When discussing the Scandinavian gaming landscape, the main distinction is made between the regulated markets of Sweden and Denmark and the monopolistic controls that exist in Norway and Finland.
In general, we expect regulated markets to be subject to constant scrutiny by political parties, the media and regulators – an integral part of a safe and competitive industry, especially in Scandinavia.
Striking a balance between player protection and healthy competition
Just look at the example of Denmark, where regulatory changes are just around the corner, or neighboring Sweden, where temporary Covid measures expire on June 30th. We are always on the lookout for new developments in the Scandinavian markets and beyond, keeping a close eye on changes in legislation.
For example, we take it as a positive sign that the Swedish authorities are beginning to treat the suppression of the black market as a higher priority. Underground operators threaten to undermine the licensing model in both Sweden and Denmark, as we in the regulated industry have repeatedly pointed out.
If regulation becomes so tight that legal operators cannot compete on price with unlicensed ones, then players will end up looking for options on the black market that offer the best value for money. This means gambling liability is reduced and governments are losing tax revenue provided by the legal industry.
Well-intentioned player protection measures are worthless if players turn away from the licensed market and reasonable measures such as self-exclusion tools lose their value. The only winners are underground operators.
Therefore, we sincerely hope that the relevant authorities will be ready to engage in dialogue with the industry on how we can create safe, regulated markets with a healthy degree of competition. Casinos and bookmakers need to be able to offer players high quality products at a fair price so they don't look for illegal alternatives that simply don't provide the same level of protection.
Monopolies
In the monopolized markets of the region, for obvious reasons, we hope for a change in the mindset of local and national politicians and a more far-sighted approach to gambling that is long overdue.
The licensing system used in Sweden and Denmark is clearly a more modern approach, so we welcome the Norwegian Online Gaming Industry Association's calls for a more open regime.
As the Association notes, modern problems require modern solutions, and categorically sticking to an outdated model is the wrong approach. The goal of a monopolized industry is to provide a consistent standard of player protection, but when more than half of Norwegian players use the black market, it's time to rethink.
Peter Christian Noer is Soft2Bet Regional Manager for Scandinavian Markets. Promoted from a regional manager position in Sweden, his extensive experience in the Scandinavian casino industry includes successful management skills at outlets such as Casumo and Danske Spil A/S.