In this piece, you will learn why Swedish gambling companies are implementing casino social media strategies. First, we will tell you about how casino brands use social networks like Facebook to promote gambling. Then, we will provide you with information about the benefits of advertising online gambling in Sweden. Next, we will briefly touch upon the risks of gambling ads for Swedish players. Finally, you can find our closing arguments and FAQ section.
Use of Social Networks by Online Casino Brands in Sweden
Over 90 per cent of the Swedish population has internet access and owns a computer device. About two-thirds of the population has a smartphone, and over half have a tablet. Moreover, Swedes rely more on social media than traditional one. Hence, the use of social networks by online casino brands in Sweden is rather high. Plus, the Swedish iGaming market opened for business in 2019, which opened the doors for many gaming operators.
Gambling operators that target the Swedish market can benefit from casino social media strategy. Utilising these channels can bring a lot of benefits to an online casino. First and foremost, running a social media account can start a two-way conversation between the brand and its audience. This could help the company hear customer concerns and address them.
Also, happy players can turn into brand advocates and, in turn, bring more customers to the business. According to the latest data, Facebook is the most popular social media among Swedes, followed by Instagram and Twitter. To run a successful campaign for the best online casinos in Sweden, marketers must consider the specifics of each of these platforms and their core target audience.
Gambling Advertising on Facebook
Facebook is by far the biggest social media platform in the world with billions of active users every month. Nowadays, almost all businesses have social media presence, and a Facebook page is a must. You can also see many casino brands running their own Facebook pages to connect with a larger customer base.
Online casinos can use this platform to share many different types of content such as promotional videos and pictures, information about events, updates about the brand, customer testimonials and much more. Facebook’s core audience is baby boomers, so the content must be tailored to their needs.
Gambling Advertising on Instagram
Instagram is Facebook’s little brother, and it has over a billion monthly active users. Instagram started as a photo-sharing app, and today users can share many different visual formats to convey messages to their audience. Sharing images of casino venues as well as event videos and photos are just a couple of examples of how brands can use Instagram.
Instagram’s core audience is the infamous millennial generation. So, casinos focus on sharing more youthful type of content that will grab their attention within seconds. That can be accomplished by showing younger people in the images, using creatives with a millennial aesthetic, or in some cases hopping on trending memes.
Gambling Advertising on Twitter
Twitter is the third most popular social media platform in Sweden. More than a million Swedes have an account on Twitter. It is a great place for casino brands to connect authentically with their audiences. Twitter has a 280-character limit, so users must be short and concise when using the platform. Users can also post videos and images on the platform.
Due to the character limits, many casino brands share a short copy with a link to their site or latest promotional landing page. Overall, companies use Twitter to drive traffic to their websites by sharing links. But that’s not all; customers also voice their opinions (positive and negative) on the platform. This allows for an open conversation between a casino brand and its clientele.
Online Casinos’ Benefits from Using Social Media in SE
In this part of our piece, we will tell you how gambling companies use social media in Sweden. There are a few main objectives when using the most popular platforms. The primary one is to connect with the audience in an authentic way. Below you can find a list of the main benefits for online casino brands to use social media in Sweden:
As you can see, most of the benefits are linked to the consumer. Nowadays, you can connect easily with your favourite brands online and research gaming operators you consider trying. Social media platforms breach the barrier between casino brands and players, which was not possible a mere 20 years ago.
Gaining Loyal Customer Base
Do you ever wonder how casino brands use the most popular social networks in Sweden? The main objective of gaming operators is to build a loyal community of online fans that can then turn into players. That can be done using different types of content that allow Swedes to connect with the brand in an authentic way.
Sharing Industry Insights & Tips for the Players
Sharing insights and tips is another way how gambling companies use social media in Sweden. Doing so can provide the audience with additional value, and help build an engaged community. For example, the casino might share a post with tips on how to play a specific game, like poker.
Public Reviews & Customer Testimonials
Reviews are a great way to learn what’s really happening at a casino and whether it is worth your time. In a way, reviews on social media are like word-of-mouth. Players are keener to choose a certain brand over another when there are plenty of positive comments from customers. Thus, some of the top gambling sites in Sweden like to share carefully curated customer testimonials on their social media accounts.
Direct Communication with Clients
Direct communication with clients is another use of social networks by online casino brands in Sweden. Unlike other advertising channels, social media allows direct communication between brands and consumers. It can also spark an open dialogue between stakeholders and even build a community of like-minded individuals. Additionally, it can help casinos learn more about their customers’ likes and dislikes.
Paid Advertising
Gambling advertising on social media in Sweden is legal. Facebook, Instagram, and Twitter all offer paid advertising features. Casino brands can take advantage of paid ads to reach wider audiences and gain more followers who can then turn into customers. Moreover, targeted ads can help gaming operators to connect with the right people at the right time.
Potential Dangers of Gambling Advertising on Social Media in Sweden
Gambling addiction is a public health risk in Sweden. Currently, there are about 100,000 people who have difficulties keeping their betting sessions under control. While there are laws and regulations to prevent excessive gambling and addiction, some argue that advertising online gambling on social media can pose an issue. Below, we have gathered details about the Swedish online demographics, so you can get a better picture of the market:
| 👪 Swedish Population | 10.13 million people (Jan 2021) |
| 🌐 Internet Users in Sweden | 9.93 million internet users (Jan 2021) |
| 📱 Social Media Users in Sweden | 8.32 million social media users (Jan 2021) |
| 📘 Facebook Users in SE | 5.90 million users (2022) |
| 📸 Instagram Users in SE | 6.15 million users (2022) |
| 🕊️ Twitter Users in SE | 1.35 million users (2022) |
A recent study published by the SpringerLink explored the negative influence of gambling advertising in a Swedish population. The article found that it is very uncommon for gamblers to report a negative influence of gambling advertising. Moreover, this study concluded that there is no evidence that Swedish casino advertising on social media contributes to gambling problems.
How Gambling Companies Use Social Media in Sweden – Recap
Here is a recap of how casino brands use the most popular social networks in Sweden. Most gaming operators have accounts on Facebook, Instagram and Twitter to reach as many players as possible. Casinos use social media to establish stronger and more authentic relationships between the brand and the players.
Moreover, gaming operators advertise on the most popular social networks in Sweden to increase their client base. There are concerns that gambling advertisements on social media in Sweden could contribute to a rising number of gambling addicts. However, a recent study found no evidence that supports this statement.
Popular Questions
We have reached the end of our piece, and we hope that it has helped you learn all you want to know about the use of social networks by online casino brands in Sweden. We have prepared answers to the most popular questions on the topic for those eager to read a little more.