Sweden’s gambling market: A race for market shares
6 March 2019
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.
Who will win the Nordic streaming war?
Competition on the Nordic streaming market is ramping up with several new services about to launch. Content investments are escalating and only partly offset by price increases. In the US, Netflix recently announced +13-18% on subscription fees.
Mediavision press releases:
Household media spend on the rise
Swedish households continuously spend more money on media services. During 2018 an average Swedish household spent 450 SEK per month on media subscriptions. The appetite for video services remain high, video spend has increased by […].
US paid music subscriptions reach 50 M
According a report by the Recording Industry Association of America (RIAA) paid music subscriptions reached 50 million in 2018. The US recorded music revenue is approaching $10 B, reaching $9.8 B in 2018.
Men behind majority of 2018 Spotify hits
Spotify has analyzed the authors behind last years 50 most played songs in Sweden. Out of 269 authors, 90 percent are men. Among producers the share of women is even lower, out of 112 producers 99.2 percent are men.
G-Loot receives $25 M investment
Swedish e-sports company G-Loot has received an investment of $25 M. G-Loot offers a platform where players can bet money on themselves. Among the investors are THQ Nordic CEO Lars Wingefors and former Paradox CEO Fredrik Wester.
Strive Sport adds MLS to its content offering
Strive Sport has added the American Major League Soccer (MLS) to its content offering, currently consisting of La Liga and Serie A. Prior to Strive broadcasting MLS the league was broadcasted by Eurosport.
AT&T signs first esports sponsorship deal
AT&T has closed its first esports team sponsorship deal with Cloud9. The deal includes the rights to present “The Nines” which is a weekly video series about Cloud9’s teams and players. Terms of the deal were not disclosed.
Spotify India reached 1 M users in one week
Spotify which recently launched in India after months of delay, says it has reached 1 million users during its first week. The figure includes users across both its free and paid tiers.
Mediavision in the news:
Swedish govt cuts digital publishing VAT, more gambling adverts appear on TV
The Swedish government has decided to lower Value Added Tax (VAT) on digital newspapers, magazines and books from 25 percent to 6 percent on 01 July, so that they match the tax rate […].
Joining forces: Ulrik Bengtsson and Per Norman talk Mr Green integration
As William Hill finalises its £242m acquisition of Mr Green, chief digital officer Ulrik Bengtsson and Mr Green CEO Per Norman dive into the details of the planned “light-touch” integration […].
- MIPTV: April, 8-11, Cannes, France
*Events where Mediavision will be presenting