Latest News

Sweden’s Gaming World Evolution: Key Factors to Success

Published

3 years ago

June 2, 2021

New statistics: the proportion of regulated gambling in the Swedish licensing system at a critically low level

Reading Time: 3 minutes

Sweden, once famous for its pop exports such as ABBA, Ace of Base, Eagle-Eye Cherry, Robyn, The Cardigans, and Loreen to name but a few, as well as the slightly less exciting (but just as important) export of raw materials, has branched out into the growing world of gaming, and specifically, online gaming.

In recent times, Swedish game developers and studios have been responsible for some of the most popular online games in the world, including Minecraft, Candy Crush, and the little Big Planet franchise. According to the Swedish Games Industry, the industry brought in US$2.77 billion in 2019, up almost a quarter from the year before. Additionally, there are now around 435 gaming companies and studios in Swede, employing over 9000 people. Another area that has been growing is that of the online casino, with the market seeing a 5% in 2021 Q1 alone, to a value of US$745 million.

Why is gaming so popular in Sweden?

Prevalence of computers in Swedish homes, due to government initiatives allowing employees to lease computers from their employer and associated tax breaks.
In the 1990s, gaming studios existed in Sweden but were focused on educational games for the home market. The dotcom bubble burst led to this becoming a more outward facing export to ensure longevity and to use already present skill sets.
Indie games, like Minecraft and Amnesia: The Dark Descent, have showcased the quality and popularity of the industry, and given rise to famous YouTube stars like PewDiePie.

The popularity of gambling in Sweden

Gambling in Sweden is regulated by the Swedish Gambling Act which came into force on the 1st January 2019. Any gambling operation that is directed at the Swedish market, whether on land, online, onshore, or offshore, has to have a licence from the Swedish government otherwise it is considered illegal.

Prior to this, all gambling in Sweden was controlled by the Svenska Spel, and the state had a monopoly on all gambling sites and physical locations. However, Swedes would bypass this and access offshore sites, unlicensed in Sweden but licenced in other jurisdictions.

This shift has been brought about primarily by pressure from the EU, arguing for the opening of the market to include other operators, bring competition into the market and provide more choice to players, as well as the act of players seeking out unlicensed operators. Many operators have argued that the ban on them operating in Sweden violates EU trade agreements, and following threats of sanctions, the Swedish Gambling Act came about.

There have also been pressure groups within the government arguing that by allowing external operators into the market the government can legislate better, as well as raise revenue in the form of taxes.

The growth of gambling in Sweden

Over the years, the growth of online gambling in Sweden has mirrored that of other countries. The worldwide market in 2019 was around US$60 billion and is expected to grow to over US$90 billion as soon as 2023.

There are many reasons for this growth in Sweden:

Connectivity

It is now easier than ever to connect our devices to the internet; at home, on the daily commute, in a café, there is pretty much nowhere without access!

Accessibility of Devices

Smartphones, PCs, and tablets are present in almost every home, and there is something on the market for every budget. As of January 2021, internet penetration in Sweden was 98%, one of the highest in the world.

Socialisation

The sociable element of online gambling is particularly important in Sweden; the weather means that for many months of the year there can be up to 20 hours of darkness, and the cold is biting, meaning that a lot of socialisation is done online, and individuals have found that through gambling they can have fun and hang out with like-minded people.

Changing player habits

The rise of the casual and hyper-casual gamer had opened up a whole new demographic of gamer.

Low barriers to entry

Operators can access the market very easily. It is easy enough to get a licence from the government, and relatively easy to set up a gambling site. As such, there are hundreds of players on the market, offering something for everyone and innovating on a daily basis. This means that as more is offered, more play, and as more play, there is more investment. This circular growth benefits operators and players and shows no sign of abating.

The approach that Sweden has taken towards gambling is one that should be emulated across the world. Tight regulation means tax revenue and protection for players, open market means competition and choice for players. The industry supports job creation, education, and skills development, as well as providing entertainment and socialisation in a world where human contact is ever scarcer.

Related Topics:Sweden Sweden’s Gaming World Swedish Gambling Act

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Industry Awards

Blask Wins Prestigious “Startup of the Year” at 2024 Starlet Awards

Published

1 hour ago

November 5, 2024

Adrienn Sarkany

Reading Time: < 1 minute

Blask, the pioneering AI-powered analytics ecosystem for iGaming, has been named “Startup of the Year” at the prestigious 2024 Starlet Awards. The company earned this recognition for developing a groundbreaking market intelligence platform that has redefined how gaming operators leverage data and market insights.

Award Recognition

The award confirms Blask’s revolutionary approach to market analytics and its significant impact on how iGaming companies access and utilise market intelligence. Powered by AI models including Computer Vision and Natural Language Processing, Blask analyses billions of data points across 2000+ active brands to provide unprecedented market insights.

The Starlet Awards recognition follows Blask’s recent SiGMA Asia Startup Pitch 2024 Award victory. “Winning these awards affirms our belief that innovation and bold ideas can reshape the iGaming landscape. The recognition underscores the impact of our cutting-edge AI technology and our relentless pursuit to transform data into actionable insights”, reflects Max Tesla, CEO and Co-founder of Blask

Blask provides operators with a strategic edge across multiple critical areas. Its real-time market analysis capabilities deliver instant access to crucial market metrics, while the high-granularity data available at one-hour intervals enables swift, informed decision-making. The sophisticated AI modelling system estimates GGR and FTD by analysing a comprehensive range of inputs, including historical data, third-party OSINT data, market performance, competitor metrics, historical brand performance, market reports, and public company disclosures.

Beyond analytics, Blask offers robust brand monitoring and competitor analysis tools, alongside strategic and tactical planning capabilities particularly valuable for market entry decisions and maximising performance during major events. The recently introduced customer profile feature harnesses AI to generate detailed, country-specific user profiles, adding another layer of strategic insight for operators.

Latest News

CONCEPT: VERSATILITY AND EFFICIENCY IN SPACES

Published

1 hour ago

November 5, 2024

Adrienn Sarkany

Reading Time: < 1 minute

The CONCEPT cabinet line has been designed to maximize space in casinos, adapting to any configuration. Its efficient design allows for different bank arrangements, making the most of the available area. This gives operators greater flexibility in organizing their gaming floor.

Additionally, the integrated LED strips in CONCEPT eliminate the need for extra signs or wedges, creating a sleek and attractive visual at all times.

Asia

Red Bull, Nissin Cup Noodles, and Kreo Join College Rivals Season 2 as Associate Sponsors

Published

1 hour ago

November 5, 2024

Adrienn Sarkany

Reading Time: 2 minutes

India’s premier college esports and gaming talent hunt, College Rivals, has secured three major Associate Sponsors for its highly anticipated Season 2. Nissin Cup Noodles, Red Bull, and Kreo have all come on board to support the Ampverse DMI-conducted event, each contributing their distinct energy and enthusiasm, as the official Energy Partner, Snacking Partner, and Kreative Partner, respectively.

College Rivals Season 2, featuring participation from over 2,00,000 students across various competitions, offers a prize pool of INR 50,00,000 and a prestigious professional gaming contract. Having kicked off in July 2024, the championship will continue in the following months before culminating with a Grand Finale scheduled for the first quarter of 2025.

“We’re thrilled to welcome top brands like Nissin Cup Noodles, Red Bull, and Kreo to College Rivals Season 2, which has grown exponentially this time around and is bigger and better than ever. These incredible partners will further enhance the student experience with immersive gaming, exciting activities, and creative engagements, adding new energy and thrill as we continue to inspire college-going students to engage with esports and gaming opportunities,” said Ashwin Haryani, Country Head, Ampverse DMI.

Red Bull, returning to College Rivals after a successful first season, brings extra excitement with their racing simulators and product samples in interactive zones, giving students a taste of the fast-paced energy of Esports. Nissin Cup Noodles, the event’s Snacking Partner, is bringing a flavorful twist to the action. With wet product sampling of their instant noodles, Nissin Cup Noodles seamlessly blends snack breaks with gaming.

Meanwhile, with their branded gaming peripherals, Kreative Partner Kreo is hosting interactive activities such as typing tests and giveaways, inviting students to engage with top-tier gaming gear at the country’s biggest collegiate gaming event.

“We’re absolutely fired up to be part of College Rivals Season 2! The energy is electric, with thousands of students from all over the country bringing their A-game. The fast-paced action, intense competition, and pure thrill of gaming make this event a perfect match for Nissin Cup Noodles which is the go-to snacking option for gamers” said Varun Oberoi – Vice President, Head of Marketing and Corporate Communications, Indo Nissin Foods.

Having expanded to 20+ cities and 58+ colleges, College Rivals Season 2 is engaging 11,00,000 students across India, providing the ideal stage to connect with brands that resonate with them. Nissin Cup Noodles satisfies with its instant snacks, Red Bull keeps the energy high with its action-packed drinks, and Kreo connects creative minds with top-tier gaming gear.