On this page you will find information (scroll down) about:
- the Swedish gaming market, particularly regulation/legality of online gaming
- the Swedish language and the challenges of iGaming localisation.
Status and potential of the
Swedish online gaming market
Sweden has a highly competitive economy and has built much of its success on openness to global trade and investment. The Nordic country is ranked #7 in the world in terms of gross domestic product (GDP) per capita and it always ranks high in various aspects including social stability, human development, and democracy.
Sweden has also one of the world’s most mature e-commerce markets. In total, Swedish consumers spent $5.6 billion on products and services purchased online in 2013. (The amount was seen as the biggest growth in online commerce sales since 2007). 70% of Swedish consumers bought goods via Internet in the first quarter of 2014.
In total, Swedish consumers spent $5.6 billion on products and services purchased online in 2013.
Technically speaking, all forms of both offline and online gambling are entirely legal in Sweden. In reality, though, there is only one licensed gambling operator, the state-owned company Svenska Spel, founded in 1997 by the fusion of Sweden’s two major lotteries, Penninglotteriet and Tipstjänst. This state-run monopoly over all forms of gambling is enforced by two laws: the 1994 Lotteries Act and the 1999 Casinos Act.
Sweden’s draconian regulations have received considerable criticism from the European Commission, which claims they contravene the competition rules outlined by the EU. In 2007, the Commission formally demanded Sweden to open its gambling market up to competition. Same year, the liberal-conservative Moderata samlingspartiet (The Moderate Party) openly voiced its approval for the ending of Svenska Spel’s monopoly.
In 2012, Kristdemokraterna (The Christian Democrats) declared they may be open to put an end to the monopoly and liberalise the domestic online gambling market. In October 2014, Sweden was sued by the Commission due to deferral in adequately changing its gambling laws. Since then, the government has expressed its intent to amend the existing regulations, as well as coming with a satisfactory framework for licensing non-Swedish operators. Such changes in gambling legislation are expected in the short term.
Swedish users are free to access foreign hosted websites, though, meaning that the current legislation has reduced practical impact on online gambling. Some of these websites offer Swedish-language pages which allow Swedes to enjoy games in their own language.
Casino games are very admired and trendy among Swedish gamblers, with online poker being one of the widely played games. Sports betting is also incredibly popular in the country. Football, handball and ice hockey matches are heavily bet on all over Sweden.
Contact us if you want a wider Swedish audience to your business. We have a well established global network of professional, reliable translators with expertise in gaming language, legislation and markets. All-In is here to make your brand get a Swedish voice!
Challenges of Swedish
The average Swede is an iPerson who values safety and security. The average Swede is also contradictory, extremely trend-sensitive, and according to many sociologist best in class when it comes to adopting new manners. In the overlapping land of the conservative safety-addicted Swedish customer and the worrisome, modern Americanized ditto, is where we start of our translation and localization maximization journey.
In an international/Anglo-Saxon comparison the Swede enjoys a more informal and direct tone of communication, not being a fan of the aggressive selling language which is often used in web-based public relations material.
During the last decade, following the globalization, the average Swede have come to use more and more English terms, especially when it comes to the lingua of online gambling. In other words: the biggest challenge of translating iGaming texts to Swedish is to find the golden mean, using the modern Anglo-Swedish use of terms in texts with homelike, reliable and serious content.
After years of analysing pro and cons, of twisting and turning the key terms for poker, slots, bingo, table games, odds etc., we believe we have found that middle way where our translations provide that recognizable Swedish safe feel to the customer with a touch of contemporary gaming.
More games specific the above translates to: Poker and Casino terms could on many occasions be left in English without influencing on the commercial object of the text, contrary it could give the text that modern glow needed to attract customers from the targeted group.
After years of analysing pro and cons, of twisting and turning the key terms for poker, slots, bingo, table games, odds etc., we believe we have found that middle way where our translations provide that recognizable Swedish safe feel to the customer with a touch of contemporary gaming. Even Aristotle would have been proud over the balance.