By the end of 2018, all actors operating on the Swedish gambling market must have a license. However, a lot of Swedes already has a registered gambling account with an off-shore brand. In its latest analysis Mediavision concludes that close to 60 percent of Swedes in the ages 18-74 has a registered gambling account – in Sweden or elsewhere. The Swedish regulated brands are so far in the lead, but the off-shore brands are gaining ground.

Mediavision’s analysis of the Swedish gambling market reveal that an increasing share of gamblers register accounts with gambling sites. Today, close to 60 percent of Swedes in the ages 18-74 has a registered gambling account, which marks an increase of 12 percent compared to last year. Svenska Spel has the largest share of registered gambling accounts, followed by ATG and Postkodlotteriet. Combined, the Swedish regulated brands make up 58 percent of all registered gambling accounts.

However, off-shore brands such as Bet365, Unibet, Leovegas among others, has a higher share of newly registered gambling accounts. Looking at accounts registered within the past 12 months, off-shore brands make up 60 percent.

– We are clearly seeing the competition ramping up. Regarding both existing and new gamblers which are drawn to the gambling market. A possible explanation as to why the off-shore brands attain a higher share of new accounts is their marketing with special offers and deposit bonuses, something which their Swedish counterparts are prohibited from doing. Furthermore, the shift towards online gambling is further accelerated as a cause of this development. Mediavision is following the development closely, says Mazyar Sajjadi at Mediavision.