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Questioning the Right to Operate

The Icelandic government is gearing up for a fight as the Betsson land and online casino gambling group plans to enter the Icelandic market in the coming weeks. Iceland’s government officials noted that land and internet gambling in the country is illegal, and that the government plans to put an end to Betsson’s plans. Right now though, there is a fuzzy line that Betsson is challenging – online casinos are illegal to operate in Iceland, as is land gambling, yet charity groups are able to operate slot machines for profit. Betsson notes that the lack of competition within the Icelandic online gambling market makes the country a prime target for a new extension of the Betsson brand.

Betsson is a Swedish land and online casino gambling group that is making a name for itself in the European market because of the company’s open defiance of protectionist legislation. Betsson opened a land betting shop in Stockholm despite monopolistic regulations that expressly forbid foreign online casinos from accessing the Swedish gambling market. Svenske Spel operates within the Swedish gambling industry, and is only slowly beginning to accept the inevitability of competition to the state’s gambling monopoly.

That is where Betsson is planning to take Iceland as well – to embrace the eventuality of foreign land and online casino gambling companies operating in the Icelandic market. But at this point, the eventuality could still be a ways off considering the Icelandic government fully plans to stop Betsson from advertising to Icelanders. The government has already begun to investigate Betsson’s legal representation in the country. The investigation will only intensify if Betsson opens an Icelandic betting shop.