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113 21 Stockholm
Sweden
As I wrote before the weekend, our TVC for Ladbrokes starting running in Sweden, Norway and Denmark.The idea is "Svenska spel - engelska odds" and is a direct hit against the main competitor brand that happens to be very generic.Svenska Spel translates = Swedish sport betting, which is more or less exactly what Ladbrokes provides only with better odds.Now Svenska Spel, (not the capital S in spel) - the largest gaming company in Sweden and is owned by the Swedish state - has threatened to sue Ladbrokes. I'm very curious to see how the story continues.More about it in Dagens Media and Resumé.
