Sweden's Spelinspektionen 2026 Report Shows Channelling Rate at 87%

Sweden's Channelling Rate Reaches 87% as Spelinspektionen Targets Remaining Unlicensed Play

Sweden's gambling regulator Spelinspektionen has published its 2026 annual market review, showing that 87% of Swedish gambling expenditure is now channelled through licensed operators — an improvement from 82% reported in 2024 and 79% in 2022. The progression reflects the maturation of Sweden's re-regulated market, which opened to licensed competition in January 2019, and indicates that the regulatory framework's channelling effectiveness is continuing to improve, though a meaningful minority of play remains with unlicensed offshore operators.

Key Findings From the Report

The 2026 review presents a nuanced picture of the Swedish gambling market across multiple dimensions:

• Channelling rate at 87% — the highest since re-regulation, driven by continued enforcement action against unlicensed operators and increased player awareness of licensed alternatives
• Total market GGR estimated at SEK 28 billion (approximately €2.5 billion), with online casino and sports betting split roughly 60/40
• Responsible gambling indicators show improvement in several key metrics, including the proportion of players using deposit limits (up to 41% from 35% in 2023) and the number of Spelpaus self-exclusions maintained
• Bonus restrictions — Sweden's prohibition on bonus offers except to new players remains contentious, with several operators seeking clarification on the scope of the rule as new promotional formats emerge
• Advertising compliance — the regulator notes ongoing monitoring of operator marketing, with particular attention to targeting of vulnerable groups through digital channels

The Unlicensed Segment Concern

Spelinspektionen has identified the remaining 13% of unlicensed play as concentrated in specific demographics — particularly younger male players and high-frequency bettors who report switching to unlicensed sites primarily for access to promotions, higher bet limits, and game types not available in the licensed market.

The regulator plans to enhance its technical blocking capabilities in 2026, working with major internet service providers to restrict access to unlicensed gambling URLs — an approach that has been used with mixed effectiveness in comparable markets such as Belgium and Italy.

Licensed Operator Landscape

Major operators in the Swedish licensed market include Kindred Group (through Unibet and Maria Casino), LeoVegas, Betsson, and DraftKings, which entered the Swedish market following its US market expansion success. The competitive dynamics have stabilised since the early post-re-regulation period, when aggressive promotional spending characterised the market.

Industry Impact

Sweden's channelling trajectory — moving from 79% to 87% over four years — represents a meaningful success for the re-regulation model and provides a data point for jurisdictions considering similar frameworks. The remaining 13% channelling gap demonstrates that even a well-designed licensing framework cannot fully eliminate unlicensed play, and that ongoing enforcement investment is required to continue improving channelling outcomes.