Swedish online operator opening first land-based outlet in direct challenge to current law.
Friday 30th May 2008
Swedish online gambling provider Betsson has opened its first betting shop in its home nation in order to build closer relations and offer more gaming opportunities and greater freedom of choice.
Many players in Sweden frequently play at outlets operated by the State’s gaming monopoly Svenska Spel or horseracing provider ATG and Betsson’s move is being seen as a direct challenge to authorities.
Located in Stockholm, Betsson’s new betting shop opened its doors earlier today and has been designed to offer an attractive alternative with better odds. Players are to be given the opportunity of wagering on live sports games along with receiving tips from experts, watching live matches on television and socialising with other enthusiasts in a relaxing environment.
“We are taking this opportunity to challenge the Swedish gaming monopoly as we see betting shops as an interesting development of our business,” said Pontus Lindwall, Chief Executive Officer for Betsson.
“Betting shops complement our online offering and our aim is to create more freedom of choice for our players.”
Betsson stated that the legal situation in Sweden is more open than many believe due to legal developments within the European Union.
“European Union laws provide support for this endeavour,” said Lindwall.
“There is no longer any reason for us to wait for a political process that is hardly moving forward. We want to drive development of the gaming market for the benefit of players. I am confident that the monopoly’s retail outlets will experience some tough competition going forward.”
