News Business Hero Debuts New Brand

Hero Debuts New Brand


Swedish gamblers will soon be able to access a new online gaming brand as well as a new range of lottery betting games, following an announcement by one of the country’s biggest operators.

Hero Gaming have announced that they will be launching a new casino brand, called Boom Gaming. They have also revealed that they will be debuting a fresh lottery betting game for the Swedish market. Boom Gaming is set to be released during 2020, although details are limited at this stage.

Promotional footage for the new casino said that it would offer a wide range of casino products to online players, including Vegas-style slots, traditional fruit machine games and table games such as roulette. The games will be supplied by well-known developers Net Entertainment and Red Tiger.

At the same time, Hero will also be launching a lottery betting game, through the Speedy brand. According to the company, Speedy Lotto will operate on a ‘pay and play’ basis. It will not require players to register; instead they could play the lottery games through new payment providers like Trustly or Swish. Speedy Lotto will also provide casino games products.

Lottery betting has been the subject of controversy in Sweden. Earlier this week, Patrik Hofbauer, the head of the country’s lottery provider, Svenska Spel, said that it was incomprehensible that companies should be able to offer these products.

He said that the products had the potential to be confusing to Swedish customers, who may believe they are playing directly on lotteries. He also urged the Swedish Gambling Market Investigation Board to ban this form of betting as part of its ongoing assessment of the re-regulated Swedish gambling market. That review is expected to be published in the first half of 2020.


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