iGaming in Sweden: search and display in Tier-1
Launch a licensed operator on the Swedish market through paid channels.
A casino operator licensed by Spelinspektionen was launching ads in Sweden. A legal market removes the moderation question and raises the entry price by exactly as much: everyone who holds a licence bids, and they all bid at once. Budget was $48,000 for six weeks, target at least 300 FTDs in Tier-1.
Wave by wave
- Weeks 1–2
Search buying
Paid Search in Swedish: competitor brand queries and category terms. The Swedish market is licensed — ads pass moderation, but click competition is high.
- Weeks 3–4
Display
Added display networks on Swedish sports portals. Banners drove cheaper traffic, but FTD conversion was three times lower than search.
- Weeks 5–6
Rebalancing
Moved 70% of the budget back to search, kept display for retargeting only. Tier-1 price: $150.0 per FTD — expensive, but Swedish player LTV covers it within the first month.
What worked
Swedish language from day one
All ads and landing pages were in Swedish, not English. Competitors from Malta ran English campaigns and lost 40% on CTR. Swedish users choose among those who speak their language.
Display only for retargeting
Display was not switched off entirely, even though its cost per deposit was three times worse than search. It stayed for retargeting: the people who already searched for the brand sit there, and for them it is the cheapest second contact.
Tier-1 pays back through LTV
$150 per FTD is expensive in absolute terms. But the average Swedish player generates $420 in the first three months. Payback is visible on a 30-day horizon, and the client scaled the channel after the flight.
We tried programmatic on Scandinavian news portals. Impressions were expensive and registration conversion was below 0.5%. The news audience does not overlap with sports: someone reading Aftonbladet is not looking for a casino. We shut the direction after 10% of the budget was spent.
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