Pariplay looks to cement itself in Sweden’s re-organized gambling market through partnership with Svenska Spel’s digital arm
Online gaming technology company Pariplay announced Tuesday that its complete library of online casino games will go live with Svenska Spel Sport & Casino, the online gambling operation of Sweden’s state-run operator that previously held the monopoly over the provision of gambling services in the country.
The deal will also see Svenska Spel add Pariplay’s newest release – Lucky Vegas, which the supplier is set to debut today. Svenska Spel’s online casino will be the exclusive provider of the game for a period of two weeks, that is until June 11.
News about Pariplay’s new Swedish deal came shortly after the company announced that it has extended its footprint to the regulated markets of Italy and Bulgaria. The company has also recently obtained a license from the gambling regulator of Romania, which will enable it to soon launch its titles in the local market. In addition, Pariplay has taken steps to expand into Denmark, Portugal, and Spain.
Cementing Presence in Sweden
Commenting on the newly inked deal, Pariplay Commercial and Marketing Director Richard Mintz said that partnering with Svenska Spel Sport & Casino helps them cement their presence in the region and “highlights our drive for forward-thinking innovation.” The agreement also comes as part of the company’s strategic goals for 2019, which include “continuing to collaborate with the leading operators in the industry’s biggest regulated markets.”
Jonas Nygren, VP Casino at Svenska Spel Sport & Casino, added that “having already enjoyed success across many other regulated markets, we feel Pariplay’s diverse collection of games will complement our existing product offering” and provide players in Sweden with “even more exciting gaming experiences.”
Svenska Spel’s Market Leadership
Sweden re-organized its gambling market on January 1, 2019 in a manner that allowed international gaming and betting companies to service local customers in a regulated environment by obtaining a license from the local regulator, Spelinspektionen. Around 70 operators have so far been licensed by the regulatory body and more will join the space in future.
To claim its share of the revamped market, Svenska Spel launched its digital operation Svenska Spel Sport & Casino on January 1. The new brand quickly cemented itself among the leaders in the local gaming space, largely due to the company’s already large customer base from its previous status as the state gambling monopoly.
In its quarterly report, Svenska Spel said that its digital business has increased 14% year-on-year since the launch of its Sport & Casino operation and that mobile sales spiked more than 21% during the first three months of 2019.
Svenska Spel quickly pulling ahead of many of its commercial competitors drew criticism from those. Earlier this year, Branschföreningen för Onlinespel (BOS), a trade body representing more than 20 international operators that have been licensed to provide their services in Sweden, filed a complaint to the Swedish Competition Authority, arguing that Svenska Spel has improperly exploited its lottery monopoly to encourage customers to check out its online casino and sports betting product.
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