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On April 5, the government launched a preposition for a reorganized gaming market. It involves a new layer of play and the introduction of a licensing system to act as a player in the Swedish gaming market.
This will allow players who are not licensed in the Swedish gaming market to close. The new game favors actors like ATG because it helps them to participate in more games than trotting.
ATG is 90 per cent Swedish and 10 per cent Swedish. Even though the state has never owned anything in the gaming society, half of the board is composed of members of the government.
– F arrow that we must run horse games and get a so-called concession the state must have five members of the board of directors, which means that the state has half of the council. In turn, we pay taxes on 30% of net sales, which includes revenue from gambling after profits, says Sten Andersen marketing director at ATG, in Abstract
only gaming company that has paid taxes in Sweden, despite the fact that the galloping sport itself does not receive any government funding. This makes competition with other gaming companies difficult.
– If you play for $ 100 on ATG, $ 70 comes back. Of the remaining 30 crowns, 13 crowns go trotting and galloping, while 11 crowns are taxed. If we pay 11 crowns of 30 and another zero, it will be a tough competition. Of the hundred awards, there will be only $ 6 for ATG .
How will this affect the development of ATG?
– It affects a lot what you can do in terms of price. R the evelverket also did that we could not offer games other than horses . Games Companies in Malta only pay one-half percent of taxes and nothing for sport. Then they were able to spend the remaining money on marketing.
– In addition, no major restrictions have been brought to their marketing, which includes among others all bonus and freespinn offers, where we and d & # 39; other Swedish companies have a public regulatory framework. about "special moderation", as well as its own voluntary limitations through the voluntary organization of Swedish gaming companies, SPER (SpelEtiska rådet). It is clear that there was a biased image of the competition.
Today, opens a license application where you can apply for a license for any type of sports game that begins after January 1st. It also includes online casinos, online bingo and poker. On the other hand, there will always be limited rights and a monopoly on lotteries.
– We are applying for a license for sports games, horse games and online casino. Our ambition is to make sure that the online casino does not exceed 60 on the Gamgard scale. Today, we have not seen any gaming companies under 95 years old. If you are over 60, you have an increased risk of gambling problems.
– Looking at how many of our customers play in casinos, 80% are also our customers. If these customers leave us instead of going to businesses with increased risks, it's better, because we can offer the most exciting games without the risk of gambling.
According to Sten Andersen, ATG has already disturbed the confidence of Swedes Will bet on other sports than trotting. This is remarkable because the gaming company offers nothing but racehorses. What does the new gaming market mean from a marketing point of view?
Secondly, there are practically no rules for those who are not stationed in Sweden. They are not even allowed in the country. In the future, everyone who gets a license must have moderate marketing. Games may not be the solution to a problem and you will have a bonus per lifetime customer. Almost all online ads are about it and there must be a radical change, so I think that leads to the best.
Sten Andersen once again emphasizes the importance of building a good brand and knowing where the money goes.
– I think it will be a success factor. Now everyone has to pay taxes, the margins of mass marketing are diminishing, and we will have to build values to distinguish ourselves from all businesses.
There is concern over the increase in abuse now when the gambling monopoly disappears. How do you see that?
– I hope it will be the opposite. If you look at the conversations that come to alignment and gambling addiction, that's two percent of the games that account for 60-70 percent of all calls. This shows that the way in which part of the foreign game has been played is not healthy. When we enter online casinos, we will ensure that there is no higher risk than other sports games and we hope more people will turn to us.
Sten Andersen believes that foreign game companies will catch up meaning you can not be attracted to constant bonuses.
– In addition, all gaming companies must have a stop button which extinguished games to all gaming company under license. A button is pressed in one place and you can not play anymore. It will contribute to a market-based order and create substantially better conditions than before. This applies to all: the sport, the players and the community, and therefore in extension for all the serious players.
Abstract Insikt has reviewed the marketing of gaming companies in a previous series of articles. The Reporters is listed on 13 gaming sites operating in Sweden. In trying to finish their accounts with the gaming companies, they were told that it did not work. The alternative that existed was a breakup.
Here you can read more about the review of Summary Insight:
READ MORE: Abstract Insightful reporters locked in gaming societies – in life
READ MORE: We have destroyed gambling casinos – has become Read more about advertising
READ MORE: Video game companies respond to critics: "Of course not good"
Some proposals presented in the draft law
- must have an obligation to protect the players.
- Strong moderation requirements should apply to the promotion of games.
- Players should be able to disable all games and bonuses should not be offered other than for the first time. to block payment transactions between players and unlicensed gaming companies.
- Gaming inspection may also order ISPs to establish warning messages for sites offering non-licensed games
- It should be criminalized to promote unlicensed games, for example by bias of advertising
Source : Government
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