Marketing

Swedish Gambling Authority hopes to increase channelisation rate with new ‘Games need rules’ ad campaign

By Conor Mulheir - 7 Feb, 2022

The Swedish Gambling Authority (Spelinspektionen) has released a new advertising campaign to encourage customers to play with licensed operators in the country.

The ‘Spel behöver regler’ (Games need rules) campaign aims to help customers identify regulated operators by highlighting the Spelinspektionen logo to verify a company’s regulated status.

It consists of three video ads to be shared across social media. You can watch them here.

The videos will be shared alongside links to a longer-form video presented by Swedish TV personality Anders Lundin, explaining in more detail the benefits of playing with regulated operators compared to unlicensed firms.

The premise of the new creative is to show what happens when games are played without rules, for example a player walking right up to the pins in a game of tenpin bowling, looking up quiz answers online, or making up words to win at Scrabble.

This helps the regulator demonstrate to the public in an entertaining format that ‘Games need rules’ in order to make them fair, and applies the same logic to the world of online gambling.

Spel behöver regler. Spelinspektionen lanserar en kampanj för att informera om att det finns ett val att göra, det mellan licensierade och olicensierade spelbolag. Målet att öka kunskapen om fördelarna med att välja ett spelbolag med svensk licens. https://t.co/IQeOODd5yn pic.twitter.com/IHAqIqijnn

— Spelinspektionen (@lagligtspel) February 7, 2022

“The purpose is to inform the public that there is a choice to make, between gaming companies that have a Swedish licence and gaming companies that do not,” commented Spelinspektionen communications manager Yvonne Hejdenberg.

“The goal is for the public to gain increased knowledge about the benefits of choosing a gaming company with a Swedish licence.”

A report published by Sweden’s State Treasury in 2021 showed that 85% of gambling in the country during 2020 took place with licensed operators, marking a decline from 2019’s reported channelisation rate of 90%.

Given the broad restrictions placed on customers in Sweden throughout 2020 and 2021, including strict mandatory deposit limits for online casino, channelisation rates last year could have fallen further.

The temporary restrictions, originally implemented to protect consumers during Covid-19, have now been removed.