SGA launches campaign to encourage licensed gambling

The Swedish Gambling Authority (SGA) has launched a marketing campaign to encourage Swedes to gamble with licensed operators.

The new campaign, dubbed Games need rules, aims to show consumers the importance of gambling with licensed firms and the dangers posed by the black market.

The campaign includes three short films that will be shown across social media that shows people bending the rules of games including ten-pin bowling and Scrabble.

The message conveys that while a licence isn’t required for these past times, when gambling for money it is important that operators follow the regulations.

A lead video fronted by Swedish TV personality Anders Lundin will also launch, which will see the host explain the difference between licensed and unlicensed firms and the importance of choosing a licensed operator.

The SGA are also driving the message that its seal of approval, in the shape of its logo, is important to understand if an operator is licensed.

Yvonne Hejdenberg, SGA communications manager, said: “The purpose is to inform the public that there is a choice to make, between gaming companies that have a Swedish licence and gaming companies that do not.

“The goal is for the public to gain increased knowledge about the benefits of choosing a gaming company with a Swedish licence,” she added.