As reported by iGB, following the receival of a licence from Swedish Gaming Authority Spelinspektionen, lottery betting service theLotter has officially announced the launch of its product in Sweden.
Founded in 2002, TheLotter now adds Sweden to its portfolio of countries which also included Malta as well as 27 other jurisdictions. Regarding its offering, the betting service offers bets on lotteries including EuroMillions, the US’s Powerball and MegaMillions and Spain’s Primitiva.
John Ryott, operations manager for Sweden at theLotter, stated: “There is a strong demand for a reputable option to all Swedes who want to play more than the domestic lottery. We are looking forward to offering new opportunities to Swedes, in accordance with the legislative framework.
“We offer a simple, transparent and customer friendly way to participate in lotteries. We look forward to working together with others in the market to offer entertainment in a socially responsible way.”
The announcement follows on from the 2019 opposition of Swedish state-owned lottery operator Svenska Spel, whose chief executive Patrik Hofbauer questioned the legality of the business model and called for a ban on the lottery betting industry in Sweden back in November 2019.
At the time, the chief executive commented: “It is incomprehensible that [lottery betting] may continue. I can’t think of any other industry where it’s okay to use competing companies’ products as their own business. The shadow gaming companies cannibalise on well-known lotteries without owning the brands themselves that they market and sell.”
Hofbauer has since revocalised his concerns earlier this year following the release of a new report from H2 Gambling Capital on the ‘shadow lottery sector’ which stated that the sector made up almost 40% of European lottery revenue.
Ryott concluded: “We always follow local laws and regulations around the world and has had a good cooperation with Spelinspektionen. Swedes have always been curious about other parts of the world, having created globally successful brands and being one of the most travel-prone populations in the world.
“Therefore, we are delighted to now offer a chance to also enjoy the biggest selection of lotteries without restricting national borders and with billions rather than millions in jackpots.”
