Svenska Spel removes bonus offers from site
Swedish operator discontinues all bonuses and discounts in effort to reduce problem gambling
Swedish state-owned operator Svenska Spel has removed bonus offers and discount deals from its marketing across all its games in an effort to promote a socially responsible egaming market.
The decision, which was made last week and will take effect immediately, was described by Svenska Spel CEO Lennart Käll as being part of a move to create a consumer protected egaming market in Sweden.
“We see a clear trend in the gaming market where bonuses and discounts are becoming more common and where game companies are fighting to have the most attractive deals,” Käll said. “The risk is that it is driving increased gambling, which ultimately may include an increase in problem gambling.”
“It’s a business model that is not consistent with our mission,” he added. “Our products are popular and in demand, even without discounts and bonuses.”
The Swedish operator also plans to conduct a new group-wide review on responsible gambling to identify a strategy for strengthening this consumer-focused market approach.
The announcement follows calls from Lennart Käll in July for Swedish regulators to be proactive in tackling “aggressive advertising” from egaming operators.