Swedish consultancy firm Mediavision reports on latest trends in Sweden's online gaming market
The Swedish consultancy firm Mediavision has concluded a report in which they reported that roughly 55% of Swedes between the ages of 18 and 74 gambled monthly during the latter half of 2017. This is up from 50% in the second half of 2016. Furthermore, they determined that Swedes were increasingly visiting internationally licensed casino operators where one Swede in eight gambled monthly on a gambling website outside of their home country.
Amongst the online casinos benefiting from this increased traffic was Betsson, LeoVegas and Kindred Group, which while based in Malta find their original roots in Sweden. In addition, the customers of the foreign operators played more often and with more deposits for the same period as compared to customers in Sweden's locally licensed operators.
New 2019 gambling law
As of January 1 2019, Sweden introduced a gambling law allowing foreign operators to obtain licenses to provide casino and sports betting operations to Swedish customers.
Sweden counts gambling operators amongst its largest advertisers
The Swedish research firm Kantar Sifo found that gambling firms were among the top 20 local advertisers in 2017 spending including the state-run Svenska Spek, that spent roughly SEK472.27m on advertising. While Kindred Group was amongst the largest spenders at SEK 443.09, LeoVegas saw the largest increase in marketing expense with a whopping 83% rise over the prior year. The increase overall is thought to be a preemptive bid to defend market share from new foreign entrants into the market.