Part 3: Sweden – a new beginning
If the UK is any example, adherence to these rules once the new legislation has had an unspecified
will be central if operators are not to fall foul of period to settle in.
the regulator and may have a significant influence
Meanwhile, the government has said that the
on the current means of operation among the ownership situation for the horseracing lottery
market’s leading lights. ATG will also have to be settled at some point
Pia Rosin, vice-president of corporate
communications at Betsson, points out that all
the aspects of the ‘duty of care’ demands from
in the future as and when the future funding of
horseracing is determined.
Kindred’s position is that competition law
the draft legislation are already deployed by would suggest that the two entities – the
the company. continuing lottery monopoly and the online
“As an example, we actively recommend all new
customers to set a deposit limit,” she says. “It is
business – should be separated. Whether this
argument prevails is, however, open to doubt.
for the regulator to make sure that the operators Similar arguments were put forward with
comply with regulation, but I believe that it over regard to the dominant position of Danske Spil
time will be a competitive advantage for Betsson in Denmark which similarly straddles both the
that we take responsible gaming seriously.” monopoly lottery and online free market. Despite
However, the provisions regarding the bonusing
private operator complaints, Danske Spil has
of first time players only are more likely to be the managed to maintain a dominant position within
cause of some angst. Kristoffer Lindström, in the the online sphere and recently announced it
equity research and ratings team at Stockholm- was launching a new brand within the market to
based investment bank Redeye, points out that further leverage its position.
the moves “might lead to new marketing tactics”.
This is one way of putting it. According to
Gustaf Hoffstedt, general secretary of the
Swedish Trade Association for Online Gambling,
Rikard Rinaldo, communication director at Mr says his members are broadly happy with the
Green, the result of this rule could be controlled regulation even though the situation regarding
mayhem. “Initially, the system with only welcome Svenska Spel fosters competition concerns.
bonuses as the allowed bonus will create a crazy “We are satisfied with the fact that the
situation with staggered welcome offers and government of Sweden – at least 10 years later
customers opening multiple accounts and jumping than necessary – finally has presented a draft bill
from welcome offer to welcome offer.” in favour of a licensing system,” he says. “We are,
however, concerned in a number of details, among
Privileged situation them the future ownership and lack of complete
However, it is the position of Svenska Spel within separation between the monopoly and the licence
the new market that is perhaps the one area of entity of Svenska Spel.”
true controversy. Private operators such as Kindred
have complained about the lack of a level playing
Rosin at Betsson is forthright on the issue.
“It would of course be madness if Svenska Spel
field that will result from the lottery monopoly was allowed to cross-sell open market products
remaining in state hands even as the business to customers that they have recruited through
prepares to compete in the online market. their monopoly business,” she says.
The suggestion is that the lottery monopoly
“I would have liked the government to be
business should be split out from the online much stronger here. Long term, the open market
gaming business, but the government has to businesses of Svenska Spel should be sold.
date said it is not willing to contemplate such It doesn’t make sense that the government,
a move. However, within the draft legislation, that essentially make the rules, is one of the
the government has added a paragraph competitors. It’s never a good idea when the
suggesting that a review should take place referee belongs to one of the competing teams.”
iGaming Business Market Monitor • The Nordics • May 2018
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