Over the course of six years, Svenska Spel’s market share has declined from 57% to the current level of 49%. This is a consequence of unregulated competition, the restrictive granting of permits to Svenska Spel, and decreased revenues resulting from the implementation of the responsible gaming actions aimed at protecting consumers.
The gaming market is growing in absolute terms, at the same time as the player base is shrinking; fewer individuals are playing for higher amounts. In 2012, net gaming revenues for the regulated Swedish gaming companies amounted to SEK 17,180 million (17,317), according to the Swedish Gambling Authority. If the foreign online companies’ net gaming revenues are added to the Swedish gaming market – about SEK 2,738 million (2,217) according to Svenska Spel’s calculations – the confirmed Swedish gaming market in 2012 totalled about SEK 19,918 million (19,534).
At the overall level, Svenska Spel’s market share is 49% (50), ATG Horse racing accounts for 19% (20) and other regulated gaming companies have seen their share decrease to 18% (19). According to Svenska Spel’s calculations, foreign online operators have a market share of about 14% (11).
In the Internet and mobile market, Svenska Spel commands a net market share of 24% (25), ATG of 26% (29), NGO games and lotteries of 1% (1) and foreign online operators of 49% (45).