iGB Intelligence reports iGB-Market-Monitor-May-2020-proof4 | Page 16

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