The Swedish Gambling Authority (SGA) has released its latest assessment of the regulated gambling market, reporting a channelisation rate of 85% for 2024. This represents a marginal drop from the previous year’s 86%.
Channelisation measures the share of gambling carried out with operators holding Swedish licences, serving as a key indicator of the effectiveness of the regulatory system introduced in 2019.
The SGA’s analysis combines player surveys with internet traffic data, offering two distinct perspectives on market activity. Findings show that 96% of Swedish gamblers used licensed platforms at least once during 2024, though unregulated play continues to account for a portion of activity.
The report highlights stronger channelisation in betting compared to online casino play, reflecting varying product dynamics. Director General Camilla Rosenberg underlined that most gambling still flows through licensed companies, and that unlicensed traffic largely originates from operators not actively targeting Sweden. Only a small fraction comes from websites explicitly directing services at Swedish players, against whom prohibition orders may be enforced.
A key update this year was the SGA’s revised methodology, merging survey feedback with direct traffic measurements to achieve a more accurate overview of consumer behaviour.
Further policy changes may soon reshape the landscape. Gambling investigator Marcus Isgren is expected to propose amendments later this month that would criminalise nearly all unlicensed gambling, significantly strengthening enforcement. However, industry critics caution that Sweden’s strict rules on licensed operators – including limits on bonuses and loyalty programmes – risk making the legal market less attractive.
Gustaf Hoffstedt, Secretary General of the online gambling association BOS, mentioned:
It unacceptable that around a quarter of all online casino gambling is still outside the licensed market, and equally unacceptable that policymakers have tolerated this for half a decade without meaningful reform.
The report ultimately underscores both progress and challenges for Sweden’s gambling regulation. With channelisation still high but slipping slightly, the SGA must continue balancing consumer protection with the competitiveness of the licensed market.
