Sweden’s regulated gambling framework launched in 2019 with a clear objective: channel at least 90% of all wagering to licensed operators. By the end of 2021, channelisation had risen to 87%, a remarkable leap from 50% in 2018. This trajectory underscores the appeal of a safe, transparent market, yet it also highlights persistent obstacles that must be overcome to hit the final target.
Building a Safer Market
The Gambling Act requires every operator to obtain a licence by meeting strict criteria on financial stability, anti-money laundering measures, game fairness and advertising standards. Since the market reopened, consumer confidence in licensed sites has grown, reflected in steadily increasing traffic and revenues. However, growth rates have slowed as the market matures, suggesting that the easy gains have been made and that closing the final gap will demand more strategic interventions.
Legal Tools and Their Limits
Spelinspektionen can request court orders to block payments or restrict access to offshore sites, but each request must be justified with “special reasons.” This case-by-case approach creates a backlog and allows some unlicensed operators to continue targeting Swedish players unchecked. Streamlining this by criminalizing all unregulated gambling activities is under discussion; once in place, it would empower Spelinspektionen to act swiftly against any operator offering services without a licence. Meanwhile, a proposed licence for B2B software suppliers would ensure that every element of the supply chain falls under regulatory scrutiny.
The Affiliate Conundrum
Affiliates sway player choices through comparison tables, reviews and bonus guides. At present, paid placements can look almost identical to objective analyses, confusing consumers about what is genuine advice and what is a marketing pitch. The Law Council recommends banning promotions for unlicensed operators, while the Treasury advises clear, standardized labelling of affiliate adverts. In this context, technology solutions like Rightlander become indispensable. By crawling affiliate networks and flagging non-compliant content in real time, Rightlander helps maintain clear boundaries between editorial and paid promotion, reinforcing player trust in the regulated sector.
Driving Accountability with Data
Quarterly reports on channelisation—broken down by region, game type, operator and device—would shine a light on underperforming areas and enable targeted action. For instance, if online poker lags behind sports betting in channelisation, regulators could investigate why and consider tailored rules or awareness campaigns. Transparent data fosters accountability, nudging operators to innovate responsibly and regulators to fine-tune policies.
Protecting Players and Addressing Harms
A core aim of channelisation is to protect consumers from harm. Licensed operators must link to Spelpaus, Sweden’s self-exclusion mechanism, and cannot offer recurring bonuses to existing customers. However, the report notes that problem gambling rates have not clearly declined. High-value players often distribute bets across multiple accounts, evading detection. Additionally, privacy rules limit operators’ access to transaction data, slowing early intervention. Finding ways to share essential risk indicators—while upholding data protection—could improve outcomes.
Positive Incentives and Player Engagement
Beyond restrictions, positive reinforcement could drive channelisation upward. Public recognition schemes for operators with exemplary responsible gambling records or tax incentives tied to compliance performance would reward best-in-class behaviour. Engaging player communities through education, healthy gaming certification seals and collaboration with treatment providers can further strengthen the regulated market’s appeal.
International Partnerships
Illegal operators frequently operate from jurisdictions where enforcement is weaker. The Treasury recommends formalizing cooperation with other European regulators to exchange intelligence, harmonize blocking orders and close loopholes. Such partnerships would create a unified front, making it harder for rogue sites to target Swedish customers.
Together, streamlined legal measures, robust affiliate oversight, transparent data reporting, proactive player protection and international collaboration can push Sweden’s channelisation rate to—and beyond—the 90% threshold.
