Lottery betting service theLotter launches in Sweden

16 July 2020

Lottery betting service theLotter has launched its product in Sweden, having received a licence from the Swedish Gaming Authority (Spelinspektionen).

TheLotter, which was founded in 2002, also holds a licence in Malta and says it is present in 27 countries. It offers customers bets on lotteries including EuroMillions, the US’s Powerball and MegaMillions and Spain’s Primitiva.

“There is a strong demand for a reputable option to all Swedes who want to play more than the domestic lottery,” John Ryott, operations manager for Sweden at theLotter, said. “We are looking forward to offering new opportunities to Swedes, in accordance with the legislative framework.

“We offer a simple, transparent and customer friendly way to participate in lotteries. We look forward to working together with others in the market to offer entertainment in a socially responsible way.”

The lottery betting sector has faced great opposition from Swedish state-owned lottery operator Svenska Spel. In November 2019, Svenska Spel chief executive Patrik Hofbauer called for a ban on the lottery betting industry in Sweden, questioning the legality of the business model.

“It is incomprehensible that [lottery betting] may continue,” Hofbauer said at the time. “I can't think of any other industry where it's okay to use competing companies' products as their own business. The shadow gaming companies cannibalise on well-known lotteries without owning the brands themselves that they market and sell.”

Last month, Hofbauer renewed those calls following the release of a new report from H2 Gambling Capital on the “shadow lottery sector”. This report said that the “shadow” sector made up almost 40% of European lottery revenue, though this figure was made up almost entirely of the revenue of licensed resellers and couriers rather than lottery betting operators.

Ryott said theLotter always makes sure to follow local regulations and work with authorities.

“We always follow local laws and regulations around the world and has had a good cooperation with Spelinspektionen,” Ryott said. “Swedes have always been curious about other parts of the world, having created globally successful brands and being one of the most travel-prone populations in the world.

“Therefore, we are delighted to now offer a chance to also enjoy the biggest selection of lotteries without restricting national borders and with billions rather than millions in jackpots.”