Maria Casino follows Unibet in cutting legacy rev share deals in Sweden

This follows the operator’s recent licence changes for its Unibet and Otto Casino brands in the country, which involved the same process of user re-enrolment and de-activation of affiliate tracking links. All three brands previously operated under a licence held by Spooniker Ltd and offer a standard revenue share commission model for affiliates.

From 24 November 2025, Maria Casino will continue its Swedish business with a standalone licence held by Tussilago Limited, valid until 23 November 2030. FDJ United said the change will enable the operation to “tailor operations and marketing” and “strengthen brand positioning”, and cited GDPR and the Swedish Gambling Act as reasons it was unable to re-attribute re-registered players to affiliates.

The company wrote in an online statement: “Due to Swedish law, re-registered customers cannot be re-attributed to affiliates. In accordance with the General Data Protection Regulation (GDPR), each licensed operator functions as an independent data controller. This means that personal or sensitive customer information cannot be shared between separate data controllers. Additionally, under Swedish Gambling Law, customer data must be stored exclusively by the licensed entity with which the customer is registered.”

In a clarification requested by iGBA from the Swedish Gambling Authority (Spelinspektionen), however, the regulator said current local laws do not prohibit operators from re-tagging returning players after licence changes.

“Re-attributing re-registered customers to affiliates is not regulated in the Swedish Gambling Act. Each gaming company is responsible for its own personal data management and sharing personal data requires explicit legal support,” said Spelinspektionen.

FDJ United’s approach contrasts with how other Swedish operators have handled their affiliate relationships during licence transitions. During LeoVegas-owned Expekt’s Swedish licence renewal in 2023, for instance, iGBA understands the company kept returning users’ affiliate tags within a 60-month window.

Other brands that recently went through licence updates in Sweden include Soft2Bet’s Betinia and YoYo Casino, which left their joint licence under Romix Limited on 20 November and now operate under Scandix Limited and Isix Limited respectively.

According to information shared by an anonymous affiliate who works with Betinia and YoYo Casino through a third-party programme, although the two brands require players to re-register, affiliates can continue their legacy revenue share deals as usual. However, it remains unclear whether this approach applies to all affiliates.

While Soft2Bet declined to officially confirm its arrangements for partners following licence updates, it told iGBA that the company is currently working with affiliates “to find a fair and compliant solution that will ensure their satisfaction while fully respecting all applicable legislation, regulatory requirements and data protection obligations”.