How will Sweden's New Casino Legislation affect you as an Affiliate?

[Biti]

The only advantage is that you are now operating 'legal' instead of 'illegal' according to Swedish law. Whatever that's worth to you.. In terms of earning money, regulation is always bad for affiliates: taxes, extra advertising rules (less freedom) and a lot of competition via social media, SEA and SEO. Some people say that the market becomes bigger after regulation. That may be true but at the same time, there are more people/companies who want their piece of the 'cake'.

You would think/hope that as an affiliate you would get more protection against rogue casino's/affiliate programs in a regulated market but i have not seen that yet. It's more the other way around, they don't need affiliates as hard as before the regulation. So they care less if they screw you or not. But who knows, maybe the Gaming Authority in Sweden is different. Only time will tell.

I agree with this. However, the advantages of operating legal are very limited. Try to open a bank account telling the bank you're involved in gambling. That's difficult, also in countries where it's legal, like Malta.

It's usually also a moment where programs look how to screw their affiliates. Like in Sweden Expekt did and some others seem to be trying.

And once everybody has their market share, the 2nd round of screwing affiliates will start.

 

[gobo]

I agree with this. However, the advantages of operating legal are very limited. Try to open a bank account telling the bank you're involved in gambling. That's difficult, also in countries where it's legal, like Malta.

It's usually also a moment where programs look how to screw their affiliates. Like in Sweden Expekt did and some others seem to be trying.

And once everybody has their market share, the 2nd round of screwing affiliates will start.

What did Expekt do?

Also, is there anything special with the 2nd round of screwing except the ordinary quietly introducing more and more fees?

 

[danniee]

The Swedish version of Gamban has been extremely successful, with close to 4000 players excluding themselves in the first week alone. I don't count on the Swedish market to be anywhere near as lucrative as it once was and I believe it was an even more lucrative online market than the UK. It will have an effect on the rest of the markets for sure. We already see UK bonuses disappearing for example.

 

[Biti]

What did Expekt do?

Also, is there anything special with the 2nd round of screwing except the ordinary quietly introducing more and more fees?

Closing their affiliate program for Sweden.

2nd round is programs that because of compliance reasons and other crap close their program, force quotas, etc.

 

[gobo]

I presume Videoslots and Betsson & CO will be in the forefront of these types of shenanigans.

 

[Mat]

Thanks for latest info guys.

 

[Biti]

I presume Videoslots and Betsson & CO will be in the forefront of these types of shenanigans.

I'm afraid they won't be alone. 888, BuffaloHackers, Betway, Bwin, Interwetten, Paf, Kindred, Pokerstars, etc aren't any better. I think that's about 75% of the market. And all those white labels will have to prove their sustainability.

Regulation is costing most affiliates money, while it could be deadly for smaller affiliates.

If you're having top positions, my advice would be cash as much as you can, the earlier you have a significant part of the player value in your bank account, the better.