Market understanding holds the key to Swedish gaming success

Market understanding holds the key to Swedish gaming success

Thursday, April 5, 2018 Posted by Luke Massey
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The licensing process for operators in the country opens on 1 August

Betting and gaming industry consultant Ismail Vali thinks that “market understanding and commitment” hold the key to success in the soon to be regulated Swedish market.

Sweden’s regulatory body Lotteriinspektionen confirmed this week that the licensing process for operators in the country will open on 1 August 2018, one month later than the original target date.

The Swedish government is expected to confirm more of the legislative details for potential market incumbents today (5 April), which includes licensing, international co-operation, responsible gambling and social responsibility, supervision and fees.

Vali told “Market understanding and commitment are the most important factors. Everything from culture to language to what will make each member play this year, this month, today, and right now – that’s where the promotional discipline needs to bite.

“We simply do not do enough, as a global industry, to make our offering feel like it has a purpose and entertaining prerogative for our players, at all times.

“This is one of the reasons I love the Nordic markets, particularly Sweden, for what they taught me as a young marketer – local commitment. Coming in with a hastily re-drawn USA or UK offering, simply did not work. Just changing the language, as many told me to at the time, was a fast pass to failure.

Describing one of his Swedish success stories, Vali commented: “At ParadisePoker, we took an ‘international’ idea like ParadisePoker’s Free Million Dollar Poker Game, which worked spectacularly in the USA and UK, and re-envisaged it as “Slaget om Norden”, or the Battle of the North, specifically for Sweden and allied markets.

“Slaget worked in Sweden, Norway, Denmark and Finland to secure ParadisePoker’s dominant entry to those specific local market players. And the concept is still recognised in the countries today, more than a decade after it last ran.”

Totally Gaming says: Confirmation that licence applications will open from 1 August and regulation enforced from 1 January 2019 has given the market a clear finish line to work to. Operators will be competing aggressively for market share in the build up to the World Cup, but should make sure that marketing is tailored to the local market from the ground up.

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