Sweden's Licensed Gambling Market Stays at 85% in 2024 Despite Challenges

The data shows sports betting remains largely regulated with a 92–96% channelisation rate, while online casinos lag at 72–82%, indicating significant play on unlicensed platformsImage Source: Shutterstock.com

Sweden’s gambling authority Spelinspektionenhas shared that 85%of all gambling activity in the competitive market during 2024 happened with operators that have a Swedish license. This shows a small drop from the 86% reported in 2023,but still marks a big step up from the time before regulations, when less than half of gambling took place in the licensed sector.

Enforcement Efforts Help, but Offshore Sites Continue to Draw Online Casino Players

Experts figure out the channelisation rate, which shows how much of the market licensed operators control, by looking at player surveys and analyzing internet traffic. More than 5,700 players took part in the 2024 survey, and 96% said they had used at least one licensed operator that year.

The results show differences between gambling types. Sports bettingstays in line with regulations, with its channelisation rate estimated between 92% and 96%. Online casinos, though, fall behind at 72% to 82%, which means a big chunk of casino play still happens on unlicensed websites.

Spelinspektionenpointed out that gamblers choosing offshore platforms often gave reasons like better odds, bigger bonuses, or limits from the Spelpausself-exclusion servicefor picking unlicensed operators. A few people mentioned wanting different payment options or games not available in Sweden.

Even with these issues, the regulator said a small amount of traffic to unlicensed sites comes from operators that go after Swedish players. This suggests that enforcement actions, including bans and blocks, might be helping to curb illegal marketing efforts.

BOS Urges Policy Shift as Licensed Operators Struggle Against Offshore Competition

The total net revenuefrom licensed operatorsin 2024 hit SEK 27.8 billion ($3 billion), with SEK 18.1 billion ($1.9 billion) coming from the competitive market areas of online casino and betting.

Industry players keep pushing for changes in policy to make the regulated market more appealing. The Swedish Trade Association for Online Gambling (BOS)claims that tough rules, like the ban on bonuses, are making it harder for licensed operators to vie with offshore platforms. Changes to the Gambling Act expected to come out later this year, aim to beef up measures against unlicensed operators while ngaking another look at the rules burdening law-abiding businesses.

Spelinspektionensees the current channelisation levelas a step forward but admits there is still work to do. Its ultimate goal stays the same: to reach a 90% channelisation rate, creating a safer and more controlled space for Swedish players.