Poll: Will a regulated Sweden be an attractive market for operators?

Sweden’s long-awaited report into re-regulation was finally released on Friday, urging the government to replace the country’s monopoly system with a multi-vertical licensing regime.

The news would have been music to the ears of many operators, particularly Kindred Group and Betsson, which hope the Swedish government is swift in implementing the recommendations.

Operators seeking to enter the market will face an 18% tax on gross gaming revenue (GGR) under the proposals of the 1340-page report – much more favourable than the 29% rate set to be introduced in the Netherlands, for example.

The new licensing regime, which bears many similarities to the Danish model, could go live as early as next year and will see operators able to apply for up to six vertical licences.

The regime could also have a knock-on effect on by encouraging its neighbours in Norway – which has far more restrictive regulation – to adopt a similar approach to re-regulation.

However, the prospect of entering a newly-regulated Swedish online gambling market would not be without its difficulties.

Svenska Spel will likely benefit in the short-term from its previous monopoly position, while detail surrounding potential marketing restrictions is still rather hazy.

However, Jackpotjoy CEO, Andrew McIver, told EGR Intel last week the 18% figure was “a couple of points lower” than the London-listed operator had initially anticipated, although this could yet be hiked by the government.

With this in mind, this week’s poll asks whether you think Sweden will be an attractive market for operators following re-regulation? Have your say below or on Twitter here.