Foreign firms account for most new Swedish online gambling accounts

Business News

A total of 61 percent of all new gambling accounts set up in the past year have been registered with foreign companies such as Kindred (Unibet), Bet365 and Betsson, said consultancy Mediavision.

Swedish ones such as ATG or state-owned Svenska Spel still make up the largest part of Sweden’s betting market, though, it said. Mediavision’s comments came as the sector prepared to gather for the Spelakademin conference in Visby from 07 to 08 September.

Spelakademin is likely to look in particular at the government’s proposals regarding gaming licenses following its investigation.

Digitisation means foreign firms have been taking larger and larger slices of the betting pie, without having to adhere to Swedish gamblign regulations. In the first quarter of 2017, their share of the Swedish market rose to 23 percent, according to Lotteriinspektionen.

Bet365 accounts for 9 percent of gambling accounts opened in the past year, said Mediavision, with Unibet taking 8 percent and Leovegas 7 percent.