Sweden’s 2019 Gambling Act reset the country’s approach to online wagering, mandating that at least 90% of all gambling occurs with licensed operators. By 2021, channelisation—the metric tracking this shift—had grown to 87%, up from 50% in 2018. This marks a major regulatory success, but reaching that final 3% demands new tactics and tools to ensure every bet is safe, transparent and under Swedish oversight.
Assessing the 87% Achievement
The increase to 87% reflects enthusiastic uptake of regulated sites by many players. Licensed operators offer familiar brands, robust player protections and reliable payment methods. That said, the marginal gamblers remaining offshore represent both lost tax revenue and heightened risk for consumers, who face fewer guardrails against excessive play. The Treasury report explores why these players remain outside the system and how to entice them back.
Speeding Up Enforcement
Currently, Spelinspektionen’s blocking powers hinge on obtaining court orders justified by “special reasons,” leading to delays. To overcome this, the government proposes deeming all unlicensed gambling illegal by default. This shift would authorize instant blocking orders and financial transaction interdictions. Introducing licences for B2B software providers would add another layer of control, ensuring that online gaming platforms, not just operators, adhere to Swedish rules.
Cleaning Up the Affiliate Ecosystem
Affiliate marketing fuels player acquisition, but blurred lines between paid recommendations and editorial content can mislead consumers. The Law Council’s proposal to ban affiliates promoting unlicensed operators tackles one side of the issue. The Treasury’s call for standardized disclosure rules addresses another. Complementing these regulations, compliance technologies like Rightlander excel at automatically scanning affiliate links and website content, spotting undeclared promotions and helping operators maintain a clean, rule-compliant affinity network.
Harnessing Detailed Channelisation Metrics
Spelinspektionen currently publishes channelisation data annually. Quarterly reports with granular breakdowns—by geography, product category, referral source and device—would provide sharper insights. Regulators could then identify specific trends, such as mobile casino games falling behind in channelisation, and deploy targeted education or enforcement. Operators, too, would gain a clearer benchmark for their own performance.
Enhancing Player Safeguards
Licensed operators must integrate with Spelpaus and limit bonuses to first-time deposits. Yet the Treasury found no conclusive drop in problem gambling rates. High rollers often sidestep single-site limits by opening accounts across multiple brands, and privacy constraints hamper operators’ ability to spot risky patterns. A collaborative framework for sharing essential risk-related data—balanced with GDPR compliance—could enable earlier interventions and personalized support.
Incentivisation and Public Engagement
Beyond penalties, Sweden can reward operators that demonstrate leadership in responsible gambling. Public accolades, compliance seals and tax incentives linked to social responsibility performance would spotlight best practices. Educating the public about the benefits of playing with licensed operators—through government campaigns and partnerships with health organisations—can shift perceptions and encourage safer choices.
Joining Forces Across Borders
Offshore operators span multiple jurisdictions, exploiting regulatory mismatches. The report urges formal cooperation with European regulators to share intelligence, coordinate blocking orders and align enforcement strategies. This united approach makes it far more difficult for rogue sites to evade detection and target Swedish players.
By combining swifter legal measures, advanced affiliate monitoring tools, richer channelisation data, more nuanced player protections and EU-wide collaboration, Sweden can bridge the final 3% gap and secure a fully channelled, consumer-safe gambling market.
