The art of attraction is a key component of fostering an initial bond between brand and player. However, what strategies are best deployed when you find that your options are severely limited?
This forms a key conundrum facing those businesses that hold Swedish interests, with bonus offers faced with strict restrictions. In the second edition of a four-part Swedish special, Christian Lowe, Chief Operation Officer of Raketech, delves into exactly this.
Revealing insights from the comparison site Casinobonusar.nu, Lowe delves into the country’s bonus situation, revealing which have proven to be the most effective, what the future could hold and much more.
SlotBeats: Could you break down the situation when it comes to bonuses within the Swedish market and the impact that this has had?
Christian Lowe: In Sweden, licensed operators are only allowed to offer one welcome bonus per player. The idea behind that rule is to support responsible gambling and reduce the risk of unhealthy playing habits – and in many ways, it’s worked. The system is clear, and it helps set firm boundaries for both operators and players.
At the same time, it has changed how the market operates. Bonuses and promotions used to be a significant tool for engagement and retention, now there’s much more focus on building trust, offering a strong user experience, and being transparent about what the offer entails.
One area where this has had an impact is channelisation – in other words, how many players actually choose to play with licensed operators in Sweden. A recent report from ATG showed that channelisation is still below the government’s target.
For online casinos specifically, it’s estimated to be between 59% and 74%, which means a fair number of players are still going outside the regulated system – possibly because they feel they’re getting more value and a broader range of promotions on unlicensed operators.
It’s a tricky balance. The goal is to protect players, of course, but also to keep the licensed market competitive enough so that players want to stay within it. That’s an ongoing conversation, and one I think the industry and regulators will continue to have as the market matures.
SB: Which bonuses have you found to be the most effective?
CL: The most effective welcome bonuses are usually the ones that are easy to understand, clearly explained, and actually relevant to what the player wants. Players tend to respond well to honest offers like a deposit bonus or free spins on popular games, especially when the terms are fair and easy to follow.
It’s not just about how generous the offer looks – it’s more about whether it feels worthwhile and transparent. When the bonus aligns with the player’s expectations and provides real value without unnecessary complexity, it tends to perform best.
SB: Related to this previous question, why do you believe that these particular bonuses have resonated with players?
CL: In many cases, it’s not so much about the specific type of bonus – whether it’s a deposit bonus or free spins – but more about how clear and fair the terms are.
Players appreciate when they know exactly what they’re getting, without having to navigate a long list of conditions or confusing requirements. A smaller bonus with simple, transparent terms often goes further than a larger one that feels complicated or unclear.
SB: What do you believe the future holds for Sweden when it comes to its bonusing stance? Could this be relaxed, or potentially clamped down on further still?
CL: It’s hard to say for certain, but I believe there’s room for continued dialogue around how bonus regulations are working in practice.
The current rules were introduced with clear goals – to encourage responsible gambling and protect players – and they’ve played an important role in shaping a safer, more transparent market.
Looking ahead, I think any potential adjustments will likely come from a place of balance. If there’s evidence that changes could improve channelisation or enhance the player experience without compromising safety, I think regulators will be open to considering that.
At the same time, the core focus on consumer protection will remain central, which is a good thing for the long-term health of the market.
