Swedish Gambling Operators Spending Heavily on Advertising

Swedish FlagKantar Sifo, the popular media research firm from Sweden, has published a report regarding the advertisement activities of various companies in Sweden.

The report looked back at the activities done in 2017 and focused only on those companies that relied heavily on advertising. It is interesting to note that the gambling operators were the biggest investors in advertising sector in Sweden.

Although none of the top 3 gambling operators managed to make it to the top 3, few Swedish gaming operators were listed in the top bracket and it included “Svenska Spel” which is a state-run gambling operator.

This state-run gambling operator has a strong hold on the overall gambling activities in Sweden. The operator has spent a whopping amount of $58.6 million on several advertising platforms in 2017 which is a 19.6% increase in advertising expenses from 2016.

LeoVegas and Kindred Group are other top two gaming operators of Sweden that are heavily focused on advertising campaigns. Kindred Group has set aside $55 million for ad campaigns with a 12.6% increase from 2016.

In 2017, LeoVegas has spent $39 million on different ads with a yearly jump of 83.2% from 2016. It is to be noted that television and outdoor ads continue to be the most popular and viable form of advertisement in Sweden followed by online advertising.

Lotteriinspektionen is in Preparation to Impose New Regulations

In the coming years, the gambling industry of Sweden is likely to undergo a major change because gaming regulators propose to impose a new set of regulations.

The gambling operators are now relying on advertising to capture the market before the new regulations are imposed. The heavy spending by different operators in advertising has caught the attention of Lotteriinspektionen which is the main gaming regulator of Sweden.

The gambling regulator recently told Metro newspaper not to allow gambling advertisements from foreign operators on its pages. It clearly violates the Lottery Act of the country by promoting and advertising gambling companies that were not permitted to operate in Sweden. Metro will be imposed with a penalty amount of $31,000 if it continues to feature such ads.

The gambling market of the country is being rearranged by the Swedish government. The new foreign gaming operators would have to apply for a license from Lotteriinspektionen for operating their business. The proposal is under review and is likely to come into effect from January 1, 2019.

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Jay Stevens

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