Swedish gambling industry suffers from lack of trust, new research finds
Operators say it is up to them to increase the 56% customer satisfaction rating reported by the Swedish Quality Index
Both Swedish gamblers and the general public are unsatisfied with the Swedish online gambling industry, according to a study carried out by the Swedish Quality Index (Svenskt Kvalitetsindex).
According to the 2018 report, the industry has received a customer satisfaction rating of 56%.
CEO of Svenskt Kvalitetsindex Johan Parmler said industries that receive a rating below 75 “have great difficulty in motivating their customers to stay with them”.
Parmler said scam, money, profit, advertising and dependence were the most common words used by respondents to describe the industry.
“It reinforces the picture that the industry as a whole has a business-critical low reputation among the public, whether or not you play or not,” Parmler said.
In response to the study, LeoVegas CEO Gustaf Hagman wrote on his LinkedIn: “It is the industry’s overall responsibility to change this trend.
“When it comes to moderation in game advertising, Sweden may have to follow similar advertising restrictions to the UK.”
Speaking to EGR, a spokesperson for Kindred said: “We are not surprised but equally concerned to see that the industry has not managed to improve it.”
The study reported 80% of players were unaware that new regulation had come into place in January.
Of those players, 40% believed regulations would make a positive contribution to the development of the gambling industry in Sweden.
The survey was conducted between November and December 2018 and used a sample of 1,300 respondents made up of both online and offline players and the general public.