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How the Re-Regulation of the Swedish Market Affects Players and Casino Operators



How the Re-Regulation of the Swedish Market Affects Players and Casino Operators
Reading Time: 7 minutes


Gambling industries from all over the world have to comply with a set of gambling regulations. Some are quite reasonable, whilst others may be more restrictive. Regardless, we can agree that they’re all confusing irrespective of the country you’re residing in.

In this post, we’re going to tackle the ins and outs of the Swedish gambling market. In particular, we’re going to talk about some gambling laws that are currently in place, and  how these are affecting casino operators and players


Gambling in Sweden: An Overview

Did you know that gambling in Sweden dates back to the 11th Century? That’s right! In fact, its roots can be traced back to the time when the Vikings conquered the land. According to several historians, it seems the Swedes used a dice game to settle a land dispute with the Norwegians.

Nowadays, Sweden has sought to become one of the biggest gambling markets in Europe. With well-known brands such as Unibet and Betsson, both of which fall under Kindred group, the Swedish gambling market has well and truly made its mark on the world.

As far as land-based gambling goes, there are currently four brick and mortar venues in Sweden. They are located in Sundsvall, Gothenburg, Stockholm and Malmo. As you can expect, these land casinos are packed with slot machines, poker, blackjack, roulette and baccarat. To enter a casino and play any of these games, you must at least be 20 years of age.

However, you are allowed to engage in casino online if the platform is licensed and if you are 18 years old.


Understanding Sweden’s Gambling Laws

It’s no secret that Sweden has experience a number of changes in gambling laws and regulation. For starters, one must keep in mind that the government established the state gambling monopoly back in 1934 to ban illegal gambling activities.

Given that Sweden’s local gambling market remained a state monopoly up until 2018, Swedish players had the option to gamble at the four venues or cruise ships. That said, it became harder for lawmakers to stick to the state monopoly given that the online casino world is making its mark on the world.

Online gambling became officially legal in Sweden back in the year 2002. Following this, Swedish lawmakers introduced laws that would open the doors to the market. In fact, more and more casino operators have been advertising their services openly during the last few years.

According to several industry experts, people are more nowadays more invested in playing online casino games due to the convenience and portability that comes with them. We get it – all you need to do is switch on your desktop device and just like that, you can place bets and enjoy your gaming experience.

On top of that, you can also opt for mobile gaming. Needless to say, the interest in this market is huge. In fact, lots of industry experts expect mobile devices to replace desktops in the years to come. Again, portability is a huge selling point here, so we understand why more and more users are opting to play casino games on their mobiles.

As mentioned previously, the success of the online gambling industry meant it became harder for state-owned Svenska Spel to monitor gambling activities. Given that this was set up many years ago, it obviously started causing more problems within the Swedish gambling industry. On top of that, Sweden faced a lot of pressure from the European Commission to completely remove the state gambling monopoly.

Evidently, it was causing a lot of problems to the industry due to the fact that it was limiting competition from industry operators from all over the world. As Swedish industry lawmakers faced more pressure from the European Commission to re-regulate the Swedish market, things were looking up.

After lawmakers realized that the Swedish government was losing many shares to international casino operators, they finally abolished the state gambling monopoly. The new Gambling Act came into effect on 1st January 2019. Since then, the Swedish Gambling Authority has been accepting more private online casino operators.

As one can imagine, there were many reasons as to why new reforms where needed. First off, there was a need to recognize the unregistered market. On top of that, these new laws would allow the country to benefit from the taxes.

Under the new act, the Swedish Gambling Authority now has the right to approve all forms of gambling on an online and offline basis. Additionally, the new laws also impose strict regulations on responsible gambling and most importantly, protects players.

To illustrate this as an example, operators cannot offer credits to players. Furthermore, built-in tools such as self-exclusion has to be added to each platform by law. Following this huge change more than 100 casino operators have been registered as licensed providers. Needless to say, the year 2020 marked a significant change in the history of gambling in Sweden.


Main Takeaways from the New Legislation

So far, we’ve established that online gambling is no cause for concern for players. In fact, creating an account and placing bets online aren’t considered as criminal offenses. That said, if you are a casino operator, you need to make sure that you are doing things by the book.

Gambling regulations in Sweden aren’t so bad for players as it is not a criminal offense to create an.

Here the key points from Sweden’s new gambling legislation (SFS 2018:1138):

  • Companies need to pay 18% tax for commercial gaming
  • There are six different licenses (depending on the service offered)
  • 0% tax for charitable gambling events
  • License prices vary – 400,000 – 700,000 SEK
  • The legal age is 18+ to play online and 21+ to be able to enter a land-based casino.

Although the new rules will increase revenues, the re-regulation of the market will promote a safer gambling environment for players and operators. As mentioned previously, this will improve cyber security, online safety, match fixing and game security.

All rules in the new legislation apply to all gambling services (online and land gambling) that target Swedish players. In the long run, this allows all foreign operators to have equal chance of competing with Svenska Spel where advertising and marketing issues are concerned.

Types of Licenses

State owned games Casino games, slot games and some lottery Only for state owned companies
Public purpose games Some lottery games Only for non-profit organizations
Commercial online games Online casino games, slot machines and bingo Companies that meet the following criteria
Betting All forms of online and land-based betting Companies that meet the following criteria
Commercial land-based games Slot games and card games outside a casino Companies that meet the following criteria
Cruise ship games Casino games and slot machines Ships on international waters


And on that note, we will now focus on some of the best online casinos that are licensed to operate and offer their services in Sweden.


Top Casinos in Sweden

So, which are the top contenders that are exciting Swedish casino enthusiasts? Check out our definitive list here!

Spin Casino

If you’re looking for a top casino that offers the full package, look no further than Spin Casino. Ever since it was launched in 2018, it has excited players from all of the world with what’s on offer. We’ll tell you one thing – the bar is extremely high

Since you’re here for the gaming experience, we can guarantee that the lobby is packed with the best casino games from top leading providers. From top online slots, intense table games, immersive live casino and more, you’re spoiled for choice. There are plenty of chances for you to get your hands on the gold, not to mention what’s in store when it comes to bonuses.

When you sign up, you can get 100 SEK after you place your first deposit! What a way to kick things off right?!


Twin Casino

Twin Casino has also made it to our favourites’ list – and with good reason! Swedish players are treated to an online casino experience that well and truly exceeds their expectations. For starters, you are awarded 100 SEK or 100 Free Spins just for signing up! (Terms and Conditions Apply) What’s not to like?!

Best of all, you are treated to over 1,000 games from over 20 manufacturers. Trust us when we say Twin Casino isn’t messing around here. In fact, this casino operator has teamed up with the likes of NetEnt, Evolution Gaming, Play ‘n Go and Pragmatic Play (amongst others) to offer best-loved slots, thrilling table games and immersive live casino.

What’s also great about Twin Casino is that you have free rein to enjoy your favourite games on your phone or via your smartphone device. Additionally, there are plenty of deposit and withdrawal methods you can use, including Mastercard, Trustly, Neteller, Skrill and others. If any problems crop up, you can always get in touch with the 24/7 customer support team.


888 Casino

A casino like 888 casino certainly needs no introduction. With over 20 years of experience in the industry, this provider knows exactly how to offer a jam-packed experience to Swedish players. And we can see why!

Needless to say, the games are the heart and soul of every casino experience. In this case, 888 Casinos promises only the very best casino games for all gaming levels. Given that all games are provided by leading gaming giants such as NetEnt, you just know you won’t be disappointed.

We’re talking classic slots like Starburst and Gonzo’s Quest, as well as table games like blackjack, roulette, baccarat etc. Of course, we can’t forget the stellar live casino selection of games! Again, you know you are guaranteed a cutting-edge gaming experience. What’s more is that you can bag 100 SEK welcome bonus upon registration. (Terms and Conditions Apply)

Finally, 888 Casino ensures that all the technical details work just as good as the games. You are spoiled for choice with the selection of banking solutions and you are also given the option to get in touch with the 24/7 customer support team.


Casino Room

Come one, come all to the Casino Room! Where to start? Once again, we’ve got another reputable provider that has a valid Swedish license to offer casino games and services in the country.

And we’re so glad they do! You are invited to a casino room – no pun intended, packed with over 1,000 games from top gaming giants that are currently dominating the industry; NetEnt, Microgaming and Yggadrasil. We’re talking the best card games, classic casino games, slot machines and even a dose of live casino! From casino classics like Jack and the Beanstalk , Blood Suckers to the world famous Starburst, players at Casino Room can always find a game that suits their taste!

You’re also treated to a generous welcome bonus that will certainly make your experience even more exciting. (Terms and Conditions Apply)

Above everything else, you are offered a safe and secure gaming experience every single time. Given that Casino Room takes responsible gaming very seriously, this provider is happy to offer support and advice on the topic.


Latest News

iSoftBet goes live with Eyas Gaming



Reading Time: 2 minutes


iSoftBet, part of IGT PlayDigital, has established a partnership with experienced operator Eyas, to provide the brand with its high-quality gaming services and products.

The agreement will see several of iSoftBet’s high-quality titles and third-party gaming content go live across Eyas’ network, allowing its customers to enjoy some of the most engaging gaming experiences on the market.

Founded in 2020 by a group of iGaming industry veterans, Eyas is a UK-facing operator with a well-rounded team comprising of IT development, marketing, and customer operations, backed by the Gauselmann Group – Germany’s leading land-based slots manufacturer and arcade operator.

The deal further reinforces the impressive commercial success that iSoftBet has experienced in recent months, having established deals with experienced operators Lowen Play, Alphabet and Casino Interlaken.

Lars Kollind, Head of Business Development at iSoftBet, said: “Off the back of this comprehensive partnership, Eyas’ customers are finally able enjoy our impressive proprietary games selection and third-party offering.

“Our pioneering games will now feature across Eyas’ sites – including Merkur Slots and Merkur Casino in the UK – and reach new audiences, helping us on our mission to further awareness about our multifaceted portfolio.”

Jack Anthony, Head of Product at Eyas, said: “We are thrilled with the deal that has been established, allowing us to offer iSoftBet’s high-quality slot titles across our various sites.

“We expect our customers to take full advantage of the brand’s efficient aggregation platform, which provides a vast selection of gaming products from a range of the industry’s leading suppliers.”

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Reading Time: 2 minutes


New from skill-based arcade games pioneer Green Jade Games comes Tap Tap Splat, a cartoon whack-a-mole style game that allows players to bet on their splatting skills.
Tap Tap Splat invites players to choose a wager amount, then whack as many jelly monsters that pop up randomly on their screen as possible in one minute. Players tap on the targets to gain points and payouts, while avoiding the bombs that will deduct points if they’re detonated.

It’s the latest addition to the Green Jade lobby, which includes a suite of state-of-the art skill-based gambling games like Jade Puzzle, Casino Blocks, Cash Quiz, Cash Smash, Galaxy Wing and Speedy Candy.
The Arcade Lobby offers many different genres of games, from Brick Breaker, to Puzzle, and from Hyper Casual to First Person Shooter. Players can also take advantage of special promotions and track their progress on leaderboards.

Green Jade has spent years researching, developing and building this brand-new vertical in the igaming space. Arcade games offer the same volatility, prize range and hit frequency as slots, but with a completely different interactivity and reward sensation.
Green Jade believes arcade games help operators grow their audience through the acquisition of players who wouldn’t have previously been interested in sports betting or slots, generating increased revenues and more loyal players.

Mark Taffler, Chief Commercial Officer at Green Jade Games said: “Tap Tap Splat says it all really. It’s inspired by end-of-the pier whack-a-mole games, but with a gambling element. Over the past 12 months, we’ve seen a huge growth in the audience for skill-based arcade and we believe that will continue for the foreseeable future. Tap Tap Splat is a great addition to our ever-growing lobby of games. Not just that but it’s a great addition to any Casino’s Lobby.  It stands up vs any slots out there today“

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Flexion targets TikTok influencers to give game developers a reliable low-cost return on user acquisition



Flexion targets TikTok influencers to give game developers a reliable low-cost return on user acquisition
Reading Time: 3 minutes


Flexion Mobile’s influencer marketing agency Audiencly is metamorphosing many of its 6000-7000 top influencers on to TikTok using a disruptive service from Liteup Media.

The recently launched cost per install (CPI) service offers game developers a way to target users on TikTok and works in a similar way to automated ad buying. TikTok is currently the fastest growing social media platform and, importantly for game developers, the best for reaching Gen Z (zoomers) — 10 to 25-year-olds, the biggest audience for many game categories.

TikTok is predicted to reach 1.5 billion monthly users by the end of the year. Over half of them will be zoomers. TikTok is the most engaging social media platform, with an average user session of 10.85 minutes. It is inherently viral which means that even accounts with only a small number of followers can trigger millions of views for the right video.

“TikTok has the potential to reach a whole new generation of game players,” says Adrian Kotowski, CEO of Audiencly, “so it’s vital for developers to include influencers on the platform in their marketing mix. By offering our carefully curated group of content creators the chance to add TikTok to their output, we’re giving our clients instant access to this channel. They retain the same tried and trusted influencer personalities but with Liteup they reach out direct to the TikTok generation.”

Disruptive influencer tech

Liteup automatically connects developers with influencers through its mobile app in a way that precisely matches target audiences. To date, Liteup has focused on micro influencers but there is no limit on the size of an influencer’s audience. This means nano-influencers can sign up, but so can Audiencly’s much higher profile personalities.

The influencers include details of their TikTok followers and the type of content they create when they sign up with Liteup, allowing developers to precisely target the audiences they need to reach. The app-based service tracks influencer followers and advertisers are only charged when a new user installs a game. This allows developers to control spend and performance in the same way as they can with other forms of user acquisition.

Audiencly is wholly owned by Flexion Mobile, a company whose core business is taking Android games and giving them an additional audience and revenue on the alternative app stores. Flexion has just completed a US$500,000 investment in Liteup Media, taking a 20% stake in the company. This is testament to how important Flexion believes TikTok influencers are in game user acquisition.

“Expanding our service for game developers is a major goal for Flexion,” says CEO Jens Lauritzson. “Advertising is no longer enough to raise the profile of a game and influencer marketing is becoming ever more attractive for user acquisition. Liteup’s disruptive service combined with Audiencly’s expertise in influencers is exciting because it fills a need that no-one else is really addressing.”

Investment improves Liteup

For Liteup, the Flexion investment and Audiencly tie-up have significant advantages.
“Flexion’s investment has allowed us to accelerate development significantly,” says Aaron Baker, Liteup’s CEO. “In a matter of months, it has taken us from a minimum viable product to a feature-rich creator app with improved UI/UX, analytics, and an in-app content system. This makes it incredibly easy for influencers and creators to come on board.”

The fragmentation of the market is a big problem for game developers wishing to use influencers as part of their user acquisition mix. By coming together with Liteup, Audiencly is now able to offer access to a broad spectrum of influencers across a number of social media platforms.“

We’re starting to consolidate influencer marketing for games,” says Adrian Kotowski, “allowing UA experts to reach a range of influencer types through a single point of contact. Developers need a reliable return on investment from performance marketing and, with influencers, that’s exactly what we are able to give them.”

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