Kindred highlighted as second-largest advertiser in Sweden
Six gambling firms among top 20 advertisers in Swedish market
Kindred Group is the second biggest advertiser in Sweden, according to new figures released by Swedish news outlet Dagens Media and consultancy firm Kantar Sifo.
The operator spent more than SEK985m (£82.6m) on ads last year, almost three times the amount spent by Kindred in 2016 (SEK395m).
A spokesperson for Kindred attributed the rise to the high number of brands being operated by the group – five during 2018 after the launch of Storspelare and iGame. The FIFA World cup was also cited as a factor in increased advertising spend.
Svenska Spel was the fifth-largest native advertiser in Sweden, spending over SEK562m (£47.2m) during 2018, increasing its advertising spend by more than SEK189m since 2016.
Fellow operator ATG joined the top 20 list for the first time, spending SEK327m (£27.4m) on advertising in 2018.
Global Gaming Malta and Cherry AB’s Faster brand also marked their debut on the top 20 list, spending SEK348m (£29.2m) and SEK357m (£29.9m) on advertising respectively during the year. LeoVegas rounds out the top 20 list of Swedish advertisers, having spent SEK322m (£27m) on advertising during 2018.
The high instances of advertising by gambling firms comes in the face of a recent study carried out by the Swedish Quality Index (Svenskt Kvalitetsindex) which revealed a Swedish consumer satisfaction rating of 56% in the gambling industry.
According to researchers, industries with consumer satisfaction ratings below 75% “have great difficulty in motivating their customers to stay with them” with surveyed consumers citing advertising as one of the words used to describe the industry.