iGB E-zines iGB e-zine Sweden | Page 15

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