Part 2 : The current online market
Table 6 : Jackpotjoy Sweden revenues |
|
2016 |
2017 |
Total gaming revenues (£ m ) |
266.9 |
304.6 |
% Sweden |
10 |
10 |
Total Sweden (£ m ) |
26.7 |
30.5 |
SEKm |
|
366 |
Est . Swedish market share (%) |
|
6.5 |
Hero Gaming Another organisation leading the Nordic innovation wave , Hero Gaming runs the lauded Casino Heroes site as well as the betting proposition Betser . Again , it is likely the two sites have grabbed a slice of the Swedish overall market but without knowing anything further , the company also remains in the ‘ others ’ category .
Source : Company reports , Market Monitor Swedish market estimates
Cherry Gaming Recent controversies surrounding the ex-chief executive Anders Holmgren notwithstanding , since the acquisition of ComeOn Cherry Gaming has taken on a greater prominence within the Nordic online gambling scene . Its recently published full year results showed online gaming revenues for 2017 of SEK1.82bn . But without any breakdown by region , it is hard to guesstimate what either the Nordic or Swedish element of those revenues are worth . All that can be stated is that the full acquisition of ComeOn has certainly worked to transform the company ’ s market positioning in terms of GGR .
Gaming Innovation Group ( GIG ) GIG is one of the newcomers on the Nordic scene with seven brands contesting in the space , including Guts . com , Rizk and the old Betit brands of Thrills and Superlenny . As can be seen from our table below , GIG has grown very quickly to take an estimated 4.5 % slice of the overall Swedish market .
Other notable names Casumo The site has been around since 2012 and is oft cited as being one of the leaders in gaming innovation in the Nordic gaming space . We can assume it has a decent position in the Swedish market though for now it has to remain in the ‘ others ’ column as there is no visibility on earnings .
Aspire Global The company behind Karamba and other sites ( including joint ventures ), Aspire is listed on the Nasdaq First North Premier and gives B2C revenues (€ 34.8m in 2017 ) but no further detail . It also straddles both B2C and B2B .
Bethard This new company has made something of a splash in recent months having hired Zlatan Ibrahimovic as a brand ambassador ( and minority shareholder ) and
Chart 2 : Sweden online market estimates 2017
Source : Company reports , Clear Concise estimates
Svenska Spel 16 %
Kindred 21 %
Betsson 14 %
LeoVegas 12 %
Jackpotjoy 6 %
GIG 4 %
Mr Green 2 %
Others 25 %
14 Sweden : The transition to regulation in one of Europe ’ s most advanced digital markets