Reports SWEDEN MARKET - ONLINE
estimates channelisation, was measured during 2019 by the Swedish Gaming Authority.”
At the time (Q1 and Q2 2019) it was indicated that the Swedish market had a 91 per cent channelisation figure according to data provided by the SGA. However, this was later lowered to around 85-87 per cent with renewed data from H2GC for the third quarter period.
In March of 2020, it was estimated that Sweden’s channelisation could be as low as 70 per cent according to research conducted by BonusFinder using Google Trends, suggesting a third of Swedish players are searching for unregulated online gambling sites.
Research has shown that searches for ‘casino utan licens’ (casino without licence) increased by 710 per cent compared to 173 per cent for ‘online casino.’
BOS estimates that between 22 and 28 per cent of gambling for the online casino sector takes place outside of the licensed system and between 15 and 20 per cent within the sports betting sector, meaning a drop in turnover for licenced operators. Licenced providers within the sports betting sector lost 16.8 per cent of their revenue during 2019 compared to 2018.
Horse betting, lotteries and bingo remains mostly unaffected mainly because unlicensed operators are unable to offer the same service and ATG and Svenska Spel are strong legal entities.
SVENSKA SPEL Svenska Spel was formed officially in 1997 after
a merger between Tipstjanst and Penninglotteriet, which had existed since the 1930s as lottery companies. Te Lotto was launched in 1980 and subsidiary Casino Cosmopol began operations in 2001.
Today, its gaming business is divided into three separate business areas. Te largest revenue sector is Tur (number games and lotteries), which has a 55 per cent share of Svenska Spel GGR. Tis includes number games such as the Lotto, Eurojackpot, Keno, Joker and Vickinglotto plus lotteries Triss, Penning and SkrapSpel.
Sports and Casino has a 25 per cent GGR share and includes both land-based and online sports games and casino games with main sports betting group Oddset (a collective name for games such as Machen, Mixen, Challenge), and football games via Stryktipset, Europatipset, Maltipset and Topptipset. Casino games such as online poker, online casino and bingo were launched in January 2019.
Te Casino Cosmopol and Vegas sector has a 20 per cent GGR share and the exclusive right to operate casino games in Sweden via three casinos. Vegas VLTs is the only slot game permitted in Sweden and there are currently 4,299 Vegas VLTs in 1,419 restaurant and bingo
P132 NEWSWIRE / INTERACTIVE / MARKET DATA
Te BOS estimates that between 22 and 28 per cent of gambling for the online casino sector takes place outside of the licensed
system and between 15 and 20 per cent within the sports betting sector, meaning a drop in turnover for licensed operators. Licensed providers within the sports betting sector
apparently lost 16.8 per cent of their revenue during 2019 compared to 2018. Horse betting, lotteries and bingo remains mostly unaffected mainly because unlicensed operators are
unable to offer the same service and ATG and Svenska Spel are strong legal entities.
locations. Te three casinos are located in Gothenburg, Malmo and Stockholm.
Svenska Spel saw a GGR of SEK8.57bn in 2019 and had 170,000 customers. GGR in 2019 was divided between SEK3.9bn via retail outlets; SEK2.71bn online; SEK866m from restaurants and bingo hall operations; SEK1.1bn from casinos and SEK110m from other operations.
Svenska Spel’s half year results saw SEK3.7bn, a 9.6 per cent decline on 2019 results. Te lottery sector Tur saw an increase of 3.8 per cent to SEK2.33bn although sport and casino sectors saw significant losses.
Te Casino Cosmopol chain recorded no revenue due to being closed since March.
Q3 results were SEK1.84bn lower than the SEK2.01bn recorded for the same period in 2019 bringing in a GGR for January to September of SEK5.54bn (nine per cent less than 2019). Casino Cosmopol and Vegas revenues have dropped 59 per cent due to closures.
However, Svenska launched two new products in the third quarter. Trav & Galopp is a new gaming category with games via French and international horse racing in cooperation with PMU whilst Triss offers a new product BilTriss offering gift product of a Tesla as the prize.
Te casino sector has been worst hit. Forced to close in March 2020 due to the pandemic, the company’s Sundsvall casino closed its doors permanently as of August 2020. Te casino had struggled with profitability for years and with a declining customer base, competition from online gambling and strict marketing rules for casinos.
Patrick Hofbauer, President and CEO of Svenska Spel said: “It is a sad message we have to give
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