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Surge of new licenses & questionable Marketing tactics in Sweden

15 Mar 2019

new-licenses-swedenSince 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.

Swedish Gambling Competition Fuels Guerilla Marketing 

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 whether a balance will be retained that will enable companies, the regulator and players to have a harmonious and upheaval-free relationship.

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Even though 888 started as a casino and poker site, in 2008, the sportsbook came into the light. Since then, the offering has been steadily improving. It has moved its business to Gibraltar and has become one of the most established brands. It has a clear white market strategy and focuses a lot on localization. It currently holds local licenses in countries with strict betting regulations, like Italy and Spain. In addition, it recently expanded to the US market with the launch of the SI sportsbook. The horse and greyhound sections are excellent, and you can utilize several features while betting. Nonetheless, there are some aspects I would like to see some enhancements. The site recently switched from the Kambi to an in-house built platform and faces the same problems as any new platform does. The number of markets offered, even for the top football events, has dropped considerably, especially compared to the competition. Also, there have been several instances where the Cash Out feature has been suspended for a long period. Finally, the withdrawal times are rather slow. Overall, 888sport is a site worth trusting and following.

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