Offshore gambling companies gain high popularity in Sweden

Offshore gambling operators have proven particularly popular with Swedish players over the past year.

Accounts registered with international interactive companies in Sweden numbered for 60% of all registrations in online gambling services in the last 12 months. This was reported by Mediavision consulting company.

Analytical data also showed that almost 60% of Swedes between the ages of 18 and 74 are addicted to online gambling. This is 12% more than last year. Svenska Spel, a state-owned operator that owns the monopoly on most gambling services provided in the country, still has the largest share of all registered accounts. Mediavision reported that, in aggregate, all regulated gambling operators own about 58% of registered accounts.

Nevertheless, the popularity of international operators is gaining momentum. Approximately 60% of new registrations made in the last 12 months belonged to offshore companies.

Commenting on this trend, Mazyar Sajjadi from Mediavision expressed the opinion that new and existing customers are increasingly attracted to international operators. He is sure that the reasons are in marketing tools with special offers and no deposit bonuses. Licensed Swedish gambling companies are prohibited from using such methods to attract customers in accordance with applicable laws of the country.

Legislative Aspects

New laws regarding gambling in Sweden will come into force on January 1, 2019. International operators will be able to legally operate in the country after receiving the license of the gambling regulator Lotteriinspektionen.

The Swedish regulatory authority launched the application process in July. They recently announced the receipt of 60 applications from international gambling companies that are interested in working in this market.

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