Recently, TheGamblest interviewed Marcus Eriksson, the Senior Content Editor at Casinor.com. Eriksson shed light on how Casinor creates content that aids Swedish players in comparing and evaluating online casinos.
When asked about the evolution of player preferences, Eriksson noted, “Honestly, it’s changed a lot since I started doing this. Back in the day, people mostly just wanted the biggest bonus number they could find. That was basically the whole decision.” He emphasized that modern players are more discerning. “These days, players are way more careful. They actually read the terms now. They ask about wagering requirements and check if a site has a proper Spelinspektionen license before even looking at the bonus. Payment methods matter more now too. Swish and BankID aren’t a nice extra anymore; people just expect them. If they’re missing, they get suspicious.” He summarized this shift: “Bonuses used to be everything. Now trust is everything, and the bonus is just one small part of that.”
The discussion continued with Eriksson’s insight into Casinor's evaluation process for operators. He explained, “Licensing, every time, no exceptions. If that’s not solid, there's really no point looking further.” He also focuses on how quickly players can withdraw money, stating this is often where operators conceal unfavorable conditions. Eriksson personally tests customer support instead of relying on claims and pays attention to real player feedback from forums and review sites, believing that complaints reveal more than marketing pages. On game fairness, Casinor ensures games are audited by recognized organizations like iTech Labs or eCOGRA and evaluates how clearly sites present their responsible gambling tools.
Regarding search engine optimization in iGaming content, Eriksson observed, “It’s changed massively, honestly. It used to be all about stuffing keywords in and building as many backlinks as possible. Now Google rewards content that shows real expertise and is kept up to date.” He emphasized that understanding the reader's needs is crucial for creating effective content.
Eriksson noted ongoing trust issues that players often overlook when selecting online casinos. He remarked, “Two things come up again and again. People assume all licenses are basically the same. In reality, a Curaçao license and a Spelinspektionen license offer completely different levels of protection if something goes wrong. The other is wagering requirements; players get excited about a 'free' bonus but don’t read what’s attached.” He believes that while operators aren’t typically trying to mislead players, there exists a gap in knowledge that Casinor aims to bridge.
Discussing the challenges within the Swedish market, Eriksson pointed out, “The Swedish gambling law, Spellagen from 2018, is strict on purpose. It’s built to protect players and promote responsible gambling.” He stated that international companies often underestimate players’ expectations for seamless payment systems like BankID and Swish. Another common misunderstanding is the idea that playing at unlicensed or offshore casinos is illegal, which Eriksson clarified is not true. “That doesn’t really win trust with a Swedish audience anymore. People know more than they used to.”
Looking to the future, Eriksson believes that trust signals will continue to outweigh bonuses in significance when it comes to player acquisition. “Fast payments, visible responsible gambling tools, and helpful comparison content will be key,
