Connect with us
SOFTSWISS

Latest News

How liberal will the Swedish gambling market really be?

Published

on

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.

 

 

 

Continue Reading
Advertisement




MARE BALTICUM Gaming & TECH Summit 2024

Latest News

1/ST PARTNERS WITH FRANCE GALOP TO BOOST INTERNATIONAL RACING BETWEEN FRANCE AND U.S.

Published

on

Reading Time: 2 minutes

1/ST, North America’s preeminent Thoroughbred racing and leading pari-mutuel wagering company, has today announced a breakthrough partnership with France Galop, the governing body of French horse racing.

This new initiative sees both parties come together to form a series of high-class partnerships that will power increased international participation across a host of top-quality Graded contests and marquee race days, beginning with the $100,000 Grade 3 Gallorette Stakes on Preakness 149 race day at 1/ST’s Pimlico Race Course in Baltimore, Maryland on May 18. The winner will be automatically qualified to run in the €250,000 Group 1 Sumbe Prix Jean Romanet Stakes at Deauville on August 18. The Galorette winner will also receive a free equine travel stipend to cover its subsequent travel costs to France.

The collective aim is to establish long-lasting links between revered races in France and valuable turf contests at 1/ST racetracks across North America, boosting the international profile and prize funds of all participating contests and increasing the number of runners entered in these races which, in turn, will engage a wider international audience and drive global wagering turnover.

This innovative collaboration with France Galop leverages natural synergies between two powerhouses of the sport. Moreover, it builds on similar global “gateway” partnerships which 1/ST has already formed with Ascot Racecourse (via Gulfstream Park’s Royal Palm series for Royal Ascot’s juvenile races) and the UK Jockey Club around the Group 1 July Cup and the Eclipse Stakes, now twinned as qualifiers for the newly minted California Crown taking place at Santa Anita Park on September 28, marking California’s richest day of racing.

As an automatic qualifier for France Galop’s Prix Jean Romanet, the Gallorette Stakes also shines the spotlight on a high-profile undercard for Preakness 149. This year’s Preakness 149 race day will be the most lucrative in the event’s history with $3.3 million on the line, highlighted by the running of the 149th Preakness Stakes, the middle jewel in the Triple Crown, featuring an increased $2 million purse. These enhanced purses reflect 1/ST’s vision for the future of the highest standard of world-class Thoroughbred horse racing, combined with unique and elevated guest experiences, and exciting opportunities for owners, trainers and bettors to usher in a new era for racing.

Aidan Butler, President of 1/ST, said: “1/ST is thrilled to create another great global partnership, breaking new ground in France with our friends at France Galop. This Gallorette-Romanet pathway is an exciting trial for hopefully more reciprocal race days in France, considering France Galop’s rich heritage in staging many of the most prestigious turf contests in Europe at courses like Deauville, Chantilly and Longchamp.

“We look forward to announcing more global racing partnerships over the year ahead. Whether we’re bolstering the brand, increasing horse-recruitment numbers, or driving wagering dollars overseas, it’s high time for more innovative moments on the worldwide racing stage.”

Henri Pouret, Chief Operating Officer at France Galop, added: “We’re naturally delighted to be teaming up with 1/ST on this compelling initiative which will introduce many new French racing fans to Preakness 149 and add some welcome transatlantic flavour to the Group 1 Sumbe Prix Jean Romanet Stakes, now in its 20th year of attracting the best middle-distance horses in the business.

“The travel stipend is an excellent incentive for facilitating stress-free long-haul travel, helping to secure a stellar field of global contenders for the Romanet, and proving that racing is a sport whose worldwide appeal is no barrier to worldwide participation, be it in France or the States. We look forward to welcoming the Gallorette victor to Deauville later this summer and building on the success of US-trained horses at other elite European events, such as Royal Ascot.”

Continue Reading

Gaming

Digital Asset Horse Racing Game Stables Appoints Lebnan Nader CEO And Unveils International Expansion Plan

Published

on

Reading Time: 2 minutes

Stables, the Paris-based Web3 Equestrian Fantasy Game, has appointed venture capital veteran Lebnan Nader as Chief Executive Officer.

Lebnan Nader, who had founded and run several gaming and technology businesses, will oversee an international expansion as Stables seeks to add horses and attract owners from outside its French home market.

Launched in January 2023, Stables was born from an ambitious project funded by PMU, the European leader and number 3 worldwide in horse betting, alongside the startup studio 321. The game is designed to bring the excitement of horse racing into the digital realm by combining real data from actual racehorses with an online Web3 gaming experience where horses are represented as tradable non-fungible tokens.
“Stables brings together two of my favorite domains, video gaming and horse racing. Two sectors I’ve been involved in for the past 12 years. The game’s ambitions are high, and that’s what convinced me,” said Lebnan Nader, CEO of Stables. “The teams have done a tremendous job, and we will continue to develop the game, but my priority will be our community, as they are our greatest strength.”
A graduate of HEC Paris with nearly 20 years experience in strategy, product development, and market positioning in the digital sector, Lebnan co-founded an internationally acclaimed video and VR gaming studio, and also co-founded a software company for lottery and betting operators.

PMU’s initial gamble to reach a new audience has paid off as Stables now boasts a community of several thousand engaged players, aged 25 to 40 on average. The community is currently composed of 70% French players and 30% from the rest of the world.

The Stables teams are now expanding the gaming experience by adding new features that will allow any player, even without owning NFTs, to be able to explore Stables for free. A seasonal horse racing system with an in-game leaderboard will be introduced, as well as “The Paddock Gazette,” a feature allowing the analysis of all NFT data and comparing their performances.

The ability to interact with other players and access numerous new horses are among the features currently in development.
“In 2023, Stables succeeded in realizing PMU’s bold vision of diversifying the world of horse racing into Web3 and becoming today’s reference in equestrian fantasy gaming. Contributing alongside its historic partners to the financial support for an accelerated development of Stables represents for the Tezos Foundation a natural progression to the adoption of Tezos. Among other things, the Tezos Foundation always listens to the needs of management teams and economically engages in projects that have adopted its blockchain to be an active participant in their growth stages,” says Jean-Frédéric Mognetti, Executive Director of the Tezos Foundation.
“Convinced of the relevance of the project, it seemed important to involve new investors. We enthusiastically welcome the financial support of the Tezos Foundation, which strengthens a proven technical collaboration that the project has benefited from since its inception,” comments Emmanuelle Malecaze-Doublet, CEO of PMU.

Continue Reading

Latest News

SINGAPORE & UK TOTE COMMINGLE POOLS ON BRITISH RACING

Published

on

Reading Time: 2 minutes

The UK Tote Group and Singapore Pools have signed a new agreement to commingle pools.

The agreement sees both organisations combine liquidity with customers of Singapore Pools betting into the UK Tote’s pools on British racing meetings. This creates bigger UK pools, ensuring a better customer experience for racing fans in the UK and in Singapore and an improved financial return to the sport.

The agreement was made in partnership with Arena Racing Company and Racecourse Media Group as the media rights holders for British racing’s 59 racecourses. Singapore Pools have been long-standing partners of British racing, hosting local pools on the sport. This collaboration between these stakeholders further deepens the relationship, benefiting racing fans and the sport.

Simon Leong, Chief Product Officer of Singapore Pools, expressed his enthusiasm for the new commingling arrangement with the UK Tote. He said, “We are delighted to collaborate with the UK Tote on this new front, which not only provides our customers access to larger pools but also contributes to British horseracing which have been telecasted in Singapore since 2010. We deeply appreciate our longstanding partnership with British racing and look forward to further strengthening the communal horseracing ties shared between us. Singapore Pools will continue to bring quality products from around the world to Singapore and elevate the racing experience for all.”

Jon Knapman, International Chief Commercial Officer of the UK Tote Group, said: “This is a really positive development and we’re pleased to have the opportunity to collaborate with colleagues at Singapore Pools to ensure bigger pools for all our customers. We will continue to cooperate and commingle with our international pool betting partners to ensure bigger, more unified pools on our racing. We’d like to thank all involved who contributed to this new agreement.”

Nick Mills, Chief Commercial Officer of RMG, said: “Singapore Pools have been a long-standing partner of British and Irish racing, having hosted local pools for over 15 years. This is a great example of British racing working together and we are delighted to work with all parties to facilitate commingling into the UKTG and therefore provide greater liquidity, which will see benefits to all.”

Continue Reading
Advertisement
Alpha Affiliates
Advertisement

EveryMatrix

Advertisement

SaaS-builder for partner program development and performance marketing optimization

Advertisement

Launch your iGaming business swiftly and effortlessly with our comprehensive turnkey solutions

Advertisement

LEADING AFFILIATE MARKETING SHOW

Trending (Top 7)

Get it on Google Play

EuropeanGaming.eu is a premier online platform that serves as a leading information hub for the gaming and gambling industry. This industry-centric media outlet reaches over 200,000 readers monthly, providing them with compelling content, the latest news, and deep-dive insights.

Offering comprehensive coverage on all aspects of the gaming sector, EuropeanGaming.eu includes online and land-based gaming, betting, esports, regulatory and compliance updates, and technological advancements. Regular features encompass daily news articles, press releases, exclusive interviews, and insightful event reports.

The platform also hosts industry-relevant virtual meetups and conferences, and provides detailed reports, making it a one-stop resource for anyone seeking information about operators, suppliers, regulators, and professional services in the European gaming market. The portal's primary goal is to keep its extensive reader base updated on the latest happenings, trends, and developments within the gaming and gambling sector, with an emphasis on the European market while also covering pertinent global news. It's an indispensable resource for gaming professionals, operators, and enthusiasts alike.

Contact us: [email protected]

Editorial / PR Submissions: [email protected]

Copyright © 2015 - 2024 - European Gaming is part of HIPTHER. Registered in Romania under Proshirt SRL, Company number: 2134306, EU VAT ID: RO21343605. Office address: Blvd. 1 Decembrie 1918 nr.5, Targu Mures, Romania

We are constantly showing banners about important news regarding events and product launches. Please turn AdBlock off in order to see these areas.