Swedish bettors still favor int’l online gambling sites

Swedish-facing international online gambling operators continued to outpace domestic operators’ revenue growth in 2016.

Figures released this week by Sweden’s Lotteriinspektionen gaming regulator show the overall domestic regulated market enjoyed net revenue of SEK 17.1b (US $$1.93b) in 2016, 3% higher than in 2015. Meanwhile, international online gambling sites serving Swedish punters are believed to have seen their Swedish market revenue jump 16% to SEK 5.1b.

The international online revenue growth is greater than that reported by state monopoly Svenska Spel, which reported overall revenue flat at SEK 9b, with land-based revenue falling 3% to SEK 7.07b and online revenue up 14% to SEK 1.92b. Svenska Spel’s FY16 report showed mobile gambling sales up 57% year-on-year, thanks in part to the Q4 launch of a new mobile bingo product for both phones and tablets. Svenska Spel’s operating income inched up 1.3% to SEK 4.8b last year.

The ATG horseracing monopoly’s overall revenue was up 9% to SEK 4.07b, driven primarily by its online betting operations, which rose 16% to SEK 2.1b. The Postcode Lottery was flat year-on-year at just over SEK 2b, while the People Games lottery rose 10% to SEK 680m.