Swedish gambling operator Hero Gaming has confirmed the launch of a new flagship online casino brand, Boom Gaming.
While the gambling operator has not revealed many details of the new brand, it said that Boom Gaming would be launched next year.
Hero Gaming also announced a no-registration brand Speedy Lotto which also includes online casino and live casino.
Meanwhile, a new lottery betting offer from its no-registration brand Speedy has also been introduced by Hero Gaming.
However, following the announcement of Speedy Lotto by Hero Gaming, Svenska Spel chief Patrik Hofbauer said that he wants the lottery betting industry in the country banned. Hofbauer termed the business model as “incomprehensible.”
On the Svenska Spel’s website argued against the viability of lottery betting. “It is incomprehensible that [lottery betting] may continue,” Hofbauer said.
“I can’t think of any other industry where it’s okay to use competing companies’ products as their own business. The shadow gaming companies cannibalize on well-known lotteries without owning the brands themselves that they market and sell.”