Finansdepartementet, the Ministry of Finance of Sweden, has been urged to confront the regulatory deficiencies that are preventing Sweden’s gambling market from achieving its channelisation rate.
Criticism of the government approach comes from Branschföreningen för Onlinespel (BOS), the Swedish Trade Association for Online Gambling, which has called on the Ministry to launch a new inquiry into why the Swedish market continues to underperform against the government’s 90% channelisation target.
Concerns have been raised as, for a sixth consecutive year, Sweden’s online gambling market has failed to hit the benchmark, with overall channelisation stagnating in the 85–87% range since re-regulation in 2018.
Figures published by the Gambling Inspectorate, Spelinspektionen, underline the imbalance across verticals. Online casino, described by BOS as “catastrophic”, continues to underperform at 72–82%, while sports betting maintains a stable 92–96%. Since 2019, casino has never approached the 90% target, undermining the success of re-regulation.
Though placing no direct blame, the Inspectorate’s report highlighted the regulatory adjustments applied to online casinos since 2019 that have impacted the licensed offering. Year-on-year changes have seen operators contend with bonus restrictions, temporary deposit caps during the COVID-19 pandemic, the removal of the fast-play feature on casino products, and the imposition of mandatory customer care checks.
Other factors include Swedish players’ preference for former instant-play online casino brands offering one-click deposits, which are no longer permitted by law.
BOS Secretary General Gustaf Hoffstedt stated: “Every day with the current low channelisation exposes Swedes to all the risks that unlicensed gambling entails. Sweden has a responsibility to act when other countries, like Denmark, have proven it is possible to combine strong consumer protection with high channelisation.”
The trade body argues that government policy has been overly focused on repressive measures such as excluding unlicensed operators, without making the licensed market attractive enough for consumers. BOS has urged policymakers to balance enforcement with promotional reforms, including easing the strict ban on bonuses and loyalty schemes.
“If, from the consumer’s perspective, it is perceived as more attractive to gamble unlicensed, then that is exactly what will happen,” Hoffstedt warned. “Repressive measures can support the market, but they cannot protect a licensed sector that consumers avoid.”
BOS has therefore called for the Ministry to establish a broad parliamentary inquiry supported by industry and independent experts. Such an inquiry should weigh both promotional and repressive measures to restore momentum to Sweden’s regulated framework.
The proposals are intended to complement the ongoing investigation by Marcus Isgren, who was tasked earlier this year with reviewing the scope of Sweden’s Gambling Act. His findings are due to be presented to the Riksdag by the end of 2025, and BOS stresses that a wider inquiry would ensure Sweden’s gambling market is evaluated comprehensively ahead of the next parliamentary term.
Closing its letter, BOS added: “The time for half-measures is over. If Sweden wishes to achieve its stated policy goal of 90% channelisation, then a new inquiry must provide the tools to make the licensed market both competitive and safe. Without decisive action, the risks of the unlicensed market will continue to grow.”
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