leaves out a large chunk of online casino marketing, as well as member benefits like sports tickets. So while bonuses are going to be restricted, expect to see plenty of creative promotional ideas emerging to compensate.

What about advertising? Has Sweden got the balance right?

Most importantly, the new regulations are a bit unclear about the role of advertising. And with bonuses taking a back seat, this could mean that casino operators will leverage ads in greater occurrence instead.

This could lead to an epidemic of glitzy, visually seductive ads, targeting the impulses of potential customers. But things could be more laid back as well.

Remember, the Swedish casino regulations stipulate harsh fines for breaching license guidelines, sometimes reaching as much as 10% of a company’s turnover. That’s pretty uncommon elsewhere in the gambling world, and we can’t be sure how it will affect the way casinos operate.

So the future is unclear. Sweden could head towards a zero advertising model (similar to Italy), or relax its attitude towards marketing (as with the UK). But the smart money is on a slow liberalization of the way casinos are promoted.

Sweden is lukewarm about gambling, but the direction of travel is clear: It’s a market Stockholm wants to encourage, and advertising is a key part of the picture.

Licensed online casino operators in Sweden

2 months have passed since the re-regulation of the market and so far, 69 companies have been granted a Swedish casino license. It’s a mix of old companies such as Betsson and Unibet and new sites, such as the Swedish casino Dreamz, that was granted a license at the end of 2018.

When speaking to the people at Dreamz.com regarding this huge change on the Swedish market they saw it as s positive development for both the casino industry in general and for Swedes and Sweden as a country.

Many of us at Dreamz have been in the casino business for over 10 years, and we believe this is what industry needs. Serious and legitimate companies will benefit alongside Sweden as a country, while operators that cannot deliver what is required to uphold the license requirement will disappear from the market. For one thing, responsible gambling is an issue that some companies need to make a better effort in, and as from 1 January 2019, this is a topic that will be of the highest priority and under the supervision of the Swedish gambling Authority, which is great for all parties.

 

 

 


Source: Latest News on European Gaming Media Network
This is a Syndicated News piece. Photo credits or photo sources can be found on the source article: How liberal will the Swedish gambling market really be?

George Miller (Gyorgy Molnar) started his career in content marketing and has started working as an Editor/Content Manager for our company in 2016. George has acquired many experiences when it comes to interviews and newsworthy content becoming Head of Content in 2017. He is responsible for the news being shared on multiple websites that are part of the European Gaming Media Network.

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Gaming Innovation Group to enter the Croatian market

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GiG-Croatia Gaming Innovation Group to enter the Croatian marketReading Time: 2 minutes

 

Gaming Innovation Group, Inc. (GiG) has today signed a share purchase agreement to acquire 75% of the shares of Croatian company Top Games d.o.o. (Top Games), a company which qualifies for a remote gambling permit.

The agreement provides market access to one of GiG’s in-house brands. It is based on a collaborative partnership model, expanding GiG’s B2C online gaming offering in a growing regulated market. Both parties will co-operate in the ongoing operation of the business.

GiG will acquire 75% of Top Games with the remaining 25% retained by the local partner who has a successful history in land-based casino businesses. The payment for this acquisition is solely based on a contribution of resources by the shareholders with no cash being paid. The local partner will upfront the initial costs, whereas GiG will provide rights of use of brand, a gambling platform and operational expertise.

GiG is planning to enter the online casino market in Croatia via this partnership in the first half of 2020. GiG expects moderate impact on its revenues deriving from this agreement from H2 2020 with an accelerated increase in revenue contribution from H1 2021.

Croatia has a population of approximately 4.1 million and is a regulated market, currently with six licensed online casinos. Croatia supports the locally regulated online operators by IP blocking both offshore and other non-regulated operators. The total gambling gross win in Croatia has an estimated total value of approximately €360 million in 2020e*. Online gambling in Croatia is subject to a gambling duty of 15%.

Richard Brown, acting CEO of GiG says: “I’m excited to further expand our B2C business by entering another regulated jurisdiction. Croatia is a very interesting marketplace for gambling and supports our strategy to grow our own brands in high potential and regulated markets. GiG has a track record of creating responsible gaming experiences with a captivating UX. This is a good opportunity to showcase the strength of our online casino offering and our passion for providing end users with a safe, responsible and competitive online gambling experience.”

The transaction is subject to the conclusion of regulatory approvals.

 


Source: Latest News on European Gaming Media Network
This is a Syndicated News piece. Photo credits or photo sources can be found on the source article: Gaming Innovation Group to enter the Croatian market

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Scout Gaming launches with the African licensee of the operator brand Betway

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betway-scout Scout Gaming launches with the African licensee of the operator brand BetwayReading Time: 1 minute

 

Scout Gaming launches with the operator brand Betway, initially for the African market under Betway’s African licensee partner. Betway was founded 2006 and is among the leading global operators, and the brand is currently operating under local licenses in a number of jurisdictions.

Betway’s African licensee partner has gained access to Scout Gaming’s full product portfolio and will launch in the upcoming weeks.

“We are proud that Betway’s African licensee partner selected us as their Fantasy Sports partner. They have quickly become market leaders in the region, and we are looking forward to support them as they expand,” comments Scout Gaming CEO, Andreas Ternstrom.

The agreement is not expected to have a material impact on Scout Gaming’s 2019 revenues but has the potential to have a significant effect on its revenues in future years, depending on the speed of rollout in the region.


Source: Latest News on European Gaming Media Network
This is a Syndicated News piece. Photo credits or photo sources can be found on the source article: Scout Gaming launches with the African licensee of the operator brand Betway

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Competitive gaming platform nicecactus.gg closes EUR 5 million Series A round and launches a grassroots esports sponsorship fund

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Nicecactus-Grassroots-Esports-Fund Competitive gaming platform nicecactus.gg closes EUR 5 million Series A round and launches a grassroots esports sponsorship fundReading Time: 2 minutes

 

First-of-its-kind grassroots esports sponsorship fund will allocate EUR 1 million (USD 1.1 million) to amateur and semi-professional esports athletes to support their professional development

Today, nicecactus.gg (previously Esport-Management.com), a competitive gaming platform dedicated to finding and raising the next generation of esports athletes, announced the closing of its EUR 5 million (USD 5.5 million) Series A round and the launch of a new product, the Nicecactus Grassroots Esports Fund, to pursue its next chapter of growth. The round was raised by a group of private investors and will be put towards building and refining the nicecactus.gg product offering, attracting top talent and scaling the business.

The EUR 1 million (USD 1.1 million) Nicecactus Grassroots Esports Fund (“the Fund”) will help amateur and semi-pro players and teams take the next step into professional gaming. Following a period of training on the nicecactus.gg platform, the Fund will accept applications from esports athletes for grants, which may be put towards activities like travel to and accommodation at tournaments they’ve qualified for, or to book bootcamps at professional training locations. Following a review of each application, grants will be awarded to those who have shown promise and consistency in tournaments and on nicecactus.gg’s soon-to-be-launched training game programs.

The key program dates are:

  • October 22, 2019 – registrations for the Nicecactus Grassroots Esports Fund start at nicecactus.gg/en/fund

  • December 20, 2019 – Road to Sponsorship opens for registered participants

  • January 27, 2020 – Fund application process opens for eligible athletes

  • February 27, 2020 – first grants are issued

 

“We deeply believe that if esports wants to enter the next stage of growth, it must be catered to and fostered at the grassroots level. By starting the Nicecactus Grassroots Esports Fund and raising additional capital to help unleash the full potential of every esports athlete, we further solidify our commitment to finding and raising the next generation of esports athletes,” said Alexandre Amoukteh, Co-Founder of nicecactus.gg. “Our new name, nicecactus, reflects our love for Nice, France — the bright, beautiful and sharp birthplace of our company. We want to create a place where everyone can forge their own path to pro by improving their skills and connecting amateur players with the pro world. Armed with our new name, funding and a new product, we’re one step closer to achieving that dream.”

“Our promise to the grassroots community is that nicecactus.gg helps players realize their true potential within competitive gaming. We do this by offering regular cash prize tournaments, providing access to pro esports guides and – in the near future – offering unique training games for our players to train and assess their progress,” said Nic van ‘t Schip, Marketing Director at nicecactus.gg. “We are proud to provide a platform for everyone to level up their game. And now, with our Nicecactus Grassroots Esports Fund, we’re excited to provide a new service to help the best-of-the-best reach the next rank in their esports careers.”

 

For more information please visit https://nicecactus.gg

 


Source: Latest News on European Gaming Media Network
This is a Syndicated News piece. Photo credits or photo sources can be found on the source article: Competitive gaming platform nicecactus.gg closes EUR 5 million Series A round and launches a grassroots esports sponsorship fund

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