Sweden Changes Tone with New Gambling Awards

Trophy with abstract shiny lights
Sweden tries a new positive approach with three awards for operators.

30 Second Summary

  • Spotlight is on good initiatives for increased responsibility
  • Swedish Gambling Association strives to reward active companies
  • Categories included customer satisfaction, sustainability, and leadership

The Swedish Gambling Association has awarded a trio of gongs to operators in the gambling industry. It is the first time that the association has given awards, which are designed to spotlight good initiatives for increased responsibility and sustainable development of the industry.

Three available categories

The awards were open to all Swedish gambling companies that use initiatives to contribute to a more sustainable, modern, and healthy gambling industry. An operator could apply in all three categories: leadership, customer satisfaction, and sustainability.

The association made it clear that all operators were welcome to participate in the competition.

Winners for 2019

Sustainability – Svenska Spel

The Swedish state-owned gambling operator was lauded for its sustainability initiatives.

Customer Satisfaction – Green Gaming

This prize was awarded to the Stockholm-listed gambling firm.

Leadership – Strandänger & Medvall AB

The female duo started this company to advise on responsible gaming and problem gambling.

Mr. Green of Green Gaming, an online gaming operator that was shortlisted in all three categories, believes he won the customer satisfaction prize because his company uses insights to support players. He said: “In a digital environment, everyone knows everything about the customer, but is the insight used to support the players or to drive profits? With a green approach, even players taking a loss become winners.”

The Swedish Gambling Association said that “through the award, the spotlight has been put on the good initiatives that contributed to increased responsibility and a sustainable development of the gambling market. Courage and innovation should be rewarded and role models celebrated.”

Change in tone for the association

Previously, the Swedish Gambling Association has been well-known for its public criticisms of gaming operators and it has warned licensed operators to adhere to the market’s new regulations regarding bonus offers to customers.

Since the re-regulation of the market at the start of the year, licensees have offered customers different forms of bonus offers, some of which involved “unreasonable interpretations” of the country’s new gaming law, according to the regulator.

This new change in tone has been welcomed by operators, who hope that more positivity will come from the association. Through the awards, the association aims to highlight companies that are adhering to the goals set by the association.

Further license ambitions

There are continued moves in Sweden by iGaming operators, such as online gaming content supplier Oryx Gaming, who believe that the market is ripe to expand. They have stressed that iGaming is a key strategic jurisdiction for expansion.

The Bragg Gaming Group company says that it “has met all the requirements for licensing,” with Sweden set to form a key aspect of Oryx’s continued growth ambitions throughout the year ahead.


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