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Spelet på spelmarknaden: En undersökning om marknadsföringskostnader och dess påverkan på EBIT hos spelbolag som erhållit svensk spellicens
Dalarna University, School of Technology and Business Studies, Business Administration and Management.
Dalarna University, School of Technology and Business Studies, Business Administration and Management.
2019 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesisAlternative title
The game in the gambling market (English)
Abstract [sv]

Syfte: Syftet med studien är att undersöka marknadsföringskostnadernas påverkan på EBIT hos spelbolag som erhållit svensk spellicens, och korrelationen mellan europeiska spelbolags marknadsföringskostnader mot omsättning och EBIT hos svenska spelföretag.

Metod: Uppsatsen utgår ifrån en kvantitativ metod och en deduktiv ansats. Data har hämtats från databasen Retriever Business samt spelbolagens årsredovisningar. Resultatet fås fram genom en tidsserieanalys, kointegrationstest samt regression.

Slutsats: Syftet med studien var att undersöka marknadsföringskostnader och dess påverkan på EBIT hos spelbolag som erhållit svensk spellicens, och korrelationen mellan europeiska spelbolags marknadsföringskostnader mot omsättning och EBIT hos svenska spelföretag. Det förväntade resultatet var att ökade marknadsföringskostnader påverkar omsättning samt EBIT positivt, vilket bekräftades av resultatet från tidsserieanalysen, kointegrationstestet samt regressionsanalysen

Abstract [en]

Purpose: The aim of the study is to investigate the impact of marketing costs on EBIT in gambling companies that have received Swedish gaming license, and the correlation between European gambling companies marketing costs against sales and EBIT in Swedish gambling companies.

Method: The thesis is based on a quantitative method and a deductive approach. The data has been retrieved from the database Retriever Business and the gambling companies annual reports. The result is obtained through a time series analysis, cointegration test and regression.

Conclusion: The aim of the study is to investigate the impact of marketing costs on EBIT in gambling companies that have received Swedish gaming license, and the correlation between European gambling companies marketing costs against sales and EBIT in Swedish gambling companies. The expected result was that increasing marketing costs affected sales and EBIT positively, which was confirmed by the results from the time series analysis, the cointegration test and the regression analysis.

Place, publisher, year, edition, pages
2019.
Keywords [en]
Gaming market, gambling companies, aggressive marketing, licensed gaming companies, EBIT, revenue, marketing costs
Keywords [sv]
spelmarknad, spelbolag, aggressiv marknadsföring, licensierade spelbolag, EBIT, omsättning, marknadsföringskostnad
National Category
Business Administration
Identifiers
URN: urn:nbn:se:du-30761OAI: oai:DiVA.org:du-30761DiVA, id: diva2:1354739
Available from: 2019-09-26 Created: 2019-09-26

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CiteExportLink to record
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Citation style
  • apa
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