Sweden’s gambling market: A race for market shares

6 March 2019

After the re-regulation of the Swedish gambling market, an intense race for market shares can be observed. The actors have upped their advertising significantly, which also has become a much-debated subject. Competition is especially fierce in the online casino segment.

As all actors on the Swedish gambling market now compete on equal terms, the race for market shares has intensified. The online casino segment, which state-controlled actor Svenska Spel has recently entered, is highly contested and much-debated. Advertising and competition for market shares among actors are at an all-time high.

Gambling ads share of total delivered TRPs & gambling ads share of delivered TRPs per actor, Jan + Feb 2018 vs Jan + Feb 2019, Sweden (3+)

At the turn of the year, online casino reach ranked toward the lower end of the scale compared to other forms of gambling. Consequently, the increased frequency in advertising, especially online casino ads, indicates potential growth of the segment. Furthermore, the ongoing debate regarding gambling advertising mainly stems from online casino ads, as the casino segment is subject to the most aggressive advertising.

Monthly reach per gambling type, online & offline, Sweden (18-74y/o)

Sweden’s minister of public administration, Mr Ardalan Shekarabi, vows gambling actors to come up with a solution to the disproportionate increase in gambling advertising. In a recent interview, Svenska Spel CEO Patrik Hofbauer propagated that different forms of gambling should be classified as high or low-risk. For instance, scratchcards would be considered low-risk and online casinos high-risk. The latter category would, according to this solution, require stricter advertising rules (comparable to alcohol advertising). One might doubt, however, that actors with casino as their main business would agree with this solution presented by the state-owned competitor Svenska Spel.

Regardless of the outcome, exciting times are ahead. Mediavision closely follows the development on the Swedish gambling market.

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