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How liberal will the Swedish gambling market really be?



Reading Time: 3 minutes


Since the plans for liberalization and licensing were announced, casino marketing has become a huge public issue in Sweden. That’s not surprising. In a country that has sought to police public morality so tightly, for so long, some pushback is to be expected.

In February 2019, the government made a strong statement, warning operators against adopting “aggressive” marketing strategies to capture market share in the fledgling market.

Concerns have regularly been raised in the Swedish media regarding safeguards for problem gamblers and younger people, as well as the general promotion of casinos as legitimate businesses. It’s a cultural challenge for the companies as well as Swedish society, so which way will the market go?

Casino marketing: what does the law say?

What we know right now is that the regulations introduced in late 2018 to put online gambling on a firmer footing say relatively little about marketing methods.

Instead, they focus on taxation, age limits, and the licensing process. The focus is more on creating “safe spaces” for gambling, rather than telling operators how to promote their businesses.

So, there will be quite tight limitations on the welcome bonuses available from licensed operators ( – last update 2019-01-31), as well as the types of bonuses and deals available to regular customers. The idea is that casinos elsewhere have sometimes taken these promotions too far, giving players an unrealistic sense of potential winnings, while exploiting vulnerable people.

But this leaves out a large chunk of online casino marketing, as well as member benefits like sports tickets. So while bonuses are going to be restricted, expect to see plenty of creative promotional ideas emerging to compensate.

What about advertising? Has Sweden got the balance right?

Most importantly, the new regulations are a bit unclear about the role of advertising. And with bonuses taking a back seat, this could mean that casino operators will leverage ads in greater occurrence instead.

This could lead to an epidemic of glitzy, visually seductive ads, targeting the impulses of potential customers. But things could be more laid back as well.

Remember, the Swedish casino regulations stipulate harsh fines for breaching license guidelines, sometimes reaching as much as 10% of a company’s turnover. That’s pretty uncommon elsewhere in the gambling world, and we can’t be sure how it will affect the way casinos operate.

So the future is unclear. Sweden could head towards a zero advertising model (similar to Italy), or relax its attitude towards marketing (as with the UK). But the smart money is on a slow liberalization of the way casinos are promoted.

Sweden is lukewarm about gambling, but the direction of travel is clear: It’s a market Stockholm wants to encourage, and advertising is a key part of the picture.

Licensed online casino operators in Sweden

2 months have passed since the re-regulation of the market and so far, 69 companies have been granted a Swedish casino license. It’s a mix of old companies such as Betsson and Unibet and new sites, such as the Swedish casino Dreamz, that was granted a license at the end of 2018.

When speaking to the people at regarding this huge change on the Swedish market they saw it as s positive development for both the casino industry in general and for Swedes and Sweden as a country.

Many of us at Dreamz have been in the casino business for over 10 years, and we believe this is what industry needs. Serious and legitimate companies will benefit alongside Sweden as a country, while operators that cannot deliver what is required to uphold the license requirement will disappear from the market. For one thing, responsible gambling is an issue that some companies need to make a better effort in, and as from 1 January 2019, this is a topic that will be of the highest priority and under the supervision of the Swedish gambling Authority, which is great for all parties.




Source: Latest News at European Gaming Media
This is a Syndicated News piece. Photo credits or photo sources can be found on the source article: How liberal will the Swedish gambling market really be?

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NSoft and Casa Pariurilor expand cooperation




NSoft and Casa Pariurilor expand cooperationReading Time: 2 minutes


NSoft, premium betting software provider and Casa Pariurilor, a part of the largest Central European betting operator, have extended their cooperation by agreeing on implementation of NSoft´s In-Play MTS betting solution into Casa Pariurilor’s retail network. The network numbers over 700 shops in Romania, positioning Casa Pariurilor amongst the top three betting companies in this country.

Karlo Kralj, NSoft’s Regional Sales Agent announces: “I am delighted to confirm the continuation of excellent cooperation with our client Casa Pariurilor. It is one of the oldest and the most respected betting companies on the Romanian market. Casa Pariurilor`s experts have profound understanding of their market and are great in deciphering the players` needs. The partnership with Casa has helped us significantly by providing the essential market-insights and up-to-date knowledge about Romanian market trends.”

The first deal between NSoft and Casa Pariurilor was set in 2014 with the release of NSoft`s most popular product – Lucky Six, a draw-based game, together with Virtual Greyhound Races. Initially, the products were available in retail and afterwards, have extended to the client´s web.

“We have been working with NSoft for 5 years now and our cooperation is a role model of how B2B cooperation should look like. You know, you can buy a betting software anywhere, but the people make the difference. We witnessed the NSoft`s trustworthiness and reliability with excellent 24/7 support and great turnkey betting solution, thus the decision to use the advantages of NSoft`s Seven Betting Platform and its In-Play MTS solution in our retail network was a logical step forward,” concluded Lewis Findlay, General Manager Romania, Fortuna Entertainment Group.

NSoft`s Sportsbook solution driven by Betradar data provides clients with an extensive offer of up to 25,000 live events per month across 20+ sports. It is highly customizable sports betting platform requiring zero initial costs.

In addition, NSoft’s Seven Platform allows distribution of In-Play and Pre-Match offer through all available channels: retail, terminal, web, and mobile.

Source: Latest News at European Gaming Media
This is a Syndicated News piece. Photo credits or photo sources can be found on the source article: NSoft and Casa Pariurilor expand cooperation

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Week 8 slot games releases




Week 8/2019 slot games releasesReading Time: 3 minutes


Sit back, relax and check out this week’s latest slots releases!


First up it’s Wazdan‘s new game title, Space Gem – an intergalactic journey packed with colourful gems for collecting and cosmic prizes to be won, ready to inject a blast of colour to the middle of winter. Showcased earlier this month at ICE London 2019, Space Gem takes players on a ride through the galaxy, with the mission to collect colourful gems and access rich-space bounties with Expanding Wild symbol and Re-spins for a hyper engaging player experience.

Wazdan's Cosmic Slot Space Gem


Pariplay has released Zombies Gone Wildan original online video slot inspired by pop culture’s deep-rooted fascination with the living dead. Engaging characters, an atmospheric soundtrack and an array of exciting gameplay features, will have players of all experience players feeling like they are part of humanity’s last stand for survival. Pariplay’s Zombies Gone Wild features 50 lines that pay both ways for even bigger rewards as well as a collection of wilds, free spins and jackpots.

 Pariplay’s New Zombies Gone Wild Video Slot


NetEnt merges magic and mystery in it’s latest slot title Golden Grimoire! Moments of magic await in the 5-reel, 4-row, 20-fixed lines video slot, where symbols are transformed and can cover the whole row in winning combinations, thanks to a theme based around the Golden Grimoire, a powerful book of spells, sorcery and symbol transformation.

NetEnt - Golden Grimoire


Pragmatic Play, is whisking players away to the African savannah in its latest video slot Safari King. The 4×5, 50 payline game packs the reels with excitement, featuring elephants, zebras and rhinos as well as immersive sound design. Melissa Summerfield, Chief Commercial Officer at Pragmatic Play, said: “Players are sure to love the roar of Safari King, an excellent addition to our range of games bearing all the hallmarks of our flair for game design. Excellent central mechanics are combined with an engaging theme to create one of our most exciting products yet.”

 Pragmatic Play’s Latest Release: Safari King


Yggdrasil Gaming has released its heroic new slot, Champions of Rome, where mighty gladiators face off on the reels. Jonas Strandman, Head of Slots at Yggdrasil, said: “Champions of Rome is a visually impressive game where players are in control of how much they want to risk. Seasoned slot warriors can satisfy their thirst for adrenaline by choosing to risk it all, while more casual players can make a more conservative choice with guaranteed winnings.”

Yggdrasil - Champions of Rome


We finish this roundup with Microgaming, who has signed a long-term supplier agreement with game development studio, Crazy Tooth. The first game of the partnership is Arctic Valor™, a riveting new six-reel, 4,096 ways online slot. Crazy Tooth Studio® developed this exclusively for Microgaming. The new game involves fierce Valkyries and has a mythological background. David Reynolds, Games Publisher at Microgaming, added: “Arctic Valor provides a visually stunning journey into a land of ice and snow, complete with a fantastically vibrant, Norse-tinged atmosphere.“

Microgaming - Arctic Valor

Source: Latest News at European Gaming Media
This is a Syndicated News piece. Photo credits or photo sources can be found on the source article: Week 8 slot games releases

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UK Gambling Commission mulls banning credit card for gambling transactions




UK Gambling Commission mulls banning credit card for gambling transactionsReading Time: 1 minute


The UK Gambling Commission is considering a ban on credit cards for gambling-related transactions. The commission has invited recommendations and suggestions from the members of the public, gambling businesses and other stakeholders.

Paul Hope, an executive director at the Gambling Commission, said: “We are exploring measures that could help reduce the risk of harm to consumers who use their credit cards to gamble online, and to those who play on all Category B machines. We want consumers, gambling firms and other interested parties to have their say and provide evidence that will help us make gambling safer.”

UKGC has already agreed in principle that consumers should not gamble with money they do not have. Gambling with borrowed money is already well-established as a risk factor for harmful gambling.

Now it is seeking meaningful input to help determine if restrictions—potentially including an outright ban—are necessary to limit risks to consumers.

The other call for evidence gives an opportunity for gambling businesses to outline how they will meet the challenges set out in the UK Government’s Review of Gaming Machines and Social Responsibility Measures over the protections for players using FOBTs.

Source: Latest News at European Gaming Media
This is a Syndicated News piece. Photo credits or photo sources can be found on the source article: UK Gambling Commission mulls banning credit card for gambling transactions

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