Sweden announces first licenses granted under new market Luke Haward, CDC Gaming Reports · December 7, 2018 at 12:03 am The Swedish gaming regulator’s name might not roll off the tongue, but you can bet that many more people are giving it a try now that the Lotteriinspektionen has begun to roll out crucial and long-awaited changes to Swedish gambling law. The stage is set, for the first time, for a regulated Swedish market. Operators, it seems, have been waiting for this with bated breath. Ninety-five applications were received in total, according to Lotteriinspektionen Director Camilla Rosenberg, around 75% of which are focused on online gaming. The regulator has in the last few days announced the first sixteen firms that will be awarded licenses under the new legal system.Director Rosenberg made a statement to the press on the day of the announcement, stating that “I am very proud that the inspectorate’s staff, under severe pressure and dealing with totally new legislation, was able to issue these first licence decisions,” Rosenberg said in a statement. “Since one of the objectives of re-regulation was to channel players towards legal offerings, it is gratifying that so many gaming companies currently active in Sweden are keen to be part of the new, licensed market.” The new law brings an end to a virtual state monopoly, and analysts will be watching the new market with great interest. Confirmed as new license-holders include the Kindred Group, Betsson AB and UK-based firms bet365 and Tombola. Betsson AB received three licenses for its separate brands Betsson, NordicBet and SverigeAutomaten. Interestingly, certain firms who have recently been penalised in the UK were granted licenses, but of a shorter 2-year duration instead of the standard 5-year license. These firms include LeoVegas and GVC. Swedish national operator Svenska Spel was issued with a license confirming its continued exclusive rights over lottery games and land-based slots.