Connect with us
SOFTSWISS

Latest News

The Swedish iGaming Industry in 2030: The Experts Predict the Future

Published

on

Reading Time: 6 minutes

 

It has now been five years since Sweden re-regulated its online casino market. In this qualitative study, Jonas Virtanen at Slotsoo interviewed people with different roles in the industry. From a researcher, an operator and an affiliate, to a writer and a veteran player. Here is how the experts think the Swedish iGaming Market will look like in 2030.

The participants in the study:
*         Romix Limited – Casino Operator
*         Anders Nilsson – Gambling Researcher
*         Pelle Rylander – Veteran Player
*         Johan Hansson – Expert Writer
*         Maria Johnsson – Affiliate Marketer

The participants were selected to get as wide perspective from Sweden’s iGaming industry as possible. The study, Den Svenska Spelbranschen 2030, was conducted in Swedish and the interview questions were sent out via e-mail in May. The selected were given one month to answer and the participation rate for the study was 35%. Here is a translated version of the study for the international audience.

The Channelization Rate Highly Dependent on Government Actions

The industry agrees that the government’s actions is what will affect the channelization rate the most. Although opinions differ regarding what direction the development will go.

The casino operator Romix Limited says that everything depends on whether licensed operators will be given the opportunity to compete under the same conditions as operators without the Swedish license. By easing the requirements for casinos with a license and giving the Spelinspektionen more muscle to fight unlicensed alternatives, the state can get more and more players to stick to the local license.

Some respondents such as the writer Johan Hansson are optimistic that this will happen. He highlights that it will always be easier to play on Swedish casinos, thanks to familiar payment methods and Swedish-language support, and therefore believes that the channelization rate will be at least 80% in 2030.

Game researcher Anders Nilsson points out that there are two different ways of calculating the degree of channelization (turnover or people) and that it is important to distinguish between them in discussions. According to him, there will always be people who want to play at foreign casinos but with the right strategy there can be a marginal improvement.

Other respondents believe that it is more likely that gambling at casinos without a Swedish license will increase in the next seven years. This is how Pelle Rylander, who has been an active casino player for many years, answers:

“The fact that about 75% play at Swedish licensed casinos is said to be because they choose safety over bonuses and loyalty programs, which I think is pure propaganda from the state. Were Mr Green, Betsson and the others less reliable when their license was from Malta? When people realize that ‘unlicensed’ casinos are as safe as the Swedish ones, more and more people will turn to them.”

The Majority Believe that Sweden Will Have More Relaxed Bonus Rules in 2030

Only gambling researcher Anders Nilsson believes that Sweden will not let go of its bonus restriction (one bonus per player per license holder). Maria Johnsson, Johan Hansson and Pelle Rylander instead predict that the state will have to relax the rules in order to keep the players.

Romix Limited, which operates Betinia, Campobet and YoYo Casino, is critical of the current limitation of ‘one bonus per license’. The rule is not good for the gaming experience and causes Swedes to search for new sites. Since this bonus restriction does not exist in other countries, it also gives foreign sites a big advantage.

Many players are also unaware that the limit applies per license holder and the operator often receives complaints from disappointed customers who thought they could get a welcome bonus per site despite the company being clear about the limitation in its bonus terms.

Romix Limited is asking politicians and decision-makers to review the bonus restrictions and develop a continued responsible, but less restrictive, model. More bonuses, with reasonable restrictions on, for example, wagering requirements would improve the players’ experience.

Johan Hansson goes along the same lines and reminds that not all casino bonus types are equal from a responsible gambling perspective:

“It’s not the bonuses that create gambling addiction, it’s the VIP and loyalty programs. It would be good to review the system so that Swedish casinos have the opportunity to offer more deposit bonuses but not based on how much you played for. I think we will see more bonuses in 2030 to keep Swedish players on the Swedish market.”

The Swedish Casino Drought Is Predicted to Continue

It has been a long time since Sweden saw new casinos being launched and the respondents agree that this drought will continue. Johan Hansson does not believe that there will be any significant difference in the number of licensed gambling companies before there are relaxations in the bonus rules.

Pelle Rylander predicts that the number of casinos will decrease slightly around New Year’s when many of the operators’ licenses expire. He guesses that in 2030 there will only be 45 to 50 operators left (in June of 2023 the number was 57). Maria Johnsson follows a similar train of thought and mentions that so far only one new casino has been launched in 2023 and that was from Svenska Spel.

Romix Limited sees two trends that even out the numbers. On one hand, more and more operators choose to obtain separate licenses for their various casino sites. But on the other hand, there is a continued consolidation of the gambling market happening through mergers and acquisitions while the fierce competition is forcing some players to leave the market.

Anders Nilsson also does not believe that many completely new players will appear, either on the operator or supplier front, precisely because of today’s competitive situation with some very strong players.

The industry is sceptical of the new license requirement for game providers, which the government introduced with the aim of making unlicensed casinos less attractive. Johan Hansson believes that it could have the opposite effect in case many game providers choose to skip Sweden in the future. Maria Johnsson also predicts possible loopholes to escape the requirement:

“It all depends on how well Spelinspektionen will ensure that the rules are followed and how far the Swedish law’s tentacles extend to foreign casinos that do not target the Swedish market. Perhaps game providers will create separate subsidiaries so that they can continue to offer everyone’s favorite games abroad without having to fear sanctions.”

The Sale of Svenska Spel Is Unlikely but Not Impossible

The industry has long pressured the state to sell Svenska Spel’s online casino and sports betting division. The mood ahead of 2030 is cautiously hopeful among the study participants. Romix Limited mentions that everything is for sale at the right price but that there will not be a deal in the near future given that Svenska Spel delivers a steady income to its owners.

Pelle Rylander also believes that the state will stick to its cash cow. He replies that a sale seems remote given that in the Spring they launched the new brand Momang casino. Maria Johnsson agrees and believes that Svenska Spel will maintain its position as number one for many years to come.

Johan Hansson believes that it is problematic for the state to run its own online casino operation at the same time that they are legislators and rule makers. He therefore believes that Svenska Spel will sell its competitive operations before the end of the decade. Anders Nilsson believes that much depends on the winners in the next general election:

“Whether parts of Svenska Spel are sold or not depends largely on political priorities. It is, after all, a profitable state-owned company whose income must then be taken from somewhere else. If the current constellation continues even after the next election, it is probably not at all impossible that it will be sold.”

The Industry’s Final Warning: Don’t Regulate the Market Too Hard

In the study’s final open question, the interviewed were allowed to come up with free speculations about how the gaming industry will change by the year 2030.

Anders Nilsson guesses that Spelinspektionen will be more eager to hand out fines in its fight to improve the channelization. He also believes that lawmakers will look more closely at affiliate advertising and other areas not currently covered by gambling laws. In addition, he mentions that in the future we will see more research based on actual data from the casino operators.

Maria Johnsson also believes that the gambling affiliate business will be put under the microscope in the coming years. Her prediction is also that LiveSpins will be launched in Sweden. (This new way of playing involves joining a live streamer’s game session and then you can spin slots and chat together).

Pelle Rylander speculates that the licensed gaming companies will find new ways to sneak around the bonus restrictions, similar to casino exclusive jackpots and free tournaments that some companies already offer today. He also believes that we will see artificial intelligence (AI) used to a greater extent to interpret and analyze player habits.

Johan Hansson, in turn, predicts that more rules will be introduced against AI. He also says that there is a risk that the state will regulate so hard that the companies choose to leave Sweden. Romix Limited has similar predictions and urges policy makers to think carefully before imposing even more restrictions:

“We would imagine that given the current, somewhat negative, political climate surrounding online gambling that can also be observed in other countries could lead to further restrictions being introduced. For example, when it comes to restrictions on the marketing of gambling. We do hope that policy makers will see the benefits of encouraging having an attractive, competitive and vibrant market that seeks to retain players within the safe and stable license system.”

Latest News

Casino Crypto Giant Bitline Partners with Ciphertrace for Enhanced Compliance in Digital Asset Transactions

Published

on

Reading Time: < 1 minute

BitLine, the only industry provider for casino chip access directly from digital assets, announced a strategic partnership with Ciphertrace, a global leader in digital asset transaction monitoring known for its technology widely used by governments and law enforcement worldwide.

The collaboration follows recent developments in the digital assets industry, where regulatory actions and leadership changes have been observed. By integrating Ciphertrace, Bitline enhances its capabilities for real-time transaction monitoring and compliance with global regulatory standards. Ciphertrace automates the screening of incoming and outgoing transactions.

Bitline CEO and co-founder Richard Jones stated: “In the context of the Web3 industry today, competition is not just about bringing in a product that solves a problem, it is also about ensuring that we all stay way above the line when it comes to compliance and regulations. We are enthusiastic about this collaborative journey with Ciphertrace, reinforcing our commitment to security, compliance, and the seamless integration of innovative technologies into the digital asset landscape.”

Acquired by Mastercard in 2021, Ciphertrace is a global leader in digital asset transaction monitoring. Trusted by governments and law enforcement, Ciphertrace provides solutions for compliance, security, and risk management in the cryptocurrency space.

Bitline will implement Ciphertrace Traveler to support compliance with “Travel Rule” regulations and FATF recommendations, strengthening efforts against financial crimes. Bitline launched its service in 2023, facilitating direct access to cryptocurrency and digital asset liquidity in just minutes. The Bitline platform can be used in casinos around the world 24/7.

The latest addition of Ciphertrace’s risk threat detection tools underscores Bitline’s commitment to upholding the highest standards within Web3 compliance.

Continue Reading

Latest News

Unearth Riches and Mystery in Endorphina’s Latest Slot Adventure: Book of Conquistador!

Published

on

Reading Time: 2 minutes

Get ready for an exhilarating journey into the unknown with Endorphina’s newest slot game release: Book of Conquistador. This game promises to transport players to a world of undiscovered wonders and hidden treasures. The slot launches on January 18th, so stay tuned!

Book of Conquistador is not just any slot game – it’s an adventure packed into a 5-reel, 3-row, and 10-payline format. Designed to immerse players in a thrilling quest, this game takes you on an expedition to uncover secrets buried beneath ancient ruins.

In this gripping adventure slot, players follow a mystical map leading to forgotten treasures, hidden deep within lost temples. The legendary Book of Conquistador, serving as both a SCATTER and WILD, is your guide to untold riches. The reels are filled with symbols of ancient gold coins, golden masks, mysterious maps, exquisite necklaces, and valuable rings – all leading the way to the legendary lost ancient city.

The excitement intensifies with the appearance of 3 or more SCATTER symbols, which trigger 10 Free Games featuring a special expanding symbol. These Free Games maintain the same bets and lines as the initial game and can be retriggered, offering endless possibilities for big wins. The WILD symbol adds an extra layer of excitement, substituting for 9 regular symbols during Free Games, except for the special expanding symbols.

A unique twist awaits players at the beginning of the Free Games feature. A special expanding symbol is randomly selected and hidden inside the Book of Conquistador. When enough of these special symbols appear on the reels, they expand vertically, potentially leading to significant payouts.

For those who like to up the stakes, the Classic Risk Game offers a chance to double winnings up to 10 times. The Bonus Pop feature is also available, adding another layer of excitement to the gameplay.

Open the Book of Conquistador and let the adventure begin! Watch as fortunes unfold and mysteries unravel, one spin at a time.

Continue Reading

eSports

Riot Games Announces VALORANT Esports EMEA Partnership With Unilumin

Published

on

Reading Time: 2 minutes

With the start of the 2024 competitive VALORANT Esports season now underway, we’re proud to announce our partnership with Unilumin, a world leading LED display solution provider!

Unilumin has been instrumental in helping us level up the fan experience at the all-new Riot Games Arena with their industry-leading LED display technology, of which 250 square meters will now feature across the Riot Games Arena in Berlin. We’re so excited to welcome them on board as an official supplier for VCT EMEA, VALORANT Game Changers EMEA, and VALORANT Ascension EMEA.

Unilumin’s screens will light up the stage at the Berlin arena – and their logo will feature across various VALORANT Esports EMEA broadcasts throughout 2024. They’ve supplied display solutions globally from Manchester City’s Etihad Stadium to the Mercedes-Benz Arena, a mere stone’s throw away from us at the Riot Games Arena in Berlin. They’ve also worked with some of the biggest names in entertainment venues and global sports stadiums to illuminate events across the globe with grandstand, perimeter, and centerhung screens alongside scoreboards in major competition venues.

As we continue to level up the fan experience throughout 2024, we know Unilumin is the perfect partner to help us bring the most immersive experience and exciting atmosphere to the Riot Games Arena in Berlin, for our fans.

“Unilumin Sports is pleased to bring our solutions and technologies to the Riot Games Arena in Berlin and be a partner of VALORANT Esports in EMEA”, said Oscar Feng, the Global Director of Unilumin Sports. “We will use our well-designed products and fast response services to cooperate with Riot Games for their events and show the ultimate audio-visual experience to their fans.”

“After working with Unilumin for the refit of the Riot Games Arena, we’re delighted to welcome them as a supplier for our various VALORANT Esports EMEA events in 2024,” said Daniel Ringland, Head of VALORANT Esports EMEA. “Unilumin has helped us enhance the fan experience for those watching from home and joining us on-site, and we can’t wait to use their display technology throughout the season.”

Continue Reading
Advertisement
Alpha Affiliates
Advertisement

EveryMatrix

Advertisement

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

Advertisement

GambleDex

Trending

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 Agency. 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.