Sweden names Jenny Örnberg to Spelinspektionen's governing body
Fresh Take:
The Swedish Gambling Authority, (Spelinspektionen) gets a fresh face as Senior Lecturer Jenny Cisneros Örnberg joins its board. This appointment highlights the Swedish government's commitment to enhancing leadership and managing the gambling industry's regulatory body more effectively.
Starting on 21st April 2025, Jenny will serve a two-year term until 31st March 2027. Her scholarly and professional background is anticipated to bring fresh ideas to the table, supporting the Authority's regulatory initiatives. The Board's leadership remains in the capable hands of Chair Claes Norgren, with Fredrik Holmberg, Madelaine Tunudd, and Therese Mattsson continuing in their roles.
Spelinspektionen is responsible for regulating Sweden's gambling sector, ensuring responsible gaming, fair practices, and consumer protection. The industry is currently grappling with regulatory challenges and rapid technological changes.
Jenny's arrival follows the government's response to the Swedish National Audit Office's inquiry concerning Spelinspektionen's regulatory oversight. The move also coincides with efforts to tighten online gambling laws, as the government grapples with concerns raised by a recent report on unlicensed gambling activities.
The Swedish gambling market faces several challenges:- A surge of unlicensed offshore sites targeted Swedish players by using English language interfaces and euro transactions, making it harder to enforce regulations.- Most gamblers cannot distinguish licensed from unlicensed operators, hindering efforts to channel players into legal platforms.- The market's channelization rate, which should be 90%, has fallen below this target due to loopholes in current regulations.
The government is responding to these challenges:- A regulatory review was launched in February 2025 to tackle currency and language loopholes exploited by unlicensed operators.- The industry is asking for adjustments to taxes and policies to help legal operators compete effectively.- The government abandoned plans for a "seal of approval" due to fraud risks, opting instead for SGA logo displays.
Concurrently, significant structural shifts are underway:- Sweden will phase out land-based casinos by 2026, following a 65% revenue drop at Casino Cosmopol (SEK165M in 2024) and the closure of Stockholm's last physical venue.- Approximately 240 Casino Cosmopol employees face redundancy, though specific closure dates are yet to be announced.- The digitalization trend is reflected in Svenska Spel’s Tur lottery division, which generated SEK5.14B (2024).
While Jenny's board appointment's context isn't significantly detailed, it happens during a period where Spelinspektionen has been emphasizing stricter control over unlicensed gambling and implementing accountability measures. The regulator has signaled tighter enforcement priorities in analyzing offshore operator accessibility. Critics argue that the land-based casino closures might amplify illegal gambling risks, underlining the need for coordinated online regulatory solutions.
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- Fredrik Holmberg, Madelaine Tunudd, and Therese Mattsson will continue their roles on the Swedish Gambling Authority's board during the period when Senior Lecturer Jenny Cisneros Örnberg serves as a member, starting in 2025.
- The regulatory changes in the gambling industry, including strengthening online gambling laws and enforcing stricter control over unlicensed gambling, align with Jenny Cisneros Örnberg's appointment to the Swedish Gambling Authority in 2025, which the government has emphasized to lead the Authority more effectively.
- As the gambling industry undergoes significant structural shifts, such as the phase-out of land-based casinos and the digitalization trend, the Swedish Gambling Authority, led by Jenny Cisneros Örnberg and others, aims to address challenges like the surge of unlicensed offshore sites and reduce the risks of illegal gambling.
