Executive summary
Executive Summary
Introduction – piecing together
the Nordic jigsaw
• While Norway remains the standout restrictive
• Question marks remain over some of
the detail within the bill, largely around the
responsible gambling provisions and the
gambling market in the region, Sweden was position of monopoly lottery operator
always a (light) grey market and is arguably Svenska Spel, with the restriction of bonuses
the most competitive. to one per player likely to cause some angst
• Denmark – though small — has demonstrated
that newly regulated markets can perform well,
with GGR growing by more than 250% in the
seven years since regulation
Swedish market analysis
• Unibet and Maria Bingo owner Kindred
is likely to emerge as top dog in the newly
regulated space, with a current estimated
Denmark – a model market
•
25% share of the grey market, according
Denmark illustrates what a mature, liberal, to Market Monitor estimates, followed
wealthy, consumer technology-driven market by Betsson with around 16% and LeoVegas
is likely to look like, with remote growth with 14.5%
attractive but not stellar
• Adding fuel to the arguments raging over the
future position of Svenska Spel in Sweden,
Danish state lottery operator Danske Spil has
gained market leadership in the online realm
The games supplier landscape
• iGaming Tracker’s supplier market map
for Sweden unsurprisingly shows NetEnt
to be the dominant games supplier in the
region, with 28.7% market share
Sweden – a new beginning
• With the 18% tax rate one of the lowest in the
• More surprisingly, Play’n Go achieves
second spot with just over 12% of games
regulated space and likely attractive enough to on the sites tracked, followed by SG Digital
ensure a high percentage of channelisation from with over 6.5%, Microgaming with over 6%,
grey to regulated, the prospects for the Swedish and Yggdrasil and Playtech, similarly with
regulated market being a success are high over 6%
iGaming Business Market Monitor • The Nordics • May 2018
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