Swedish regulator launches pro-channelisation campaign
SGA debuts its ‘Unnecessarily Exciting’ initiative promoting the benefits of betting with licensed operators as it aims to push back against the black market
The Swedish Gambling Authority (SGA) has launched a new responsible gambling campaign aimed to drive players towards licensed operators
The “Unnecessarily Exciting” campaign consists of two short, animated videos designed to “increase awareness of the Swedish gambling licence”.
The aim of the campaign is to explain to players the risks of wagering with unlicensed operators, while providing information that steers customers towards regulated channels.
One video shows a man in the Arctic being growled at by a polar bear before finding himself in an airport with cash in his hand and pointing at a favourable destination on a globe.
A message then displays with the words: “Should you gamble for money, play safe. Choose a gambling company with a Swedish gambling licence”.
As part of the rollout, the two videos will be promoted on social media channels starting this December and running through into 2025.
The SGA has also updated its website to include further information on the campaign, with explainers on the lack of consumer protections in the black market, how to recognise licensed firms and how individuals could face taxes on winnings obtained through illegal operators.
Yvonne Hejdenberg, head of communications at the SGA, said: “Building awareness and changing behaviour is a long-term effort.
“We believe in a concept that can work and develop over time. With the animated format, we can communicate quickly and clearly.”
A report released by Swedish horseracing operator ATG earlier this month suggested the channelisation rate in the country could be as low as 70%, some way below the government’s target of 90%.
The “Unnecessarily Exciting” initiative means the SGA joins other regulators from both the Netherlands and Germany in launching responsible gambling campaigns in the run up to Christmas.
The Netherlands Gambling Authority (KSA) released its “Get your life back on track, take a gambling break” earlier this week.
Meanwhile, Germany’s federal gambling regulator, the GGL, also warned players of the risks of betting with unlicensed operators.