Swedish consultancy Mediavision expects a raft of gambling companies currently regulated overseas to set up in Sweden, ahead of the new licensing system on 01 January 2019.

It said that before and during the current men’s football FIFA World Cup tournament, no fewer than 55 betting companies advertised on TV, up from 29 firms in the corresponding period of 2017.

It added that Unibet, currently foreign-regulated, will take over sponsorship of the Allsvenskan men’s football league from the 2020 season from state-owned Svenska Spel.

Mediavision said the in spring 2018, the number of people placing bets with foreign firms on a monthly basis grew markedly, adding that overseas gaming firms continue to gain ground from domestic ones.