Jesper Kärrbrink: Our industry “overdid it” in Sweden with aggressive casino advertising

Green Jade Games chairman and former Mr Green CEO Jesper Kärrbrink admits the gambling industry went overboard with aggressive advertising in Sweden which has led to an inevitable backlash.

Gambling marketing in Sweden is a hot and divisive topic. The prevalence and tone of the sector’s past advertising practices has led to legislative ramifications.

In June, for example, Sweden’s government kickstarted a consultation to introduce a ‘special moderation’ requirement for gambling ads to bring them in line with alcohol and tobacco marketing on public health grounds.

Weekly limits were also placed on deposits and bonuses during the Covid-19 pandemic to protect players from harm while they sought out online entertainment during lockdowns.

These factors have combined to put the country’s online gambling industry in the regulatory crosshairs of leaders and politicians, including social security minister Ardalan Shekarabi.

Kärrbrink, who was chief executive of Mr Green between 2016 and 2019, admits the sector made some mistakes both before and after Sweden’s regulated online gambling market went live.

Jesper Kärrbrink

Speaking on a new podcast launched by Swedish operator trade body BOS, Kärrbrink said that while gambling is a major part of society, online casino is only played by around 7% of the population.

“That is where the criticism comes from, because the other 93% can’t understand why,” said Kärrbrink.

“Then when we as an industry started to market this product heavily – on every TV channel during every break and then on radio and on billboards – that 93% got fed up.

“I think that was the mistake. We overdid it. The more aggressive and fast-paced side of gambling, like online casinos, would still be criticised by those who don’t play, but the criticism would have been less if we were less aggressive,” he added.

In November 2019, Mr Green was hit with an injunction by the Swedish Consumer Agency (KO) for marketing to Swedish players who had self-excluded from gambling.

“The lesson to myself and my peers is that we were very aggressive and very short-sighted in our marketing, telling customers to play here or play there and offering bonuses,” said Kärrbrink.

Offering a defence for the industry, the Swede commented: “At the same time, to defend ourselves, it is a product and we wanted to market it.

“Other products in other industries also market themselves heavily, but more of the population makes use of them so for that reason they are considered okay,” he added.