The Scandinavian Gaming Show Made Attendees Experts in the Swedish Market

Lee R. - September 19, 2018

The adaptation of the Swedish regulated market took a big step forward with SGS 2018.

Scandinavian Gaming Show SGS came off swimmingly with some particularly significant highlights revealed during Day 2.

The Event

Taking place on September 7, 2018 in Stockholm, Sweden promoter Events International closed the Scandinavian Gaming Show by providing attendees from all across Europe with Q and A opportunities with a wide array of panel speakers. Meanwhile, further networking empowered other attendees to find out more about software and other solutions available through the event’s sponsors and exhibitors.

Introductory Address

The day kicked off with opening remarks from a remarkable woman: event chairwoman Christina Hayworth-Rankin, who introduced a session entitled How To Work With The New Swedish Marketing Rules. Boil Hollers providing the legal context for Scandinavia in disseminating the Swedish Marketing Act (2008:486) and the Swedish Gambling Act (2018:1138) to demonstrate how the Swedish Marketing Act ensures good marketing practice and prevents aggressive and unsolicited marketing.

Consequences for Operators

Operator consequences for not adhering to legislation were also discussed, including license revocation, fines and damages.

Adapting to Fickle Customers

The following panel was entitled How Do We Adapt to Changes in Customer Behavior, with sitting panelists including SB Tech's Andrew Cochrane, Bisnode's Magnus Silfverberg and Microgaming's Johann Sigurdsson.

A discussion of the means by which product officers and analysts assess trends revealed what companies should do when customers get bored and how to sustain the product life of gaming products. Social media was identified as the key identifier of trends along with word of mouth, giving attendees some juicy nuggets of information to digest during the lunchbreak.

Match-fixing Algorithm

After lunch, recently promoted Sportradar Legal and Regulatory Affairs VP Jake Williams headed a discussion on BIG data in a presentation entitled: Betting Integrity – Overcoming Match-fixing which revealed Sportradar uses data to detect match-fixing.

Intellectual Property Panel

The day closed out the summit with a presentation from copyright lawyer Fredrik Ljungman of Otmore. Ljungman reminded all attendees not to launch without protection, use unique brand names, monitor branding and tradenames and always assess name registrability prior to copyright application for operators.


The level of comprehensivity on Day 2 of SGS was a salient reinforcer of the value of a conference in Sweden in this new era of regulation in this emerging and lucrative market.



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