Den nya spellagens inverkan på spelbolag och dess konsumenter : En undersökning av hur spelbolag balanserar spelansvaroch vinstintresse

• Main Authors: Jörgensen, Mitch, Persson, Hannes
• Format: Others
• Language: Swedish
• Published: Högskolan i Halmstad 2021
• Subjects: Economics and Business; Ekonomi och näringsliv
• Online Access: http://urn.kb.se/resolve?urn=urn:nbn:se:hh:diva-45374

In 2019 the Swedish government restructured the Swedish gambling market. The once closed gambling monopoly opened up and invited new actors to the market. In order to acquire rights to the Swedish gambling market, the betting-and casino companies need to apply for a gambling license. Gambling is a big part of the Swedish society and 60 precent of its population have gambled in some form in the last year. With such a gambling culture there's also a downside, 4 precent of the population has some degree of gambling addiction. The purpose of this study is to examine how Swedish gambling companies balance their profit interests with their gambling responsibilities after the new gambling regulation, and to examine how the Swedish gamblers experience the gambling companies gamblingresponsibilities. Triangulation was used as this studys research method, where it interplays between quantitative and qualitative methods to regard the problem from different point of views. This study gathered empirical data from active players and conducted three qualitative interviews with respondents’ from ATG, Svenska Spel and Leo Vegas to gain deeper insights in how these companies work with CSR, profit interests and gambling responsibilities.The empirical results gathered in this study have been analyzed through theories in CSR and ethics. These theories functions as a guide to interpret and understand the empirical datagathered through interviews and surveys.Based on the empirical data and chosen theory, it is possible to demonstrate a generalizable picture of how the gambling companies relate to gambling responsibility versus profit interest, and how active players view the gambling companies' responsibility. Furthermore, the study testifies that the introduction of the new gambling law has led the gambling responsibility forward. Some gambling companies strive for long-term relationships with players for increased profitability, where gambling responsibility is at the center. This generates a natural balancing act between profit interest and gambling responsibility. On the other hand, the empirical data show that there are gambling companies and specific areas in the industry where there is room for improvement and where gambling responsibility is not complete.