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Scandinavian countries, together with the United Kingdom, have been among the front-runners when it comes to the rapid development of the online gaming market. Despite the fact that a big part of the population of the Scandinavian countries participate in online gaming activities such as casino, poker and sports betting, national laws are still playing catch-up as old legislations are not up to date with today’s online environment.

After Denmark regulating their national online gaming market several years ago, Sweden is now the next one in line with a proposal of a national regulation that includes government tax for online gaming. Norway and Finland are also expected to follow the same path at some point over the next decade. With the new laws and legislations, there will be both benefits and drawbacks for actors in those markets.

With the tax implication, we are likely to see both consolidation and elimination when it comes to operators and affiliates. Profit and margins will become smaller, which means running smaller operation might not be as profitable as it has been historically. This, combined with one of the fiercest competition in the world, means that the prospect for organic SEO affiliates within online gaming in Scandinavia might become worse over the next couple of years. So what are the options in order to move away from this to a better landscape?