Key Moments:
- ATG’s Q3 2025 analysis shows channelisation in Sweden’s gambling market has reached 74–85 percent, up from 70–82 percent a year earlier
- Offshore gambling traffic continues to climb, with Swedish visits to unlicensed sites growing tenfold since 2019
- Legislative proposals could criminalize passive acceptance of Swedish players by offshore operators, with earliest possible implementation in 2027
Market Trends Indicate Shifting Dynamics
New ATG figures point to an upward shift in the proportion of Swedish players choosing licensed gambling operators, with the latest Q3 2025 analysis reporting a channelisation rate of 74–85 percent. This marks an improvement over the 70–82 percent range measured a year earlier. However, the country’s target of 90 percent remains elusive, as offshore market activity persists.
Regulatory Measures Fuel Progress
ATG attributes the increase in channelisation to stricter regulatory enforcement and efforts to curb unlicensed gambling. Regulators have intensified monitoring of the sector, restricting offshore operators’ ability to access Swedish customers. According to ATG, stricter controls help counter concerns about players leaving licensed platforms due to bonus limitations, supporting a more competitive regulated market.
Legislative Changes on the Horizon
Future regulatory shifts could further impact Sweden’s gambling landscape. In September, a government inquiry proposed amendments to the Gambling Act, including criminalizing offshore operators’ passive acceptance of Swedish customers. Policymakers suggest this could address longstanding loopholes. If the legislative process moves forward smoothly, the earliest any new measures would take effect is 2027. ATG has expressed its support, emphasizing the importance of these changes for long-term market stability and player safety.
Persistent Growth in Offshore Traffic
Despite regulatory gains, offshore operators continue to attract Swedish users. ATG reports that traffic to unlicensed gambling sites has increased tenfold since 2019. The analysis identifies several ongoing concerns:
| Offshore Market Indicator | Details |
|---|---|
| Platform Providers | 16 of the top 20 offshore operators use the same platform providers as licensed companies |
| Bank Transactions | 8 offshore operators enable deposits and withdrawals to Swedish bank accounts via BankID |
| Regulatory List Presence | 3 operators listed on Spelinspektionen’s prohibition list still receive Swedish traffic |
These findings demonstrate the ongoing challenges faced by Swedish regulators in blocking access to offshore providers.
Objectives and Outlook
ATG’s report aims to assist policymakers in gaining a comprehensive understanding of the evolving market by mapping operator activity and identifying vulnerabilities. The company maintains that improving channelisation, enacting effective legislation, and refining restrictions represent the best path toward a stable and competitive licensed market.
While positive momentum is evident, the capacity of Sweden’s regulated sector to outpace the growth of offshore gambling remains an open question.
- Author
Daniel Williams
