Competition increases on the Swedish market. Swedish licensees such as Svenska Spel and ATG, are challenged by actors based offshore such as Unibet and Betsson etc. The non-Swedish licensees continuously grab an increasing share of the Swedish gambling pie, which has both significantly increased the competition as well as driven the initiation of a government review on new market regulation.
Consumers care increasingly less about whether they gamble at a Swedish or non-Swedish licenced operator. They rather care about better games, and chances of winning/odds – on new platforms and through innovative formats. The situation is clearly challenging actors in all camps – gambling must be offered on the consumers’ terms and the offerings must be better than those of the competitors.
Mediavision compiles the development Swedish Gambling Insight, read more under Publications.