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Sweden has failed to protect the vulnerable players

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The Ministry of Finance has proposed that the temporary restrictions on the online gambling market, that were introduced on July 2 this year, should be extended to June 30, 2021. The proposed restrictions are a weekly deposit limit of a maximum of SEK 5,000 and that bonus offers are limited to a maximum of 100 SEK.

The Ministry of Finance claimed during the spring that the gaming on online casino was strongly increasing during the pandemic and that the government needed to protect the Swedish consumers.

The minister stated that there where an increase in problem gaming during the spring, but that statement was not based on facts. Neither The Swedish Gambling Authority nor other authorities did see that as a fact.

 

Scientific studies

This is also something that later on was proofed by scientific studies conducted.  https://www.frontiersin.org/articles/10.3389/fpubh.2020.554542/full

“Results:  Total gambling activity decreased by 13.29% during the first phase of the outbreak compared to forecast. Analyses of online gambling data revealed that although betting decreased substantially in synchrony with a slight increase in online casino gambling, there was no increase in likely problematic, high-intensity gambling and neither did total online gambling increase.

Conclusions: This first, preliminary study revealed no increase in Swedish gambling activity, total or specifically online, in the first phase of the covid-19 outbreak. Future research should examine whether pandemic-induced transitioning between gambling modalities and/or increased participation in gambling, leads to long-term effects on prevalence of problem gambling.”

 

Moving to the unlicensed market

Setting a deposit limit of 5,000 SEK per week does not solve the need to help people who have a gambling problem as it is always possible to gamble at different companies. Alternatively, you can play at the unlicensed companies. The effects will instead be that the individual gaming companies cannot follow the individual players’ behaviour and, if necessary, support it.

 

7 out of 10

It is an extremely worrying development in Sweden that 7 out of 10 of those who seek help for gambling problems have banned themselves from playing breaks and still continue to play. The idea of a game break is good, but there is a lack of power against the unlicensed gaming companies that target Swedish players and then the problems remain. A first step in resolving this is to prevent the possibility of paying with a number of well-known Swedish payment services at the unlicensed gaming companies. We have to close the holes! (https://www.spelfriheten.se/ Pelretin, organization for gambling addiction.)

This means that the blocking service Spelpaus (Spelpaus enables Swedish gamblers to paus them from all gambling on licensed operators https://www.spelpaus.se/ ) does not fulfil any major function as long as a number of different gaming companies without a Swedish gaming license are allowed to flourish freely. Several help seekers have also told us that these gaming companies provide the opportunity to pay with a number of well-known Swedish payment services

 

Lack of tax revenue

In 2019, the licensed companies in Sweden paid SEK 3.6 billion to the Treasury. An amount that is now steadily declining in step with the shift to the unlicensed companies.

 

Focusing on those who try to behave

No unlicensed company or person linked to unlicensed gaming activities has been fined or prosecuted since 1 January 2019, at the same time 26 fines have been issued for a total of 236.4 MSEK against the licensed gaming market.

The government’s mission should be to protect consumers and that should be their priority. On the contrary, the effects have been that they have shifted vulnerable players to the unlicensed companies. Sweden has failed to protect the vulnerable players and the extended regulations will not protect them.

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Conor McGregor Becomes 1xBet Brand Ambassador

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Former UFC champion Conor McGregor has become the official global ambassador of 1xBet.

Not just a fighter. Not just a champion. McGregor is a phenomenon who helped turn the UFC from a niche sport into a global spectacle – driving record-breaking PPV sales, attracting worldwide media attention and engaging millions of fans.

Every time the Irishman steps into the octagon, it becomes an international event. The 1xPartners affiliate programme is getting a major boost. The legendary Notorious is now a long-term part of the 1xBet.

This partnership carries special importance ahead of UFC 329, which takes place on July 11. The main event will feature a rematch between Conor McGregor and Max Holloway, 13 years after their first meeting. Their 2013 bout marked a turning point in both fighters’ careers, and the upcoming clash is already being described as the most anticipated MMA event in recent years.

For 1xBet, partnering with one of the world’s most recognisable athletes creates new ways to reach a global audience, strengthens the brand’s international presence and gives 1xPartners affiliates additional opportunities to scale sports traffic. The affiliate program offers competitive monetisation terms, including up to 50% RevShare, regular payouts and a comprehensive suite of modern tools. This helps to consistently deliver strong conversion and engagement rates worldwide.

For 1xPartners affiliates, this is a chance to become part of a large-scale project, leverage one of the most recognisable athletes’ incredible media influence, work with the hottest traffic from the biggest UFC events and continue growing with 1xBet.

The post Conor McGregor Becomes 1xBet Brand Ambassador appeared first on EE Gaming | Global iGaming & Tech Intelligence Hub.

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Play’n GO goes live with Betano Colombia in LatAm expansion

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Kaizen Gaming’s Betano adds Play’n GO’s full slots portfolio, including Book of Dead and Reactoonz, for the first time in Colombia.

Play’n GO has launched with Betano Colombia, making the Swedish supplier’s casino games available on Kaizen Gaming’s brand in the country for the first time.

The agreement covers Colombia, one of Latin America’s regulated iGaming markets. Betano Colombia is rolling out Play’n GO’s full content portfolio, including titles such as Book of Dead and Reactoonz.

Play’n GO positioned the launch as part of its broader push across regulated markets in Latin America, with Colombia highlighted as a priority jurisdiction due to its established regulatory framework.

Magnus Olsson, Chief Commercial Officer of Play’n GO, said: “Colombia is an incredibly important market for Play’n GO. It stands out as one of the most stable regulated markets in Latin America, making it a key focus for our long-term growth strategy globally.

“Betano is one of the biggest names in global gaming, and they share our commitment to quality, compliance, and delivering exceptional entertainment. Bringing our full portfolio live on their platform in Colombia is an exciting step, and we’re confident this partnership will be a strong success for both parties.”

The post Play’n GO goes live with Betano Colombia in LatAm expansion appeared first on EE Gaming | Global iGaming & Tech Intelligence Hub.

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ICONIC21 launches Keno with three risk levels and 1,000x max multiplier

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ICONIC21 has launched Keno, a new lottery-style iGaming title, the supplier said on 7 July 2026.

In the game, players can pick up to 10 numbers and watch a draw to see how many match. ICONIC21 said Keno includes three selectable risk levels — Low, Medium and High — and a maximum multiplier of 1,000x.

For operators, ICONIC21 said the release supports branding options including customisable win and loss assets and a branded multiplier progress bar.

Edvardas Sadovskis, Chief Product Officer at ICONIC21, said: “Keno has endured precisely because it never asked for too much of the player, and that simplicity is exactly what we set out to protect.

“The three risk levels give players real agency over their session, which matters for enjoyment and responsible play alike. It’s a recognisable, low-barrier format with enough customisation built in to make it genuinely an operator’s own.”

The post ICONIC21 launches Keno with three risk levels and 1,000x max multiplier appeared first on EE Gaming | Global iGaming & Tech Intelligence Hub.

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