As a founding member of the ULIS (United Lotteries for Integrity in Sport), EL has participated in this year’s Integrity Seminar in Lausanne.

In a dedicated panel discussion several EL members and national regulators came together to address the fight against illegals, one of the most pressing challenges in the sports and betting sector.

Lotteries and their national regulatory authorities share a common mission – to ensure a safe and secure environment for players. Yet, a significant challenge is the risk of overregulation. Panelists highlighted that striking the right balance of regulatory frameworks is essential to channel players towards safe and responsible betting products while upholding the highest standards of responsible gaming.

Global Challenge Requires International Collaboration

While national-level cooperation between lotteries and regulators remains crucial, the global nature of sports betting requires a broader, international approach. The panel emphasised the importance of the Macolin Convention, which offers a clear definition of “illegal sports betting” as any sports betting activity whose type or operator is not allowed under the applicable law of the jurisdiction where the consumer is located.

Key Takeaways from Panelists

The panelists including Jean-Luc Moner-Banet, CEO, Loterie Romande, Jens Nielsen, Sports Betting Director, Danske Spil, Andreas Arver, Integrity Officer, Svenska Spel and Simon Pedersen, Chief Adviser, Illegal Gambling, Match-Fixing & Market Statistics, Danish Gambling Authority, shed light on collaborative efforts to protect the integrity of sports and ensure fair play for all stakeholders. The panel was moderated by Alvise Angelini, EL’s Senior Policy Officer & Sport Secretary.

Jean-Luc Moner Banet stressed the importance of public awareness in combating illegal betting. Loterie Romande, as all other national lotteries, faces a continuous challenge: remaining attractive while at the same time mitigating the risks associated with gambling. By maintaining this balance, national lotteries can safeguard players, ensure sustainability, and contribute profits to the public good.

Panelists also agreed that certain sports, particularly smaller events and lower leagues, are more vulnerable to illegal betting activities. Lotteries play a key role here, for example with financial support, resources and knowledge to protect sports integrity, athletes and to fight the penetration of illegal betting offers.

Star Sports Group of Companies has named former MP Sir Philip Davies as Chairman after Russ Wiseman has stepped down from the role for personal reasons.

Davies joins Star Sports after nearly 20 years as the Member of Parliament for Shipley and will aim to build on a strong period of growth for the company.

Ben Keith, founder of Star Sports, said: “I want to thank Russ Wiseman for all the personal and professional support he has provided us over the last two years and totally respect his decision to stand down wishing him a speedy return to good health. I look forward to continuing mine and Star’s effective working relationship with Russ in 2025

“We are delighted to be announcing Philip as our new Chairman. He has a wealth of experience and is a valuable addition to our senior management team. We look forward to learning from him over the coming years.”

On his appointment, Davies said: “I am delighted to be joining Star Sports at such an exciting time in the company’s history. I have been lucky enough to get to know Ben [Keith] over the last few years and I have huge admiration for the business that he has built.

“Not many know that I started my working life in my mother’s betting shop (Marilyn Davies Bookmakers), so the industry is very much in my blood. I’m hugely looking forward to working closely with Ben and his management team to fulfil the group’s growth strategy and commitment to operating responsibly.”

The Swedish iGaming industry has witnessed remarkable growth and transformation in recent years, particularly in 2024. This surge can be attributed to a combination of technological advancements and strategic market adaptations that have positioned Sweden as a key player in the global online gaming sector. In 2024 alone, the industry’s revenue saw a significant increase, underscoring its expanding influence and economic impact.

A major factor contributing to this growth is the integration of cutting-edge technologies that have enhanced the gaming experience for users. Platforms like www.casinowings.se have emerged as pivotal resources for players seeking comprehensive information and insights into the Swedish online gaming scene. This platform, among others, has become a go-to hub for players looking to navigate the vast array of gaming options available in Sweden.

The rapid transformation of the Swedish iGaming industry raises an intriguing question: how has technology reshaped the way people engage with online gaming, and what does the future hold for this dynamic industry?

Technological innovations shaping iGaming

The Swedish iGaming industry has been at the forefront of technological innovation, leveraging advancements that have revolutionized the way games are played and experienced. A significant development in this arena is the integration of artificial intelligence (AI) and machine learning, which have enabled the creation of highly personalized gaming experiences. These technologies analyze player behavior and preferences, tailoring game recommendations and features to individual users.

Moreover, advancements in live casino technologies have brought an unprecedented level of realism to online gaming. High-definition streaming, interactive features, and real-time engagement with live dealers have made virtual gaming experiences more immersive than ever before. This has attracted a broader audience, further fueling industry growth.

Payment solutions have also seen considerable improvements, with platforms like Trustly, Zimpler, and Swish revolutionizing the way transactions are conducted. These solutions offer seamless, secure, and instant payment options, enhancing the overall user experience and building trust with players.

The convergence of these technological innovations has not only elevated the user experience but also contributed significantly to the market’s expansion. As the industry continues to evolve, the role of technology will undoubtedly remain a central pillar in shaping its trajectory.

Regulatory impacts on the iGaming sector

In parallel with technological advancements, regulatory frameworks have played a crucial role in shaping the Swedish iGaming market. The Swedish government has implemented stringent regulations with a strong emphasis on responsible gaming, ensuring that operators adhere to guidelines that protect consumers and promote ethical practices.

These regulations have influenced market practices, requiring operators to implement measures that prevent problem gambling and promote transparency. The balance between regulation and innovation is a delicate one, as the industry seeks to foster growth while safeguarding consumer interests.

The regulatory landscape has encouraged operators to adopt innovative solutions to comply with these standards. For instance, many companies have integrated AI-driven tools to monitor player behavior and identify potential risks, allowing for timely interventions. This proactive approach not only aligns with regulatory requirements but also enhances the industry’s reputation for responsible gaming.

As the Swedish iGaming market continues to evolve, the interplay between regulation and innovation will remain a key factor in its development, ensuring a sustainable and consumer-friendly environment.

Market expansion strategies and trends

To maintain their competitive edge, Swedish iGaming companies have employed a range of strategies to expand their market presence. One of the most significant trends is the rise of mobile gaming, which has become a critical driver of growth. With the proliferation of smartphones and improved mobile internet connectivity, players now have the flexibility to access games anytime, anywhere.

Additionally, the emergence of e-sports betting has opened new revenue streams for operators. E-sports, with its rapidly growing fan base, has become a major attraction for bettors, offering a diverse range of betting options and events. This trend has prompted iGaming companies to invest in platforms that cater specifically to the e-sports audience.

Another notable development is the standardization of live casinos across platforms. This ensures a consistent and high-quality gaming experience for users, regardless of the device or platform they choose. Operators are also investing in user-centric innovations, such as gamification and social features, to enhance engagement and retention.

These strategies reflect a broader industry trend towards diversification and innovation, as companies seek to capture new audiences and expand their reach in an increasingly competitive market.

The future of Swedish iGaming

Looking ahead, the future of the Swedish iGaming industry appears promising, with continued growth driven by technological innovation, mobile accessibility, and enhanced user experiences. The integration of emerging technologies, such as virtual reality (VR) and augmented reality (AR), is expected to further revolutionize the gaming landscape, offering even more immersive and interactive experiences.

However, the industry also faces challenges, including increasing competition from international operators and evolving regulatory requirements. To navigate these challenges, Swedish iGaming companies will need to remain agile and adaptive, leveraging their strengths in innovation and consumer-centric approaches.

Opportunities for further expansion in the global market are abundant, particularly in regions where online gaming is gaining popularity. By capitalizing on their expertise and technological prowess, Swedish operators can position themselves as leaders in the international iGaming arena.

In conclusion, the Swedish iGaming industry stands at the forefront of a rapidly evolving sector, poised for continued success and growth. As it navigates the complexities of regulation, competition, and technological advancement, the industry remains a dynamic and influential force in the world of online gaming.