In recent years, we’ve seen many different markets open up their doors to regulated gambling, and Sweden was no exception.
With a new licensing regime for B2B suppliers, it should come as no surprise that many gaming companies are looking to expand their footprint within the Scandinavian market. One such supplier is Habanero.
Milda Mikelioniene, Business Development Executive at Habanero, sat down with CasinoBeats to discuss this new licence and the opportunities to deliver new and engaging content to players within the Swedish market.
CasinoBeats: Can you introduce yourself to our readers? How did you come to work at Habanero?
MM: I have over six years of experience in the gaming industry. Prior to joining Habanero, I worked in various roles within the industry, including as a lottery operator and providing games to lottery companies. I also have the unique experience of starting a gaming company from scratch.
Regarding my connection with Habanero, I have been familiar with the company for quite some time, and I have been an active follower and have always admired their super strong reputation, high values, and the remarkable people who are now my colleagues. What truly impressed me about Habanero is that their games aren’t just products, they’re comprehensive solutions that effectively cater to their partners’ needs.
Now, I’m thrilled to be a part of the Habanero team, where I have the opportunity to delve into the exciting world of real gaming.
CasinoBeats: Why has now been the right time to obtain a Swedish licence? What are the biggest opportunities that you have identified within the market?
MM: Scalability is indeed one of Habanero’s strengths, especially in our ability to swiftly adapt to technical requirements. This ensures we stay up-to-date with any regulatory changes involving technical aspects.
While Habanero already holds licences in Malta and Romania and certifications in more than 22 jurisdictions, we believe that Sweden presents unique opportunities. Obtaining a Swedish licence at this specific moment aligns with our strategic approach to market expansion.
This move represents a significant step in our mission to establish a global presence. As operators enter the Swedish market, we want to be there with our games, ensuring our top-quality gaming content is readily available to Swedish players, offering a safe and enjoyable gaming experience.
CasinoBeats: Given how competitive the Swedish market is, how does Habanero plan to stand out from the crowd?
MM: First and foremost, we’ve significantly increased our game production, aiming to release two new games every month. This not only keeps our portfolio fresh but also provides Operators and their players with new content constantly.
Additionally, we’re introducing advanced bonus engines and marketing tools designed to enhance player engagement. One particularly exciting innovation is our Jackpot Race, our unique feature of our offerings. The main highlight and unique attraction of the Jackpot Race is that it rewards multiple players, rather than just one, adding a fun and competitive element to our games.
CasinoBeats: Habanero is now live in 22 European markets. Have you found that particular slot / RNG titles have proved to be more popular than in other markets? If so, why do you think this is?
MM: The interesting aspect about our successful games across all markets is that we’ve managed to create a consistent presence. When you look at the top 20 games in each market, you’ll notice that several titles consistently appear on the list, such as Hot Hot Fruit, Laughing Buddha or Mystic Fortune Deluxe.
Our games have the unique ability to tap into the fundamental psychology of players, aligning with the mathematical principles derived from understanding player psychology. This enables us to effectively cater to all markets with our existing portfolio. Of course, each market has its own distinct preferences and player dynamics. Cultural engagement plays a role, but it’s not the sole determining factor that can make a successful game.
CasinoBeats: Over the last few years, the Swedish market has undergone a number of regulatory changes. How effective do you think this new licensing regime will be at combating the threat of the black market?
MM: Having a regulated market that encourages transparency among casino operators, ensuring a safe and responsible gaming environment, while also eliminating the black market and addressing taxation, is an admirable goal for any market. But the reality is more complex.
Attempting to protect players by imposing strict and often impractical rules on legal operators makes illegal ones more attractive. So, what’s the result? Players go to illegal websites because they offer bonuses and attractive games, with more features and other benefits not allowed to legal operators. Consequently, taxes go uncollected, and players continue to participate in the illegal market, and that result naturally raises serious concerns for player safety and the sustainability of the industry.
Combatting illegal gambling proves to be a daunting challenge with the current measures in place and can place an undue burden on legal operators. The most effective way to combat the illegal gambling market is to establish practical and reasonable rules that allow legal operators to thrive by offering players, simply saying ‘what they want’ simultaneously tackling responsible gambling.
CasinoBeats: In your view, could we see other European markets adopt similar regulations?
MM: It’s crucial to understand that effective regulation is a delicate balance, and regulators bear a significant responsibility to ensure they do not unintentionally push illegal markets with impractical laws and frameworks.
Generally, players tend to choose legal operators over illegal ones. However, there is an exception: if regulators attempt to protect players by making it difficult for legal operators to offer their games, imposing excessive restrictions and implementing unworkable or unreasonable measures, they may end up achieving the opposite effect.
Such regulations can be rejected by the players, causing them to continue playing in the black market.
To address this issue, it’s essential to identify the reasons why players still prefer the black market. In my view, the solution lies in encouraging a constructive dialogue between operators, providers, and regulators.
CasinoBeats: What can we expect from Habanero going forward? Are there other markets that are high on your agenda?
MM: We’re dedicated to continuing our commitment to providing innovative and top-quality gaming content. As for our market focus, we’re continually exploring opportunities in various regions.
While we’ve recently entered the Swedish market, we’re actively looking at other markets that align with our strategic goals. Our aim is to keep expanding our global presence, making our games available to players in new and exciting markets
