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Sweden Seeking Balance in Their Own Gambling Industry

24 February 2011 by admin

Seems that the Scandinavian gambling markets are making the news of late. First Norway and their Star Wars Federation approach to tackling issues against overseas online gambling sites. Now Sweden is making news as they seek to find a balance within their own gambling market.

Sweden has been working of late to introduce measure that will take steps towards responsible gambling, both online. Such measures include gathering up a responsible gambling subsidiary called Playscan AB to help move responsible gambling practices into casinos and online casinos. Sweden has also imposed an age restriction for the purchase of lottery tickets; Swedes must be at least eighteen years of age to buy a ticket. But that is not the end of the responsible gambling measures that Sweden is taking. Brick and mortar casinos are now required to hold responsible gambling weeks to help spread awareness among Swedish gambling patrons.

And as I am sure you can imagine the push for responsible gambling awareness has impacted the industry. Since the push for responsible gambling practices and awareness in Sweden began two years ago, both online casinos and brick and mortar casinos have experienced a decline in revenue over the last said two years. Not all that surprising. I mean think about it—you introduce measures to tell players that they should be more aware of how often and how much they are spending on casino games; and either they will listened and play less or spend less, or they will be put off by casinos telling them you should play here less. As a girl, if a shoe store told me that I needed to buy fewer shoes or spend less on shoes I would be a bit put off and find a new place to get shoes. But in the case of Sweden and the responsible gambling initiative, the put off feeling seems to be nationwide.

But despite the two year decline in revenue, at least one Sweden’s gambling monopoly, Svenska Spel, is not worried and is looking at ways to seek a balance between getting and keeping players in their online casinos and brick and mortar casinos and in upholding the country’s push for responsible gambling.

“Given the conditions in the market, with an ever increasing selection of games, and given that we are taking measures to limit gambling, this is a fully acceptable result. That we are also a company does not have the maximization of profits as a goal increases our potential for introducing and handling responsible gambling measures, even when these have a negative effect on revenue,” said acting Svenska Spel CEO Anders Hägg. Hägg has gone to Svenska Spel’s board to propose suggestions to increase their competitiveness; his suggestions includes acquiring licenses to expand the range of casino game offerings, including more options for popular game types and new game types that patrons want.

The next couple of years will see Sweden working on their balancing act for responsible gambling while still pulling in revenue. If the country’s gambling monopoly is not overly worried it would seem that they think a balance cold be achieved with relative ease.

One Response to “Sweden Seeking Balance in Their Own Gambling Industry”

  1. Tweets that mention Sweden Seeking Balance in Their Own Gambling Industry | Online Casino Suite Blog -- Topsy.com says:

    […] This post was mentioned on Twitter by Gambling Review, Lucy Bishop. Lucy Bishop said: Go-go Sweden! Much more positive than Norway and their Star Wars Federation approach to gambling […]