Part 2: The current online market
if publicity was the aim, then the
partnership is already paying off
with the football star having already
engaged in a Twitter spat with the
Swedish gambling minister.
The long tail
Looking beyond these names,
elsewhere on the various Nordic- and
Swedish-facing affiliate sites appear
a long list of sites and operators that
garner an indeterminate amount
of revenues from Sweden. The
various EveryMatrix brands are
predominant (all Malta-domiciled)
but there is also a fair smattering of
Curacao-domiciled offerings which
to a greater or lesser degree can be
presumed to be aimed at the Nordic
territories.
There are some
international large
brands that have poor
representation in
the Swedish market
today and I would be
surprised if they don’t
enter after the (new)
regulation
Jesper Kärrbrink, Mr Green
Chart 3: Sweden grey market product splits
Sports-betting
44%
Casino
38%
Poker
7%
Bingo and other
11%
Source: Redeye
The away team
Pale grey has been good enough
for many global brands to dip
their toe into the Swedish market.
The big names of European
bookmaking and gaming each have
a foothold in the market with the
Ladbrokes, William Hill and Betfair
brands all prominent in the affiliate
advertising space. Naturally, Bet365
is also a big name among the
sports betting brands available but
its relatively underpowered gaming
operation means it suffers in a
casino-led market such as Sweden.
In this arena, Jackpotjoy is
one prominent name, both with
its own brand as well as with
Vera&John (which originated as
more of a Scandinavian-facing
brand anyway). The company said
its combined brand revenues from
Sweden were circa 10% of total
group revenues in both 2016 and
2017, or circa £26.7m and £30.6m,
Sweden: The transition to regulation in one of Europe’s most advanced digital markets
15