Sweden’s gaming monopolies brace for liberalized market

Sweden’s gambling monopolies are frantically improving their offering as they prepare to deal with new competition in a liberalized market.

On Monday, live dealer technology provider Evolution Gaming announced that it had struck a deal to provide live casino services to AB Trav Och Galopp (ATG), Sweden’s current horseracing betting monopoly. The deal will commence on January 1, 2019, the date Sweden has set for the liberalization of its online gambling market.

On Wednesday, Evolution Gaming announced a similar live casino deal with Svenska Spel, the state-run sports betting monopoly. As with the ATG deal, Evolution says the Svenska Spel live casino will start dealing cards “the moment Sweden’s new gambling law comes into effect.”

Sweden’s new gambling regime will see ATG and Svenska Spel enter relatively uncharted territory, although for some time now, both operators have had to compete with internationally licensed online gambling sites that served Swedish punters without the state’s permission.