SBC News Voice of the Sports Betting Industry
The Swedish gambling regulator, Spelinspektionen, has revealed a new marketing strategy which will see it promote the Spelpaus.se self-exclusion scheme.
The new campaign comes after the regulator revealed that only ‘half of all players’ know about the self-exclusion scheme that went live on the opening of the Swedish market in 2019.
“After just under a year, half of all players knew about Spelpaus.se; it’s good, but not good enough,” Anders Sims, Head of Communications at Spelinspektionen, said. “Anyone who loses control of their gambling, or for other reasons wants to avoid gambling, should know that there is a good tool at the Spelinspektionen.”
The marketing campaign will include a series of messages which will be broadcast across a number of TV adverts in Sweden.
Currently, there are approximately 52,000 individuals signed up to the scheme. It is hoped that the new advertisement campaign will boost awareness of the scheme across Sweden, and ensure that gamblers are aware of the self-exclusion services available.
Sims added: “With this investment, we mainly want to inform people that Spelpaus.se exists, but also pay attention to people on different behaviors that can be a sign of gambling problems, for example that you are playing in secret.”
Earlier this week, Sweden’s government gave the green light for temporary restrictions to be placed on the country’s regulated gaming market despite industry protests against the measures.
The measures will be rolled out from 2 July and remain in place until the end of the year. The SEK5,000 weekly deposit and SEK100 bonus offer limits, which will not be applicable to the horse racing and sports betting industry, will affect the country’s online casino and slots sector.
