Two of ComeOn Group’s Online Gambling Brands Exit Sweden

ComeOn Group, one of the most popular operators in the Swedish online gaming market has moved to shelf two of its brand operations in Sweden. Effective 18th May, Sveacasino and Cherrycasino will halt operations only in the Swedish market.

While the two websites will be powered down starting Monday next week, they have already stopped taking in new members and existing players can no longer load money into their gaming accounts. Moreover, players who have funds in their accounts are encouraged to cash out because all their accounts will be closed in a few days.

Pushback or Consolidation?

This action could be seen by many a result of regulation changes that Sweden’s online casino industry faces, changes that have been frowned upon by lots of operators currently serving players in the country. No one would be blamed for making that assumption especially since the ComeOn Group boss himself, Lahcene Merzoug joined the bandwagon of operators who disapproved of the newly proposed betting restrictions tabled in April by the country’s Social Security Minister.

However, in a statement released by the company CEO Merzoug, it looks like the ComeOn group took the said measures as a way of consolidating the products that the company has for players in Sweden. In his briefing, Merzoug further clarified that ComeOn aims to offer it’s customers top-tier experience and the best way to achieve that goal is to focus on its ‘best-performing brands’

Sure enough, other online betting brands operated by the ComeOn Group label like Mobilautomaten, Harper, and Snabbare are still serving players in the Swedish market under a Spelinspektionen license. However, the state regulator is yet to update the list of license holders of online casino services on its website.

ComeOn’s Rocky Relationship with Sweden Since Market Entry

The cease of operations of the two brands isn’t the only challenge that the ComeOn Group has faced since it first started serving players in Sweden. For instance, back when Cherry had just set foot in Sweden, the platform was awarded a two-year license in January 2019 even though the majority of new operators in the country typically receive a five-year license. This short-term license was awarded because Spelinspektionen deemed Cherry an “uncertain organization’’. Cherry tried to appeal the regulator's decision in court but the efforts were futile

Similarly, other online gaming sites under the umbrella of ComeOn Group have also received harsh treatment from Swedish regulators in since the company ventured into the territory. In August 2019, Snabbare, Hajper, and ComeOn were Slapped with a SEK4.5 million, SEK6 million and SEK9.5 million respectively for offering bets on events whose participants were under 18 years old.

The penalties were imposed after the betting sites offered betting options on a domestic U19 match and two European U17 Championship games even though there was no underage gambling involved. Later in October 2019, the Hajper casino brand was fined after Sweden’s advertising watchdog took issue with the brand’s superhero mascot for the imagery might be appealing to children.