Some more info from another Swedish article:
It's an application to the Swedish Sports Confederation (the umbrella organisation of the Swedish sports movement) to form a new federation for e-sports.
This would be the largest organisation within the SSC in number of active players (1.5 million).
In order to be eligible they need 25 voluntary associations with a total of at least 1500 members. Today there is only one (run by Area Academy). They're "counting on" the rest to be created in 2017, unclear how and by whom, but submitted the application anyway in order to "put pressure on SSC".
Chess and Bridge have previously been denied membership, but Dart was accepted.
It's quite unique that a commercial company (Area Academy) is the driving force behind the application, normally it start as grass roots movements with small clubs/associations. The CEO of Area Academy is Tommy Ingemarsson (ex NiP Potti), Heaton is Chief Marketing Officer.