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A new report from the casino guide Casino.se: How the new gaming law has affected the Swedish gaming industry
A new report from the casino guide Casino.se highlights how the Swedish gaming industry has been affected since January 2019, when the government introduced a licensing market for gambling. The report reveals, among other things, that about 50,000 Swedes have used the self-shutdown service spelpaus.se, as well as a dramatic reduction in visitor traffic to the Swedish licensed companies. In addition, criticism is directed at the government’s recent legislative proposals with additional gaming regulations, which, according to the report, risk driving players to unregulated international gambling sites.
Casino.se, Sweden’s leading casino guide, today presents a new report on how the new gambling law from January 2019 has affected the Swedish gaming market and its players. The report, prepared by Casino.se together with the owner company XLMedia, highlights, among other things, changes in consumers’ gaming patterns, government revenues and expenses, as well as the growth of the private industry players, which are today part of Sweden’s regulated gaming market. The report also analyzes the future of the industry, as well as the risks associated with the government’s recent legislative proposals on lower maximum limits for deposits and bonuses, with the primary aim of countering gambling abuse during the corona crisis.
The new gambling law
The new Gaming Act from January 1, 2019, meant that Sweden was granted a licensing market for gambling, with the aim of excluding all the actors that are non-licensed and don’t pay tax in Sweden. According to Spelinspektionen, 98 companies today have active gaming licenses, where of as many as 71 are online. Among other things, the law requires that the companies on their site, clearly offer players three main opportunities to limit their gambling, in the form of the measures spelpaus.se, game limits and self-testing. The companies that do not comply with the rules risk, among other things, having their license revoked for up to two years.
Of the three measures mentioned above, spelpaus.se, which enables self-suspension from virtually all gambling in Sweden, has meant the most important change. In March 2020, according to the Gaming Inspection, nearly 50,000 Swedes had registered on spelpaus.se, of which 76 percent were men and 24 percent were women.
The economic development of the gaming industry
During the third quarter of 2019, the new gaming law had a noticeably negative effect on the Swedish gaming market as a whole. The total return for online gaming operators with Swedish licenses was SEK 3.35 billion, according to statistics from the Gaming Inspectorate, which was a decrease of SEK 120 million compared to the second quarter and SEK 70 million compared to the first quarter of the same year. 2019 was a relatively weak year for the gaming industry, with a total turnover of SEK 24.79 billion, which was only a modest increase from the previous year.
Reduced visitor traffic
New statistics from Casino.se and Google Trends reveal that several of the Swedish licensed gaming companies had significantly less visitor traffic to their sites in 2019 than in previous years. All in all, however, the Swedish licensed companies have so far been mostly satisfied with the development since the new law came into force.
“By having a regulated market, long-term sustainability and industry profits are secured. It benefits both consumers and operators,” says Stuart Simms, CEO of XLMedia, which runs Casino.se.
New bill risks driving players towards the unregulated gaming market
However, a cloud of concern has flared up now in May. It concerns the government’s new bill to introduce a maximum deposit limit of SEK 5,000 a week and a bonus ceiling of SEK 100 to limit gambling, especially during the corona crisis when many are sitting at home. The proposal has generated a massive protest storm from leading industry players, which has been noted in both international and Swedish press. One of the detractors is Gustaf Hoffstedt, Secretary General of the Industry Association for Online Games (BOS), who believes that these new regulations would counteract its purpose and harm the Swedish gaming industry.
“I react with surprise and consternation. All of these regulations, which may have honest ambitions to strengthen consumer protection, drive players away from the licensed market, ”Hoffstedt said in the report.
To read the full report, please click here.
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Jelly, True Rippers BGMI star, speaks out against cyberbullying: calls for a safer, more respectful ecosystem
Jelly, one of India’s leading Battlegrounds Mobile India (BGMI) athletes, representing Infinix True Rippers, has issued an appeal to the esports community to stand against cyberbullying and threats in the esports ecosystem.
Following the BMPS 2025 Semifinals 2, where Jelly was performing with the sole goal of helping his team qualify for the grand finals, the player faced a wave of online hate, including abusive messages and death threats, all for eliminating a rival and his former team.
In a heartfelt statement, Jelly explained: “I am here to qualify just like every other team. If there is a fight against GodLike, I cannot just put my guns down and I also don’t know who is in front of me. Every team on this stage is here to play for victory. I wanted both teams to qualify, theirs and mine, but because of mistakes, neither of us made it. It is not because of one fight alone that things went wrong.”
Jelly also condemned the personal attacks he has faced and appealed for a safer esports ecosystem:
“No player deserves hate or threats for doing their job and competing. We put in countless hours to train, just like any athlete in any sport. We need to stand for fair, safe, and respectful esports, without fear of abuse.”
With esports continuing to grow as a mainstream sport in India, the need for stronger measures to protect players from cyberbullying and online harassment is more crucial than ever. Jelly emphasized that athletes, content creators, and fans deserve a positive, supportive environment to thrive.
The 24-year-old pro has pledged to use his platform to promote safe gaming practices and challenge toxic behavior within the gaming community.
Infinix True Rippers, the team Jelly represents, also extended their support to his statement, reiterating their commitment to building a culture of fairness, mental well-being, and respect in Indian esports.
The post Jelly, True Rippers BGMI star, speaks out against cyberbullying: calls for a safer, more respectful ecosystem appeared first on European Gaming Industry News.
Magency Life, WeClub Malaysia, and 2up.io sign on following Optimove’s regional launch
Optimove, the creator of Positionless Marketing and the #1 Player Engagement Platform in iGaming, today announced that three leading APAC iGaming operators: Magency Life, WeClub Malaysia, and 2up.io have selected Optimove as their player engagement platform. This follows the company’s formal launch of operations in Asia-Pacific and underscores its momentum in the region.
The announcement comes immediately after Optimove’s appointment of iGaming veteran Jack Wheeler to head the APAC region. Wheeler and team are driving regional growth and supporting operators in scaling player engagement strategies through data, personalization, and AI-driven orchestration.
“Our rapid adoption in the region is validation that iGaming operators in APAC are forward thinking, with a deep commitment to meaningful player engagement,” said Jack Wheeler, Senior Account Executive and Head of APAC. “Optimove’s ability to empower operators that embrace Positionless Marketing to increase marketing efficiency by 88% is ushering the APAC iGaming industry into an era where real-time marketing execution is scalable.”
Optimove’s Positionless Marketing Platform gives marketing teams the power to independently launch and optimize campaigns across channels without waiting on engineering, creatives, or analysts.
The company’s Optimove Ignite+ program, played a key role in accelerating adoption across the region. The comprehensive program is designed to accelerate growth for emerging iGaming and sports betting operators. It offers exclusive access to Optimove’s #1 Player Engagement Platform, along with expert CRM guidance, actionable insights, and proprietary industry benchmarks. Optimove Ignite+ empowers operators to enhance player engagement, improve marketing efficiency, and scale efficiently in a highly competitive market.
“These partnerships mark a major step forward in our mission to help operators across APAC build deeper, longer-lasting relationships with their players,” said Motti Colman, VP of Revenue at Optimove. “It underscores that Positionless Marketing, and its ability to free marketers to execute personalized player journeys without bottlenecks, is a key to growth in competitive markets. We’re honored to be chosen.”
With regional operators facing rising competition and evolving player expectations, Optimove provides the tools to act instantly on data, deliver personalized experiences, and drive lifetime value all from a single, AI-powered platform.
The post Optimove Ignites APAC Expansion with Leading iGaming Operators Joining Platform appeared first on European Gaming Industry News.
PepsiCo brings back Pepsi and introduces Mountain Dew, energising the global gaming community at the world’s largest esports event.
The Esports World Cup Foundation (“EWCF”) today announced its renewed partnership with PepsiCo, establishing Pepsi and Mountain Dew as Main Partners of the Esports World Cup 2025, set to take place this summer in Riyadh, Saudi Arabia. With Pepsi and Mountain Dew joining the EWC, both iconic beverages will fuel and energize the worldwide gaming community.
The renewed partnership marks the continued expansion of PepsiCo’s footprint in gaming and a bold step forward in delivering world-class experiences to fans in Riyadh and around the globe.
Following its debut as a Founding Partner in 2024, Pepsi returns to the Esports World Cup with an expanded presence across the 2025 festival. Activations will include immersive fan zones, large-scale product sampling, and co-branded content with artists, creators, and players.
Mountain Dew, joining as a Main Partner for the first time, is levelling up players’ game in EWC 2025 to EWC 2025. A long-standing supporter of gaming, the brand will deliver immersive on-site experiences, exclusive merchandise drops, and branded competitions that resonate from grassroots to pro. With a digital-first campaign themed “Dew levels up your game,” Mountain Dew will activate across KSA social channels, broadcast, and festival touchpoints — reinforcing its ambition to lead in gaming culture and power the next generation of players.
Both brands will feature prominently throughout the event — from the Opening Ceremony to hospitality areas — with branded fridges and product placement across esports venues, the Players’ Lounge, and festival grounds, uniting music, gaming, and entertainment to deliver high-energy fan experiences.
Mohammed Al Nimer, Chief Commercial Officer at Esports World Cup Foundation, said: “We’re excited to have Pepsi and Mountain Dew back as Main Partners for the second year. These are brands that truly get gaming and its fans. With their support, this year’s Esports World Cup will be an even bigger celebration of community and creativity”
Returning to Riyadh, Saudi Arabia, from July 7 to August 24, 2025, the Esports World Cup will unite global gaming communities for a celebration of esports culture. With 25 tournaments across 24 games, 2,000 elite players, and 200 Clubs from over 100 countries, the EWC will feature the largest prize pool in esports history, over $70 million. Fans can expect exclusive experiences, from high-stakes competition to live music, anime cafes, retro arcades, cosplay, and more, drawing millions of fans online and in person.
To learn more about EWC, visit esportsworldcup.com and follow Esports World Cup Foundation on LinkedIn.
The post PepsiCo Returns as Main Partner of the Esports World Cup 2025 appeared first on European Gaming Industry News.
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