Swedish Onliners Gamble On UK
By earl
Four years ago Claes Lidell and Oskar Hornell founded PokerRoom.com in their native Sweden, and soon found they had 10% of their business coming from the UK. Now the two entrepreneurs are willing to compete in the UK itself with long established gambling businesses, such as William Hill and Ladbrooks, who have also entrenched online venues. The PokerRoom.com pair are investing £1.75 million ($2.9 million) in the UK in anticipation of online gaming deregulation.

Patrik Selin, PokerRoom.com’s chief operating officer, said that the company did not need a license to draw any more British customers, but felt that obtaining a UK gaming license (after deregulation) would give PokerRoom.com a “stamp of approval.” All successful license applicants would have to prove that they are properly funded, that their games give customers a fair chance, and that the management was responsible.

PokerRoom.com would also commit to monitoring problem gamblers and filter under-age gamblers following UK licensing. “We want government approval,” Selin said. “We want to show that we are a legitimate business and a company that takes problem gambling in the industry seriously.”

PokerRoom.com also offers roulette and blackjack, although their most popular online attraction is the poker game, Texas Hold’em.

PokerRoom.com is Sweden’s 19th most profitable business. It made £2.5 million in profit last year, from a turnover of £10 million.

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