The Swedish market is now regulated and gambling operators have shown a great interest in acquiring a license, starting from the very first day of the licensing procedure. Among them some well known brands can be found, like Betsson and Svenska Spel, while a total of 22 betting companies applied for the right to get a slice of the Swedish gambling pie! As the official authorities told, they expect that they will have more than 70 license applications ahead of the re-regulation of the country, which is going to give an end to Svenska Spel’s monopoly!
Cherry, Betsson and Expekt, as well as the Kindred Group and more exactly Unibet, are just few of the brands which are expected to be a part of that regulated market, while all of these gambling operators are going to tolerate an 18% tax, while there are going to be strict requirements for moderation in marketing gambling, as the authorities have explained in the previous months.
Betsson was among the betting companies filling an application to get a license and their CEO, Mr. Pontus Lindwall, delightfully commented on the procedure: “Sweden is our home turf. We’re a Swedish top company within the industry, and we’ve been in this market for a very long time. I think it’s great that it opens up for regulation and for license applications. We’ve been operating in this market for a long time and now we will get better possibilities for marketing, sponsorships, and PR that’s good. But in most of our operations, I think we will be operating as before but under the new regulation.”