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An Indication of Attitude

Svenske Spel has not been shed in the most positive light in the past six months as the state-run online casino gambling monopoly struggles to hold on to its current full monopoly over the Swedish internet gambling market. Svenske Spel has asked by the European Commission (even threatened with European Court of Justice litigation) to comply with EU policies concerning an open and free European online gambling market. But despite requests and demands from some, the online casino gambling market in Sweden remains under the state-run monopoly. All of that could be changing though as some online gambling operators are less willing to wait for the opening of the Swedish market, and are instead setting up shop despite the government’s restrictive legislation.

The Ladbrokes gambling group operates internet bingo, online casinos, and internet sportsbetting. The company has a major player-base in the UK, but has lately aggressively moved into the Swedish market – and Svenske Spel is not taking kindly to the competition. Svenske Spel is taking particular exception to a recent online casino bingo advertisement that Ladbrokes used to target Swedish gamblers. Svenske Spel has threatened litigation against Ladbrokes – not that anyone in the online gambling industry even believes that Svenske Spel has a remote chance of winning the case.

But some online casino industry analysts are looking a bit more into the actions of Svenske Spel, using this latest disagreement with a foreign European gambling competitor as an indication of now the company will behave when it does actually begin to share the Swedish gambling market.