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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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New Jersey Governor Signs Bill which Allow Golden Nugget to Take NBA Bets

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9-10 New Jersey Governor Signs Bill which Allow Golden Nugget to Take NBA BetsReading Time: 1 minute

 

New Jersey Governor Phil Murphy has signed a bill which allows the Atlantic City’s Golden Nugget casino to accept bets on most National Basketball Association (NBA) games.

Tilman Fertitta, a billionaire from Texas, is the owner Golden Nugget casino. He also owns the NBA’s Houston Rockets team. When New Jersey lawmakers legalised sports betting last year, a provision in the law banned team owners from placing or accepting bets on any games involving their sport.

“We’re grateful, and appreciative that people eventually realized this was an overreaction. It allows us to compete,” Steve Scheinthal, general counsel for the Golden Nugget’s parent company, Houston-based Landry’s Inc., said.

The ban on all NBA bets cut badly into the Golden Nugget’s New Jersey sports betting business. A gambler wanting to place bets on football at the Golden Nugget had to go somewhere else to bet on basketball, making it much less likely he or she would visit the Golden Nugget at all for sports betting.

“It was like going into a boxing ring with one arm tied behind your back. You just can’t compete that way. It gave everyone a year’s head start on us,” Scheinthal said.

 


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: New Jersey Governor Signs Bill which Allow Golden Nugget to Take NBA Bets

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ESA Expresses Discontent with Recommendation of the UK’s DCMS to Regulate Loot Boxes Under Gambling Act

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8-12 ESA Expresses Discontent with Recommendation of the UK’s DCMS to Regulate Loot Boxes Under Gambling ActReading Time: 1 minute

 

Entertainment Software Association (ESA) has expressed discontent with the recommendation of the UK’s Department of Digital, Culture, Media and Sport to regulate loot boxes under the Gambling laws.

Following an investigation on loot boxes, the UK Department for Digital, Culture, Media and Sport’s (DCMS) parliamentary committee termed loot boxes as gambling and called for immediate measures to protect the children by regulating them under gambling laws.

In a statement, the ESA said that they take seriously the issues raised in the UK Parliament’s Digital, Culture, Media and Sport Committee report but strongly disagree with its findings.

“As demonstrated by the recent announcement of policies regarding the disclosure of the relative rarity or probability of obtaining virtual items in paid loot boxes, as well as the robust parental controls that empower parents to control in-game purchases, the video game industry is a leader in partnering with parents and players to create enjoyable video game experiences.”


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: ESA Expresses Discontent with Recommendation of the UK’s DCMS to Regulate Loot Boxes Under Gambling Act

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Kentucky AG Andy Beshear Reveals Plan for Casinos, Sports Betting Across State

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7-9 Kentucky AG Andy Beshear Reveals Plan for Casinos, Sports Betting Across StateReading Time: 1 minute

 

Andy Beshear, the Democratic candidate of Kentucky gubernatorial election, has unveiled his plan to expand gaming and bring casinos, sports betting, fantasy sports and potentially online poker into the Bluegrass State.

Beshear, the state’s current Attorney General, faces Republican incumbent Gov. Matt Bevin in the November general election. Bevin has spoken out against gaming, especially as an option to increase funding for public pensions.

Beshear’s plan resembles what Illinois officials pushed through in their state earlier this year. While Illinois already had casino gaming, the new law expands the number of casino licenses available and allows sports betting across the state. Illinois plans to use the revenue stream to shore up the state’s infrastructure and fund pensions.

Kentucky is one of the 10 states in the US without a commercial or tribal casino. The border states of Kentucky such as Illinois, Indiana, and Ohio have casinos or racinos located just across the Ohio River near major population centres in Kentucky. Beshear said that the state loses out on $500 million in tax revenue annually to its neighbouring states.


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: Kentucky AG Andy Beshear Reveals Plan for Casinos, Sports Betting Across State

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