Sweden’s Gaming World Evolution: Key Factors to Success

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.