Sweden continues to struggle in directing online casino players toward licensed operators, with channelisation levels remaining well below the government’s long-term target of 90%.
Recent estimates indicate that the country’s overall gambling channelisation rate stood at around 85% in 2024, slightly lower than the previous year. While most gambling activity still takes place within the regulated market, the online casino segment remains a significant challenge for policymakers and regulators.
According to data from the Swedish Gambling Authority (Spelinspektionen), sports betting maintains strong channelisation levels, ranging between 92% and 96%. Online casino performance is considerably weaker, with estimates placing channelisation between 72% and 82%, meaning a substantial share of casino gambling continues to occur on unlicensed platforms.
The findings have renewed concerns within Sweden’s regulated gambling industry. The Swedish Trade Association for Online Gambling (BOS) argues that the online casino sector has become the market’s biggest weakness, with a significant portion of players choosing offshore operators rather than locally licensed brands.
Research into player behaviour suggests several reasons for the migration toward unlicensed sites. Common motivations include access to a wider range of games, larger bonus offers, the ability to continue gambling despite being registered with Sweden’s self-exclusion system Spelpaus, and perceptions of better winning opportunities.
Industry representatives have welcomed upcoming proposals to strengthen enforcement against unlicensed gambling. However, they argue that tougher enforcement alone will not solve the issue. BOS has called for a broader review of Sweden’s gambling framework, claiming that strict restrictions on bonuses and loyalty programmes have made licensed operators less attractive compared with offshore competitors.
Sweden’s regulated gambling market was launched in 2019 with the goal of bringing the vast majority of gambling activity under licensed supervision. While the reforms initially improved channelisation, progress has stalled in recent years, particularly in the online casino sector. The latest figures are expected to fuel further debate over whether regulatory changes are needed to make the licensed market more competitive while maintaining consumer protections.