Unibet is now Sweden's largest online sports bookmaker - surpassing Swedish owned Svenska Spel with a massive 10% of all Swedish ad buys
The Facts and Figures:
New figures released by Stockholm-based media consultants Mediavision show gambling companies accounted for 10% of all Swedish television ad buys in the first half of 2016, up from just 3% as recently as 2013.
A total of 31 gambling companies, both international and domestic, advertised on Swedish TV in H1 2016, up from 24 in the same period last year and from 20 in H1 2014. International gambling firms account for 75% of current gambling advertising spending, up from 64% in 2013, according to Sweden’s gambling regulator, which helps explain why international operators aregrowing faster than domestic firms.
Gambling’s increased presence on Swedish telly is all the more impressive given that the Institute for Advertising and Media Statistics believes total TV advertising spending is down by SEK 100m (US $11.8m) over the first seven months of 2016, and the prediction is for a further SEK 100m decline before 2016 is done.
Svenska Spel - Sweden's Best Bet
Svenska Spel is currently the largest Swedish owned online gambling agency and as such is the primary focus for the Swedish Government looking to enact changes to online gambling laws that will see them protect more of their own assets.
Not surprisingly though, Unibet has surpassed Svenska Spel in terms of the number of Swedes who are active customers in online sports betting, casino and poker (although, to be fair, Svenska Spel doesn’t currently offer casino products).
The news won’t come as a surprise to Svenska Spel, which has long protested having its clock cleaned by the likes of Unibet and other internationally-licensed online gambling sites.
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