All-In: En fallstudie om Betssons spelbutik och dess påverkan på den svenska spelmarknaden.

Sammanfattning: The company Betsson opened its first physical gambling shop in Sweden in May 2008, thereby defying the Swedish government’s legal gambling monopoly. The legal case that has resulted due to the violation of the Swedish gambling law has attracted immense attention from mass media, thus generating vast amounts of publicity for the company. This paper aims to evaluate and describe the company’s decision to open the store, as well as to examine the relationship between market driving practices and market driven practices. Interviews were conducted with relevant subjects in order to analyze the planning process before the opening, the legal process, and the ultimate implications that may result from their marketing move.