As Sweden is preparing to open up its market, operators have already began their preparations to enter what is expected to become one of Europe’s largest regulated online gambling hubs. Most recently, Kindred Group penned a deal worth SEK1.8 billion for its flagship brand Unibet to become the main sponsor of Sweden’s main football leagues – Allsvenskan, known to be the country’s top flight club football league, and Superettan, which is the second highest flight.
In its Tuesday statement, Lotteriinspektionen reminded interested operators that they will only be allowed to target customers aged 18 or over and that gambling services must not be actively promoted to underage members of Sweden’s population. Under the Scandinavian nation’s new gambling law, bonus offers will only be restricted to first-time deposits with a new operator.
Under Sweden’s new regulatory regime, set to take effect from January 1, 2019, international companies will be able to operate online betting and gaming services in the country with a license from Lotteriinspektionen. Operators that conduct unlicensed gambling services will be violating the new law.
The application fee for the operation of one type of service (betting or gaming) stands at SEK400,000. If operator want to apply for both betting and gaming, they will have to pay SEK700,000 when they submit their application.