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

Published

1 year ago

June 23, 2023

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.”

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Trading cards – A Hidden Casino Game?

Published

1 hour ago

October 3, 2024

Wladimir P.

Reading Time: 3 minutes

Every single one of us must have experienced at least once the thrill of tearing open a trading card pack, the quality of the feeling is undeniable; one might even say the anticipation of maybe uncovering a rare card creates a rush quite similar to that we can experience while playing the usual casino games, but perhaps in a more innocent fashion. This playful activity has known a pretty amazing increase in popularity throughout time, with brands such as Pokémon and Magic: The Gathering leading the charge. There are many aspects different to actual gambling activities, perhaps the most important of them all is that opening card packs is accessible to all ages, so even your nephew or son has or will have experienced the thrill at some point.

In the late 1990s, Pokémon cards became a huge phenomenon, captivating both the hearts of children and adults. Magic: The Gathering, which started its story in 1993, laid the groundwork for collectible card games with cool strategies and rare cards that could be attained for high prices. Today, the market for rare trading cards is surreal, with some individual packs selling for as much as $15,000. The chance of pulling a rare card from these expensive packs makes the collecting more similar to playing a casino game.

Another example would be trading cards with football players (especially during major competitions, such as the World Cup). During the timeframe of the event, it’s usually a huge thrill for people of all ages to start collecting cards with their favourite players. Even following the event and years later, you can find such cards at huge prices.

Continuing the parralel, both activities involve an element of chance and the potential for significant reward or even bigger disappointment. The excitement of possibly uncovering a rare card mirrors the anticipation felt when spinning a roulette wheel or playing a hand of blackjack. This comparison raises the question: Is really opening trading card packs a form of gambling?

In many jurisdictions, gambling is strictly regulated to protect vulnerable individuals, especially minors. However, purchasing trading card packs remains largely unregulated, and children can easily participate everywhere in the world. The ethical implications are significant. Without age restrictions or oversight, children are exposed to the same dopamine-inducing mechanics that make casino games so addictive. Some might feel that this exposure could influence their behavior on long term, potentially leading to unhealthy habits, related to the feeling of seeking for rewards and taking risks.

Trading cards is a global thrill. The phenomenon is not isolated to Western cultures. In Japan, for instance, the lines between gaming and gambling blur even further. There are many type of games similar to standard slots, which are available to a broader audience, even young people. There is a tendency to somewhat normalize gambling for all ages.

The presence of this chance based type of experience in entertainment suggests that gambling might be an almost biological part of human nature. From ancient dice games to modern casino games, people have always been drawn to activities that offer an amount of uncertainty.

There are some questions arising from the lack of regulation in the trading card market, we should perhaps address consumer protection and the responsibilities of game manufacturers. Should there be age restrictions or warnings similar to those found in casinos? As the line between gambling and gaming continues to blur, society must consider the potential long-term effects on behavior and ethics, especially among younger generations.

As we’ve seen, there are many common aspects of trading cards and different casino games, such as thrill of the feeling, the rarity of the win, the potential very high win etc. Perhaps regulators should consider re-evaluating how these activities are perceived and under which gaming category they should be placed. Is it an innocent thrill or it could lead to a more clear of future gambling activity as an adult?

Latest News

Kambi reveals expanded product suite, becoming the home of premium sports betting solutions

Published

2 hours ago

October 3, 2024

George Miller

Kambi reveals expanded product suite, becoming the home of premium sports betting solutions

Reading Time: 2 minutes

Kambi’s enhanced product portfolio, showcased on its new-look Kambi website, leverages its flagship Turnkey Sportsbook to deliver revenue-driving standalone services such as Odds Feed+

Kambi, the home of premium sports betting solutions, is leveraging the power of its market-leading Turnkey Sportsbook to bring a range of unrivalled, revenue-driving sportsbook products to market.

Expanding beyond its flagship Turnkey Sportsbook, Kambi’s product portfolio now includes its Odds Feed+ service, which provides operators with access to its extensive library of high-quality odds, delivered through a single API integration.

Through Odds Feed+, operators can tailor and continuously adjust their odds package to meet their strategic needs, with Kambi’s odds uniquely benefiting from being born out of the world’s most powerful Turnkey Sportsbook, sharpened by billions of data points from across the globe.

Odds Feed+ is also offered with event resulting and bet settlement as standard and can be further enhanced with additional revenue-driving services such as Offering Compliance and enhanced Trading Tools.

Kambi’s full portfolio of premium sports betting solutions now comprises:

Turnkey Sportsbook: The world’s leading end-to-end sportsbook solution trusted by more than 40 operators across the globe to deliver growth and regulatory certainty

Odds Feed+: Create a bespoke package from Kambi’s library of high-quality odds, delivered via a seamless single integration into your existing sportsbook

Managed Trading: Delivers the full power of Kambi’s trading and risk management capabilities with access to Kambi’s Trading Tools for even greater control

Bet Builder: An award-winning product with unrivalled combinability across sports with live and cash out functionality enabled

Esports: Complete package of esports products, including streaming, data, odds feeds and widgets delivered by Kambi’s esports-focused division Abios

Front End: Flexible, customisable front-end solutions from Kambi’s front end division Shape Games, offering operators the tools to deliver seamless and engaging user experiences

Sportsbook Platform: The industry’s number one multi-tenant Sportsbook Platform, known for its reliability, scalability and unmatched performance

Kambi’s product portfolio is the latest milestone in the Company’s modularisation strategy and is presented as part of its new-look Kambi website, with Kambi also set to showcase its expanded portfolio at next week’s G2E exhibition.

Werner Becher, CEO of Kambi, said: “Kambi is excited to bring Odds Feed+, along with our expanded suite of premium sports betting solutions, to market. Our portfolio, which benefits from our leading Turnkey Sportsbook, underscores our commitment to elevating partner sportsbooks and expanding our addressable market. We look forward to showcasing our solutions at the upcoming G2E exhibition and further establishing ourselves as the home of premium sports betting solutions.”

Kambi’s expanded portfolio will be exhibited at G2E in Las Vegas, October 7-10 2024, at booth 2230.

Conferences in Europe

The Top Operators, Affiliates, and Affiliate Programs Head to the European Gaming Congress 2024

Published

2 hours ago

October 3, 2024

George Miller

The European Gaming Congress 2024 is shaping up to be a game-changing event, where the leading minds of the industry will gather to share insights, strategies, and innovations.

Reading Time: 4 minutes

As the European gaming landscape continues to evolve at breakneck speed, all eyes are on the European Gaming Congress (EGC) 2024—an event that has solidified itself as one of the premier networking and knowledge-sharing platforms in the iGaming and affiliate marketing industries. Hosted in Warsaw this year, the event is set to bring together some of the most influential operators, affiliates, and affiliate program leaders to tackle the pressing challenges and opportunities the industry faces today.

With C-level executives and founders from leading gaming companies across Europe in attendance, the EGC 2024 is a must-attend for anyone looking to stay ahead of market trends, new technologies, and regulatory changes. Let’s take a closer look at some of the top CEOs and Co-Founders who will be joining the conversation, shaping the future of the industry, and driving the narrative at this year’s Congress.

Key Industry Leaders Attending EGC 2024:

Tomasz Szymanski – CEO at Betwinsoft

As the CEO of Betwinsoft, Tomasz Szymanski has positioned his company as a major player in the iGaming solutions space. Known for its advanced betting software and cutting-edge technology, Betwinsoft continues to lead innovations in sports betting and casino games.

Marina Astrautsova – CEO at BGaming

BGaming has quickly become one of the most dynamic and creative content providers in the iGaming world, and Marina Astrautsova is at the helm of this success. As CEO, Marina has overseen the company’s rapid expansion into new markets while maintaining its focus on delivering engaging, high-quality casino games.

Aneta Tylicka – CEO at Bukmacherska/Fuksiarz.pl

As the CEO of Fuksiarz.pl, Aneta Tylicka leads one of Poland’s most successful sportsbooks. Under her leadership, Fuksiarz.pl has seen impressive growth in the competitive Polish market. Aneta’s participation in the Congress is an exciting opportunity for affiliates and operators alike to gain insight into how localized strategies can capture market share and improve user engagement in regulated markets.

Piotr Rogowski – CEO at ETOTO Poland

ETOTO is a leading sports betting platform in Poland, and Piotr Rogowski has been instrumental in shaping its trajectory.

Marcin Doszczeczko – CEO at LVBet

Leading LVBet, one of Europe’s most trusted and recognized betting platforms, Marcin Doszczeczko is no stranger to navigating regulatory changes while ensuring operational excellence. At EGC 2024, Marcin will likely address the importance of adaptability in a rapidly evolving market and how LVBet continues to thrive by combining technology with a customer-first approach.

Adam Lamentowicz – CEO at Polish Gaming Chamber

Representing the broader interests of Poland’s gaming industry, Adam Lamentowicz heads the Polish Gaming Chamber and is a critical voice in regulatory affairs. With his background and influence, Adam’s contributions at the EGC will be vital in understanding how gaming companies can work collaboratively with regulators to foster growth, innovation, and responsible gaming.

Filip Sosnowski – CEO at SB Software

As the driving force behind SB Software, Filip Sosnowski has played a pivotal role in delivering innovative betting and gaming solutions. SB Software has become known for its robust technology, which helps operators streamline their operations and enhance user experiences. Filip’s insights will no doubt cover the intersection of software innovation and business scalability, topics critical for iGaming operators.

Dariusz Łęczyński – CEO at STATSCORE

STATSCORE is renowned for its cutting-edge sports data and analytics solutions, and Dariusz Łęczyński has been leading the charge. His appearance at the EGC will likely revolve around the growing importance of data-driven decision-making in sports betting and gaming.

Marcin Giera – CEO at Totalbet

Totalbet, another dominant player in the Polish betting scene, is led by Marcin Giera, whose expertise spans both operational leadership and regulatory compliance.

Lukasz Seweryniak – Country Manager at SUPERBET Poland

As the Country Manager for SUPERBET Poland, Lukasz Seweryniak plays a pivotal role in steering the company’s success in the Polish market. Superbet is well-known for its innovative customer engagement strategies, and Lukasz will bring valuable insights on balancing growth with regulatory compliance in a fast-paced environment.

Stanisław Szostak – CEO and Founder at Astral Forest

Leading Astral Forest, a data analytics and consulting agency, Stanisław Szostak has deep experience in leveraging data to optimize operations, marketing, and compliance for iGaming operators. His appearance at the EGC promises to shed light on the importance of data governance and how it can shape the future of responsible gaming.

Adam Gontarz – CEO at CrustLab

CrustLab, under Adam Gontarz’s leadership, specializes in building software solutions for iGaming platforms. Adam’s insights on optimizing digital infrastructures and developing scalable iGaming products will be a valuable contribution to discussions on tech innovation in gaming.

Bartek Borkowski – CSO / CEO and Co-Founder at createIT.pl

Bartek Borkowski heads createIT.pl, a tech solutions provider with a strong focus on iGaming. His experience in crafting tailor-made solutions for operators will provide useful insights into the role of technology in shaping customer experiences and improving operational efficiency.

Irakli Davarashvili – CEO & Co-Founder at Promofy

As the Co-Founder of Promofy, a company that specializes in influencer marketing for the gaming sector, Irakli Davarashvili will offer a fresh perspective on how gaming companies can leverage influencer partnerships to boost brand visibility and customer engagement.

Vladimir Malakchi – CEO and Managing Partner at XANADA Investments

Vladimir Malakchi brings a wealth of knowledge in investment and scaling gaming companies. As Managing Partner at XANADA Investments, he has supported various successful ventures, and his insights at the EGC will be valuable for both operators and affiliates looking to scale their businesses effectively.

Alexis Wicén – CEO and Founder at Unibo/Scatters

Alexis Wicén, Founder of Unibo/Scatters, is known for driving innovation in gamification within the iGaming space. Alexis’ thoughts on enhancing player engagement and loyalty through gamification strategies will be highly anticipated at the EGC.

Get Ready for Game-Changing Discussions

The European Gaming Congress 2024 is shaping up to be a game-changing event, where the leading minds of the industry will gather to share insights, strategies, and innovations. This lineup of top CEOs, founders, and industry leaders promises to deliver unparalleled expertise, making EGC the place to be for anyone serious about iGaming and affiliate marketing.

Don’t miss your chance to be part of the conversation—final tickets are available here: EGC 2024 Tickets.

For a full list of attendees and agenda, visit EGC Attendees and Agenda.