Swedish organisation analyses marketing guidelines

The Swedish gaming organisation Sper has conducted an evaluation of the industry’s marketing guidelines.

Sweden.- Sper, a gaming industry’s national organisation from Sweden, has revealed that it conducted an evaluation of the local industry’s guidelines for marketing. It said that they were launched in the spring after critics on the local advertising framework.

The organisation highlighted that the evaluation showed that gaming companies see the guidelines as something positive and that they have influenced the marketing content in the industry. Sper said that it is important that they continue following the action plan, which includes guidelines for self-regulation.

CEO Jenny Nilzon said that to have functioning self-regulation, it’s important they evaluate the efforts on an ongoing basis. “Although the new guidelines have only been in effect since April, it was important for us to follow them up now. We want to see if they work and are used in real life,” she said.

Sper members answered seven questions in regards to how they follow the Swedish marketing guidelines and how they work. “The result shows that various efforts are being made to allow the guidelines to permeate the stakeholders’ organisations. Through internal training, information and checklists, knowledge of the new guidelines has been disseminated. Many members have also informed external stakeholders about the guidelines. On the other hand, members consider that there are still some interpretative difficulties regarding certain points.” said Sper.

“We continue to work through Sper’s working meetings and dialogue in the industry for a common standard and improvement. But we already see a clear development of the game advertising, both in quantity and content,” added Nilzon.