Operators cross fingers ahead of Swedish regulation report
Betsson, Kindred and Cherry hope Friday’s publication of long-running investigation will deliver good news
Operators are eagerly awaiting Friday’s publication of the investigation into the potential re-regulation of Sweden’s online gambling market, a report which is expected to recommend the dismantling of the country’s current monopoly system.
Kindred’s head of Nordic affairs, Peter Alling, told EGR Intel this morning that figures suggested 59% of Sweden’s online gambling market is offered by operators licensed outside the jurisdiction.
And Alling called on the government to follow the path set by other regulated jurisdictions. “We hope incumbents understand the need for reform to happen is overarching the need for advantages for some operators,” Alling said.
“Not having adopted to the market reality, Sweden has suffered from low or no growth whereas re-regulated jurisdictions and their licensed operators attract the customers,” he added.
Betsson CEO Ulrik Bengtsson hoped the investigation and any subsequent regulatory framework would deliver “strong consumer protection and clear prerequisites to operate in the Swedish market.”
Both Kindred and Betsson said they would apply for local licences if a liberalised market was introduced.
An open licensing system would also be good news for Cherry, which operates a large offline presence in Sweden via its Spelgladje brand.
Jonas Wahlander, CEO of Cherry’s newly merged igaming arm ComeOn commented: “Cherry from an offline perspective has almost 70% of the Swedish market. Eventually when cross promotion opportunities are allowed, we will definitely look into how we can cross promote our online business. That will naturally happened if it’s allowed.”
However, Bengtsson warned the final outcome could still be some way off. He said: “There are many steps left until a final bill is decided and a new regulation can be implemented”.
Operators contributed their views to the investigation via Swedish online operators’ trade association BOS.
The two-year investigation will conclude on Friday when the board, headed by regulatory chief Håkan Hallstedt, is due to report its findings to the government.
In January Hallstedt announced his resignation from regulatory body Lotteriinspektionen, following the submission of the report.