Play’n GO finds majority of Swedish slot players against Bonus Buys


Conducting research into player preferences within its home nation, Play’n GO found that over half of Swedish slot players want to ban Bonus Buy slots. 

In a ‘nationally representative’ survey using the Swedish public, the study suggests that 69 per cent of the general public would support a ban on Bonus Buy games, alongside 55 per cent of surveyed Swedish slot players. 

Bonus Buy titles allow players to pay for access to a slot’s bonus features and game modes, fast-tracking the player to bonuses that may otherwise take around 50, 100 or sometimes 200 or more spins to trigger. 

These buy bonus functions will cost the player significantly more than their average stake, with most costing somewhere around x100 the player’s wager, and can often have a reduced RTP percentage. 

While Bonus Buy titles are prohibited in certain jurisdictions, such as the UK and the Netherlands, Swedish players are still able to access Bonus Buy titles on licensed operators’ online casino sites. 

Play’n GO’s study used respondents that reported to have played slots at least once per month. 

The study found that 66 per cent of the public and 52 per cent of slot players in Sweden believe that Bonus Buy games ‘exploit vulnerable gamblers’, while 63 per cent of slot players think they result in higher losses for players. 

Of the general public, 51 per cent would consider suppliers, such as Play’n GO, that have taken a stance against Bonus Buy functions to be ‘responsible’, with more than a quarter choosing ‘ethical’ or ‘brave’. 

Additionally, 61 per cent of Swedish slot players suggested that aligning regulation with the UK and the Netherlands is ‘the responsible thing to do’. 

Moreover, 63 per cent of Swedish slot players believe that the change would prove that Spelinsektionen – Sweden’s regulator – is ‘taking gambling issues seriously’, and 53 per cent would be ‘proud’ of the regulator following a Bonus Buy ban. 

Johan Törnqvist, CEO and Co-Founder of Play’n GO, commented: “Play’n GO has been a consistent and vocal advocate for a sustainable, regulated, and thriving gaming industry that is based around an ‘entertainment-first’ mindset for many years.  

“I pledged as far back as 2021 that Play’n GO would never make a Bonus Buy game – a decision that has cost us hundreds of millions of Swedish Krona – but I stand by that decision. 

“Bonus buy games are harmful to players, and to the long-term health and sustainability of the entire industry, and they should be excluded from the regulated Swedish market.”