Part 2: Sweden – SWOT-ing up
and the regulator around the issue of self- state’s interest to protect the licence system
regulation. Suggesting that the regulated market and its channelisation,” he said. “The greatest
will eventually feature fewer operators – at benefit for licensed operators, who pay local
present 123 licences have been issued to 78 taxes and adhere to local rules, is the ability to
operators – Hagman said that marketing spends market themselves. A restriction of marketing
would decrease as some of the smaller operators opportunities would make it challenging to
leave the market. But the impatience shown by protect the channelisation.”
the authorities already will hinder this process.
“What makes it difficult for the industry to self-
Whether the operators are being listened to
is difficult to assess. What is perhaps instructive
regulate is when the government urges operators is the speed with which the debate is moving
to apply for licences only to shortly after consider in Sweden around marketing and other issues.
major changes in the terms as soon as the licence It took a few years for the UK to reach a similar
system is in place,” he said. “In this case it applies stage where politicians and operators started
to marketing.” talking about advertising bans. The sector should
He noted that the government is awaiting the
perhaps take note when it comes to the opening
findings of a study into marketing, which will up of other territories – concentrate more on the
report in October 2020. weaknesses and threats than the opportunities
“One should keep in mind that it is in the
and there might be fewer surprises.
iGaming Business Market Monitor • UK bingo market, Sweden and Germany • June 2019
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