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March 2, 2021
Tournaments & Cash Games

Unibet Poker has made further progress in Sweden after renewing its contract to host the Scandinavian country’s longstanding national championships.

Unibet will host the longstanding Swedish poker championships for the next three years. (Image: Unibet Poker)

The Swedish Poker Championships (Poker-SM) have been taking place in one form or another since 1974. Like all live events, it had to adjust due to COVID-19 restrictions in 2020.

Unibet Poker stepped into the breach on a trial basis. This process was a success as the Swedish Poker Association extended the deal for another three years.

Swedish poker championships are going digital

2020 was not the first time the Swedish Poker Championships had taken place online. The organizers adopted a dual focus in 2006, running part of the festival in live venues and part online.

However, 2020 was the first time that Unibet got involved. Before the last deal, 888poker hosted the online portion of the festival.

The takeover of Unibet is fitting. The parent company, the Kindred Group, has close ties to Sweden.

The founder of Kindred, Anders Ström, is Swede. The company also has offices in Sweden and is listed on the Swedish Stock Exchange.

Unibet Poker has been active there since 2019. Now, as the main sponsor of Sweden’s national championships, it hopes to gain momentum in a long-standing strong nation that plays poker.

“It will be exciting to organize the Swedish championships for the next three years. If all parties move in the same direction, together we can achieve our goals of steadily increasing popularity, ”said Leo Wagenius, tournament manager at Unibet.

Unibet Poker has long been a leading light on the European tournament scene. The Unibet Open was launched in 2007 and has since built a reputation for both entertainment and value for money.

Unibet Poker continues the online revolution

The company announced on February 24th that due to ongoing COVID restrictions in Europe, all Unibet Open events will be held online in 2021.

The Swedish Poker Championships won’t be part of this roster, but it’s just one more string to the Unibet’s ever-lengthening bow.

Not only has Unibet made noise on the tournament scene for the past five years, it has also received several awards for its commitment to casual gamers.

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In fact, 2020 was a record year for the site, which has acted as an independent network since it left iPoker in 2013.

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More recently, Kindred CEO Henrik Tjärnström said he would like his company not to derive any money from problem gambling by 2023. This means that Unibet and its nine sister sites, including 32Red and Maria Casino, will be looking to completely eradicate what has become a major focus of regulators for the past five years.

It’s a bold step that can be difficult to take. However, Maris Catania, director of responsible gaming and research at Kindred, believes smart technology and employee retraining will help.

Before it comes to zero hassle-free gambling, Unibet will try to improve its presence in an important European market with the Swedish Poker Championships.

The online festival is open to all Unibet.se customers and runs from March 19th to April 10th. A live event will then take place in Estonia in August.

Written by

Daniel Smyth

Dan Smyth is a poker media fellow who politely reminds CardsChat readers that poker is played all over the world, not just America.

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