Global Gaming CEO: SpelLandet has not performed to our expectations
Operator faces increased competition in the Swedish market as new online casinos launch ahead of regulation
Global Gaming’s Sweden-facing SpelLandet brand has not grown as quickly as anticipated, CEO Joacim Möller has said.
Möller said the brand, which was launched in April, has faced very strong competition in Sweden in the last few months.
“It is growing but not as quickly as we’d like it to,” Möller said. “The reason was that we were a bit late with the release and the competition now is really strong.”
“I think in the last few months there has been a new casino brand bringing out TV commercials every week.”
He said the Pay N Play product’s growth had been relatively good but below the operator’s Ninja Casino brand, which accounted for 91% of group revenues in Q3.
“It’s not matching up to our expectations and we’re looking into that to see what we can do to improve,” Möller said.
Following the launch, the operator partnered with Swedish media agency Tre Kronor Media to boost its presence in the market ahead of the forthcoming regulation in January 2019.
Möller said regulatory work and preparing for a Swedish licence had taken up most of the operator’s attention in recent months.
Last month, Global Gaming announced it was shutting down its B2B arm to focus its efforts on developing its B2C brands.
Elsewhere, the operator reported Q3 revenues had risen 93% to SEK 253.1m (£21.7m) on continued Ninja Casino growth.