The regulated gaming market in Sweden has experienced sales of €551 million during the third quarter of the year.
Sweden.- Preliminary information released by the Swedish Tax Agency shows that net turnover in the third quarter of 2019 amounted to €551 million. The agency said that the information will be further adjusted in the future.
The number of suspended people in spelpaus.se, the national self-suspension register, amounted to 41,703 at the end of the third quarter. This represents an increase of 11% compared to the previous quarter. At the beginning of November, the number had increased to just over 44,000.
The data also shows that 92 companies had active licences for the Swedish market in October 2019, national gambling regulator Spelinspektionen reported. However, there is no actual information about play at gaming companies without licences.
H2 Gambling Capital estimates that during the third quarter, around €46 million to €56 million were bet through unlicensed companies. This would mean that between 85% and 87% of all gambling in the competitive market took place at gaming companies with a Swedish licence.
Online gaming leads in Sweden
Of the €551 million in net turnover in the third quarter, €325 million comes from online gaming operations. This is approximately €1 million higher than what Sweden registered in the second quarter of 2019.
State lottery and slot machine games generated €127 million in net revenue in the third quarter. However, it is approximately €5 million less than the previous quarter. Casino Cosmopol registered the same results than in the second quarter to €22.9 million.
Decline in gambling advertising
Sweden’s Social Security Minister Ardalan Shekarabi has revealed that since the re-regulation of the gaming market came into force, aggressive marketing from gambling companies has declined 44%.
In 2018, gambling companies invested €682 million in marketing, and the figure decreases to €402 million in 2019. However, Shekarabi says that the government is still not happy with the numbers and will continue to follow developments. “The goal remains to push through legislation that restricts aggressive gaming advertising,” he said.