Part 2: Sweden –weathering the storm
to licensed sites and easily available,” the report
said. “Unlicensed online casinos do not face any
major entry barriers and they are often able
to offer equally or more attractive products to
consumers.”
The unlicensed offshore operators have also
been armed with the perfect marketing materials
just by virtue of being able to offer what the
licensed sector cannot. That is, no Spelpaus (the
Swedish self-exclusion programme), potentially
unlimited bonuses, VIP campaigns, instant payout
and ‘pay-n-play’ casinos.
With essentially the same games (with some
exceptions) and payment options, the offshore
sector ensures that the consumer doesn’t see any
big qualitative difference in online casino offerings.
Bonus questions
A specific area of concern will be the issue of
bonusing. The report includes data from a survey
of Swedish gambling consumers conducted by
Ipsos last year and the responses to a question
about what attracts players to unlicensed sites is
worth looking at.
The report points out that there may well be
a “dynamic aspect” to the restriction of bonuses
to first-time gamblers only. “Many consumers
gamble on various sites,” the report pointed
out. “As they use up available bonuses on the
licensed market there is a risk that they may turn
to unlicensed sites at an increasing rate, thereby
intensifying the decreasing level of channelisation
over time as the overall attractiveness of the
Chart 1: Casino gamblers – stated reasons for gambling on unlicensed sites
58%
Better bonus schemes
At least as simple to sign up
At least as quick pay-outs
At least safe
I can be anonymous
7% 5% 30% 32% 26%
10% 11% 26% 29% 24%
10% 8% 30% 34% 18%
11% 10% 35% 24% 20%
17% 10% 29% 26% 18%
Source: Ipsos consumer survey on behalf of Copenhagen Economics
1: Not at all 2 3 4 5: To a very large extent
Chart 2: Sports bettors – stated reasons for gambling on unlicensed sites
66%
Better odds
At least as simple to sign up
I can be anonymous
At least as quick pay-outs
At least safe
3% 6% 25% 40% 26%
7% 16% 28% 31% 18%
15% 9% 33% 30% 13%
9% 10% 40% 27% 14%
6% 17% 38% 25% 14%
Source: Ipsos consumer survey on behalf of Copenhagen Economics
1: Not at all 2 3 4 5: To a very large extent
iGB Market Monitor • The UK and Sweden • May 2020 13