Our customers have their own gaming shop at home, says Magnus Silfverberg, CEO of Betsson AB, having achieved our goals with the physical store, we chose instead to focus entirely on Mobile, which has achieved an outstanding performance this year.
When Betsson opened the store in May 2008, it was part of the struggle to provide Swedish consumers freedom of choice even within the game, which as expected, was not appreciated by the state-owned Gaming Board of Sweden. Over the years, several attempts were made to persuade Betsson to close down the shop; including constant complaints against the existence of table hockey games and pinball machines in the premises.
Our game store and the question of freedom of choice has obviously been a thorn to the Swedish authorities, and sometimes we have been astonished at the Gaming Board’s way of conducting authority over its citizens. Now we have brought these issues up in the Supreme Court and have since found that the Swedish rules are contrary to EU law. We are very proud of what we achieved and it is very positive to have managed to clear the cloudy monopoly pot a little, continues Magnus Silfverberg.
Betsson betting on mobile has already shown good results; since the start of the year the subsidiary has developed a new mobile site and as late as October Betsson launched one of the Nordic market’s first mobile applications for gambling games, developed in Apple’s own programming language – an initiative that has more than quadrupled turnover for mobile games.
Everything that can be done in a betting shop can now be done from a computer, tablet or phone. Our future is mobile, just like our players, says Magnus Silfverberg.
The store will be shut down on 12 December 2013. To play at Betsson, visit Betsson.com or download Betsson’s free mobile app in the App Store .