This study deals with sport's controversial dependence on the gambling market. The aim of the study is to analyse the comments of authorities, organisations and associations regarding the governmental public inquiry (SOU 2017:30) A re-regulated gambling market. The method used to collect and analyse data was a literature review in the form of a qualitative content analysis. The gambling market brings enormous amounts of money to the Swedish sports movement. The gambling policy that has been pursued in Sweden has encouraged the gambling market to return profit money to the sports movement. The problem has thus been to be able to apply national laws to foreign gambling companies. The advent of the Gambling Act (2018:1138) brought some significant changes, most notably the introduction of the licensing system and the 18 percent excise tax.  The results of the study show that the advent of the Gambling Act (2018:1138) has provided the opportunity for the state to collect taxes from foreign gambling companies and to be able to work more effectively against gambling abuse. Furthermore, it means creating a balance to meet the demand in the gambling market as well as being able to provide a high level of consumer protection.

Online gambling related problems is a growing societal problem. Hence, the online gambling companies are meeting increased pressure to take social responsibility for their impact. In this way, a paradox is created between making money from increased gambling and reducing gambling addiction. This thesis examines how a Swedish online gambling company, LeoVegas, works with social responsibility (CSR) and how they present this work in their external communication. Furthermore, the thesis examines if working with social responsibility can give gambling companies legitimacy. The theoretical framework for this study consists of Max Weber’s Concepts of legitimacy, Mark C. Suchman’s legitimacy theory and corporate social responsibility. The method used for this thesis was a semi-structured interview with two employees at LeoVegas and a content analysis of LeoVegas external communication. The results show that LeoVegas takes its social responsibility in its external communication based on what is expected of a licensed gambling company. The social responsibility can be seen in the form of communicating help tools to gambling users who exhibit unhealthy gambling behavior, and through CSR commitment to prove to be a serious gambling company in the industry. The conclusion for the study is that despite active work with CSR, gambling companies can not be seen as fully responsible for society due to the negative impact the product has on so many individuals. On the other hand, it will be beneficial for a gambling company to actively show its CSR-commitment in its external communication in order to be considered legitimate by the public. This study is relevant because it contributes with a more in depth knowledge within the field and the gambling industry, which affects a lot of individuals in different ways.

Purpose: The purpose of this study is to map how Swedish gaming companies and their gaming companies work to be competitive in a market characterized by high competition, and which are also facing a change in law. Method: This study has been based on a qualitative approach in the form of four interviews, two of which have been semi-structured personal interviews and two mail interviews. Theoretical Reference Framework: The theories used in this study are pull and push strategies, brand equity, the STP process, corporate acquisitions - strategy and celebrities and fictitious characters in brands. Conclusions: The conclusion is that the gaming companies are trying to strengthen their brands using mostly similar strategies, in order to be able to take market shares, customers and increase their own competitiveness in this changing and competitive market. / Syfte: Syftet med denna studie är att kartlägga hur svenska spelbolagskoncerner och deras spelbolag, jobbar för att vara konkurrenskraftiga på en marknad präglad av hög konkurrens, och som även står inför en lagändring. Metod: Denna studie har utgått från en kvalitativ ansats i form av fyra intervjuer, där två av dem har varit semistrukturerade personliga intervjuer och två mailintervjuer. Teoretisk referensram: De teorier som använts i denna studie är pull och push - strategierna, brand equity, STP - processen, företagsförvärv - strategi och kändisar och fiktiva karaktärer i varumärken. Slutsatser: Slutsatsen är att spelbolagen försöker stärka sina varumärken med hjälp av mestadels liknande strategier, för att kunna ta marknadsandelar, kunder och öka sin egen konkurrenskraft på denna föränderliga och konkurrenskraftiga marknad.

Sociologen Colin Crouch beskrev i sin bok ”Post-democracy” från 2004 om en demokrati i förändring, i rörelse bort från den dialogen mellan samhällsaktörer som demokratin tidigare byggt på, för att i ett postmodernt samhälle istället hamna i händerna på en politisk- och företagselit. Denna kvalitativa fallstudie tar sin ansats i begreppet postdemokrati för att studera datainsamlingen av samspelet mellan svenska staten, spelbolag och andra aktörer kring genomförandet av en ny spellag som började gälla i Sverige 1 januari 2019. Studiens syfte var att undersöka om, och i så fall på vilket sätt, empirin kunde ses som ett exempel på postdemokratiska processer i svensk politik. Processen mellan aktörerna belystes genom en granskning av dokument upprättade av regering, riksdag och dess myndigheter, spelbolagen, representanter för spelberoende, spelforskning samt medierapportering. Studien genomfördes med utgångspunkt i Colin Crouchs beskrivning av postdemokrati inom företagande, politik och medborgarskap samt statsvetaren Chantal Mouffes begrepp om ”politik” och ”det politiska”. Resultatanalysen visar på att delar av beslutsprocessen och efterspelet kan benämnas som postdemokratiska, samt att den bedrivna politiken utgår enligt Mouffes definition mer från de demokratiska principerna som handlar om frihet snarare än om jämlikhet. / Colin Crouch wrote in his book Post - democracy (2004) about democracy in crisis, the dialogue in the society was no longer between the citizens and politicians, but on its way back to the hands of the politics and business elite. This qualitative case study takes position in the concept post-democracy to study the interaction between the Swedish state, gambling companies and other actors, when the implementation of a new law regarding gambling began to apply as a law in Sweden 1 January 2019. The aim of the study was to investigate whether, and if so in what way, the data collection could be seen as an example of post-democratic processes in Swedish politics. The process between the actors is highlighted by a review of documents drawn up by the government, parliament and its authorities, bookmakers, representatives of gambling addiction, gambling research and media reporting. The study was carried out on the basis of Colin Crouch's description of post-democracy in business, politics and citizenship, as well as political scientist Chantal Mouffe's concept of "politics” and "the political". The results of the analysis show that parts  of  the decision-making process and the aftermath can be referred to as post-democratic, and that, according to Mouffe's definition, the policies pursued by Mouffe are more concerned with democratic principles that are about freedom rather than equality