Sweden’s gaming scene has gained another newcomer, Swiper, an online casino built around the principles of social media apps.

The site has been developed by Soft2Bet, an online sports betting and gaming solutions developer, with a focus on targeting Swedish mobile users.

Specific features which Soft2Bet hopes will stand out as USPs to Swedish customers are short-form video content – having noted the popularity of similar features on TikTok.

These videos will include news releases, jackpots and live-dealer shots. It is also backed by the firm’s engine, MEGA (Motivational Engineering Gaming Application), to provide added player engagement.

Yoel Zuckerberg, Chief Product Officer at Soft2Bet, commented: “A great customer experience starts with cultural relevance. 

“Swiper looks, feels and functions exactly like a Swedish app, because we’ve intentionally built it around Swedish user habits, from BankID logins and Swish payments to RNG certifications aligned with existing standards. 

“Players can expect endless social-style content that feels completely authentic to their local experience.”

Sweden’s betting and gaming market was re-regulated in 2019 after years of a monopoly held by the state-owned betting and lottery operator, Svenska Spel.

The following years have seen a number of companies, both international and domestic, set up shop in Sweden, like local firms LeoVegas and Betsafe and international players like bet365 and 888 Sport.

The government has continued to struggle with channelisation rates, however, which remain broadly positive for sports betting and overall, but are looking less appealing for casino.

The addition of a new licensed casino in Sweden, Swiper, may well be a welcome development for the government and the Swedish Gambling Inspectorate, the Spelinspektionen.

In theory, more licensed casino newcomers could improve the channelisation rates by offering Swedes more options, and an alternative to offshore unregulated casinos.

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