Hero To Launch Flagship Casino Brand Boom Gaming

Hero Gaming, a Swedish operator, has announced plans to launch Boom Gaming, a new flagship casino brand, as well as a new betting product.

Hero Gaming did not reveal many details about Boom Casino, but suggested that it would be released in 2020 at some point.

A promotional video for Boom Casino said that video slots, Vegas slots, fruit machine slots and roulette with games from distributors Red Tiger and NetEnt will be included in the new brand.

Meanwhile, a new lottery betting offer from its no-registration brand Speedy has also been introduced by Hero Gaming.

The company said Speedy Lotto was the first betting brand for lottery’ Pay and Play.’ Players may use payment solutions such as Swish or Trustly instead of requiring registration.

The website of SpeedyLotto also includes sections of online casino and live casino.

Soon after SpeedyLotto’s release in Sweden, Patrik Hofbauer, president and chief executive of Svenska Spel, hit lottery betting companies, saying their continued legality was “incomprehensible.”

Hofbauer said he hoped that in his inquiry into the country’s re-regulated market, the Swedish Gambling Industry Inquiry Board (Spelmarknadsutredningen) would impose a ban on lottery gambling.`

“It is incomprehensible that [lottery betting] may continue,” Hofbauer said. “I can’t think of any other industry where it’s okay to use competing companies’ products as their own business. The shadow gaming companies cannibalise on well-known lotteries without owning the brands themselves that they market and sell.”

Hofbauer added that he felt that these items are confusing for consumers who may not know that they themselves are not playing lotteries.