In Sweden we have a regulated gambling market which means that there are three gambling companies who are operating under the supervision of the Swedish state. These companies have exclusive rights to the Swedish market, divided between them. AB Svenska Spel is one of them and they control all gambling concerning sporting events and the four casinos in Stockholm, Gothenburg, Malmö and Sundsvall.

However, since a few years back several Internet-based companies have entered the Swedish market and the competition has become even fiercer in the last years. Due to numerous marketing restrictions the Internet companies have been forced to find new ways to strengthen their brand. The aim of this investigation is to find differences and similarities between the companies marketing. The investigation intends to find how three companies compete and relate to each other and what is done to get advantages against their competitors.