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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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Play’n GO Continue to Thrive Under Swedish Re-Regulation

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sweden Play’n GO Continue to Thrive Under Swedish Re-RegulationReading Time: 2 minutes

 

Premier supplier Play’n GO revealed today the news that they have gone live with yet another operating partner in the Swedish region.

 

This is the latest step in Play’n GO’s expansion in the country following re-regulation in January.

The slot supplier has wasted no time in making the most of the opportunities that Sweden now presents. Deals with several partners means Play’n GO are now live with a significant number of operators that have applied for, and received, a Swedish licence, all in the space of three months.

The move is yet another reflection of the company’s dedication to compliance and to being the supplier of choice for regulated markets, a fact reflected by their recent nominations at this year’s GamblingCompliance Global Regulatory Awards.

Magnus Olsson, Head of Sales and Account Management spoke on the significance of regulated markets and this latest expansion:

“This is home turf for us, so we are proud to be part of this landmark development. We worked hard, as we always do, to make sure we were in a position to maximise on the opportunity this re-regulation would afford our partners and us.

We have put a lot of energy into making sure our standing in matters of compliance is nothing short of first rate. Regulated markets are the future for online gambling, and we embrace that future.”

For more information about Play’n GO, their offices, or their products and services, please visit http://www.playngo.com or contact sales@playngo.com.

 

Founded in 2005, Play’n GO are a leading supplier for slot gaming in the casino industry. One of the first suppliers to recognise and utilise the potential of mobile slot gaming, their innovation has revolutionised the industry and led Play’n GO to the forefront of the casino supplier market. Since its inception Play’n GO have curated a portfolio of award-winning games developed and tailored for compatibility with all devices and operating systems. In addition to this, they also provide back-end services and solutions to ensure operators are equipped to provide the ultimate gaming experience; this includes their casino platform and their server-based gaming solution, OMNY.


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: Play’n GO Continue to Thrive Under Swedish Re-Regulation

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Raketech expands its online sports listing services into Finland via acquisition of TVmatsit.com

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raketech-finland Raketech expands its online sports listing services into Finland via acquisition of TVmatsit.comReading Time: 2 minutes

 

Raketech, a leading online affiliate and content marketing company, continues to expand its offering of online sports TV listing platforms by acquiring Finland’s leading sports listing website TVmatsit.com.

 

TVmatsit.com is a product that has clear synergies with Raketech’s existing family of online media guide websites and mobile apps. TVmatsit.com is a highly popular platform that generates traffic organically by delivering a complete guide to sports broadcasting in Finland and through a successful media buying strategy. The founders of TVmatsit.com will continue to run the product post-acquisition, and also integrate successful aspects of the platform and media strategy across Raketech’s key markets.

Michael Holmberg, CEO of Raketech, said: “We are pleased to acquire TVmatsit.com, a product which complements our existing range of online sports listing platforms. The acquisition is in line with our strategy to offer all product categories in Raketech’s key markets, and until now we have lacked a guide product in Finland. We look forward to working with the TVmatsit team to further optimise the product with our content and SEO expertise, and also replicate their successful media buying strategy in other markets.”

The acquisition was secured at a multiple of 5.2x EBITDA. The purchase price amounts to EUR 1.6 million, with an additional EUR 0.3 million paid over the next 24 months pending agreed-upon performance targets.

With the acquisition of TVmatsit.com, Raketech increases its online sports media offering, which currently includes TVmatchen.nu (Sweden), TVsportguide.com (UK), TVsporten.dk(Denmark), TVsportguide.de (Germany), TVkampen.com (Norway) and Esportsguide.com (Global).

 

About Raketech Group:

Raketech is a leading online affiliate and content marketing company, with expertise in delivering comparison services for sports and gaming, online guides, communities and social media products in primarily the Nordic region and the UK. Through some 20 flagship brands, Raketech guides sports and gaming enthusiasts to the best possible services, while also delivering high-quality traffic and leads to its partners. Raketech grows both organically and via acquisitions and operates its business in accordance with a clear framework for responsible affiliate marketing services. The company’s shares are listed in Nasdaq First North Premier with ticker RAKE. Erik Penser Bank AB is the company’s Certified Adviser (certifiedadviser@penser.se / +46 8 463 83 00). For more information, visit www.raketech.com.


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: Raketech expands its online sports listing services into Finland via acquisition of TVmatsit.com

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Austria in focus with Julia Kotanko (Associate with Dr. Christian Rapani) at MARE BALTICUM Gaming Summit 2019

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Julia-Kotanko-Announcements-Mare-Balticum-2019 Austria in focus with Julia Kotanko (Associate with Dr. Christian Rapani) at MARE BALTICUM Gaming Summit 2019Reading Time: 2 minutes

 

Austria may be the home of the biggest gaming machine producer in the world, but it is also the home of the most un-attractive gaming regulation in Europe. There have been many talks around the regulation in Austria and many court decision are yet to be announced, that could set a precedent in order to create a much better climate for the gaming industry.

During the second edition of MARE BALTICUM Gaming Summit, also known as the Baltic and Scandinavian Gaming Summit and Awards, Julia Kotanko (Associate with Dr. Christian Rapani), will take part in the “Gambling industry updates from the D-A-CH region” compliance panel discussion and present new highlights from the Austrian gambling industry.

MARE BALTICUM Gaming Summit will take place on the 9th of May at Radisson Blu Royal Astorija Hotel and is gathering the gambling industry from the Baltic and Scandinavian regions for a full day of quality learning and networking with like-minded peers, regulators and representatives of the industry media.

Register here or View the Agenda!

About Julia Kotanko

Julia-Kotanko-Carusel-Mare-Balticum-2019 Austria in focus with Julia Kotanko (Associate with Dr. Christian Rapani) at MARE BALTICUM Gaming Summit 2019Julia Kotanko has completed her law degree at the Karl-Franzens University in Graz. After graduation she became an associate at an esteemed law firm in Graz where she focused on terrestrial offerings of games of chance in Austria. Since the beginning of 2018 she is a senior legal associate with the law firm of Dr. Christian Rapani, where she has made the move to online gaming offerings. She is continuing her academic career by writing a doctoral thesis at the Vienna University of Economics and Business on the topic of online sports betting.

Make sure you take advantage of this unique opportunity of learning and networking with the gambling industry in the Baltic and Scandinavian region via the MARE BALTICUM Gaming platform which has been launched in 2018 and is committed to bringing together industry shareholders and government officials from the Baltic and Scandinavian region on a yearly base.

Browse the official event website here: www.marebalticumgaming.com


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: Austria in focus with Julia Kotanko (Associate with Dr. Christian Rapani) at MARE BALTICUM Gaming Summit 2019

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