The Swedish gambling market has become ever more competitive in recent years since the Swedish government relaxed rules restricting other companies from operating in the country. The state-owned Svenska Spel has dominated the market, arguably creating a monopoly in Swedish gaming. However in recent years, the government has let privately-owned businesses operate in the country, ensuring that even during the recent economic downturn the industry remained unaffected.

Despite the Swedish Government’s strict regulation of the gambling industry, other companies have been able to profit from the gap in the market left by Svenska Spel. Despite the giant’s dominance of the market since 1997, overseeing the country’s lotteries, scratchcards, casinos and fixed-odds sports wagering, private companies have opened up online to great effect.

Unibet was the first to do so in 1997, launching its online offering in 1999. Offering odds to multiple countries, including Sweden, helped them become a top bookmaker and establish themselves in the Swedish market. They opened up their services to include casino, bingo and poker alongside sports betting, and paved the way for more companies to enter the fray.

And along they came – the likes of Bet365 and Ladbrokes forayed into Sweden with aplomb, offering their usual mix of sports, casino, bingo and poker, translated into Swedish. The success of these ventures could only be matched by a company with strong values, who pride themselves on providing customers with top class service and entertainment – that’s the reason UK giants Gala Coral have launched Gala.se heading to Sweden, to make sure that the people of Sweden can enjoy all the action too!