Swedish gambling advertising spend down SEK 600m YoY

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Spelinspektionen, Sweden’s gambling authority, has declared a 15 per cent year-over-year decrease in traditional media advertising spending by the country’s gambling companies.

Publishing the figures on its website, Spelinspektionen reported that Swedish gambling companies’ advertising spend in traditional media in 2022 was SEK 3.4bn (€285m), down by SEK 600m YoY (€50.4m) compared to 2021’s figure of SEK 4bn. 

Advertising spending in traditional media by gambling companies in Sweden hasn’t surpassed SEK 5bn since 2019’s SEK 5.7bn, while the country’s highest spending amount over the past seven years was 2018’s SEK 7.3bn.

Traditional media includes purchased advertising in printed press, TV, radio and outdoor advertising, with some digital media purchases also accounted for. 

However, the purchase of digital media advertising on social networks, keyword advertising and online video are not included in the figures, as well as discounts, since they are considered gross advertising investments.

Per game type, gambling companies spent the most on casino games over the past year, with a 30 per cent share of the total amount. 

Casino was followed by betting (excluding horse racing) at 28 per cent, lotteries and number games at 26 per cent, horse betting at 12 per cent and online bingo at 4 per cent.