Since the last update on its legislative framework in January 2018, Sweden has been making great steps towards creating a regulated gambling environment only comprising licensed operators. This has led to the issuance of 116 new licenses by Spelinspektionen so far, with the regulator constantly processing new applicants. 62 of those licenses have gone towards online casino operators, while the remaining ones are related to sportsbook and land-based casino products.
The Swedish regulator also announced that many companies have gone after more than one type of license, intending to provide their services to both betting and casino fans. Specifically, those 116 licenses have been acquired by only 72 applicants, proving that brands are trying to lay hands on as diverse a player base as possible.
Sheer competition among companies in the region has pushed many brands to resort to quite questionable Marketing tactics to get a more significant share of the market. Many advertising campaigns in post-regulated Sweden have been characterised as borderline aggressive, implementing various Guerrilla Marketing strategies. This recently observed phenomenon led Minister for Civil Affairs, Ardalan Shekarabi, to publicly warn casino brands in February against utilising such methods, most probably implying that the government will take action if they don't conform.
There have been estimates of Spelinspektionen applying strict advertising restrictions, similar to the ones implemented in the UK and Italy that might even extend to the type of ads shown during live sports events. While in the case of Italy many people argue that the tight advertising framework will produce the opposite results than those expected, it remains to be seen what all that will translate to in the Swedish territory. The main question is if a balance will be retained that will enable companies, the regulator and players to have a harmonious and upheaval-free relationship.
Why choose 888sport
- 10.000 live events per month
- 40+ sports
- Bet Builder
- Market Maker
- Asian Handicap
- Alternative HC’s on Tennis & Basketball
- Lots of outrights
- Great UX
Although 888 originally started as a casino & poker operator, in 2008 they brought their sportsbook to the spotlight and since then they keep improving their offering. 888sport has a clear white markets strategy. They now have licenses in the US, Spain, Italy, Sweden and in the UK among others. Although I don't usually comment on UX, design and gamification are amazing. Just 2 clicks are enough to place your live bet, up to 4 are needed for a pre-match wager, while features like Build a Bet, Instant Betting and Market Maker, enhance the betting experience. I love the variety of markets and the intriguing live betting section, which comes with an HD streaming service. The same goes for the variety of payment systems. On the other hand, while their odds are on most occasions around the average rate of what other books offer, they still need improvement on the secondary leagues/bets and on Asian lines. Also, the low limits on withdrawals need to be changed asap. Nonetheless, 888sport ranking is high among the punters and for sure is a sportsbook worth to be trusted and followed.