Sweden Channelisation Falls to 84 Percent in 2025
Sweden’s Gambling Channelisation Falls to 84 Percent in 2025 – Offshore Casino Activity Continues to Pressure Licensed Market
Key Takeaways
- Sweden’s overall online gambling channelisation rate fell to 84 percent in 2025, down from 85 percent in 2024.
- A traffic-based measurement placed channelisation as low as 78 percent, while a player survey indicated 89 percent.
- Online casino channelisation was significantly lower at 68 percent, compared with 95 percent for sports betting.
- Spelinspektionen identified 2,186 active unlicensed gambling websites as of April 30, 2025.
- Licensed gambling net turnover in Sweden reached SEK28.2 billion in 2025.
Regulator Reports Decline in Channelisation for 2025
Sweden’s gambling regulator, Spelinspektionen, reported that online gambling channelisation declined again in 2025. The authority set the main benchmark at 84 percent, reflecting the share of Swedish gambling activity taking place with licensed operators.
The 84 percent figure marks a continued downward trend. In 2024, the rate stood at 85 percent, and in 2023 it reached 86 percent. The regulator stated that the current benchmark is based on an average of two different measurement methods and should be used in government budget proposals.
Channelisation is a key regulatory metric. It measures how effectively a licensed market captures player activity compared with unlicensed or offshore operators. For users, this affects where consumer protections, responsible gambling tools, and regulatory oversight apply.
Different Measurement Methods Show Wide Range
Spelinspektionen calculated the 2025 rate using a combined approach first introduced in the 2024 review. One component was a player survey. The other relied on internet traffic data and turnover estimates.
The traffic-based method produced the lowest estimate, at 78 percent. This approach tracks visits to licensed gambling sites and applies turnover per visit data provided by licensed operators. It also revealed substantial differences between verticals.
Sports betting reached a channelisation rate of 95 percent under this method. Online casino activity, by contrast, reached only 68 percent. This gap highlights that casino players are more likely to use unlicensed sites than sports bettors.
The second method was based on a survey conducted by research firm Verian between February and March 2025. The sample included 6,744 respondents, of whom 4,175 had gambled in the past 12 months. Participants were asked about their most recent gambling activity and whether they used a licensed operator.
The survey produced a higher channelisation estimate of 89 percent for the competitive segment, which includes online betting and iGaming. Spelinspektionen concluded that the true rate likely falls between 78 percent and 89 percent, depending on methodology, and set the official benchmark at the midpoint of 84 percent.
Licensed Market Turnover and Competitive Segment
Sweden’s licensed gambling market generated SEK28.2 billion in net turnover in 2025, equivalent to approximately $3 billion. The competitive segment, which covers online betting and iGaming, accounted for SEK18.7 billion of that total.
These figures reflect activity within the regulated framework. They do not include turnover from unlicensed operators targeting Swedish players.
For users comparing platforms, these numbers illustrate the scale of the licensed market but also the size of activity that may still take place outside the regulatory perimeter.
More Than 2,000 Unlicensed Sites Identified
As of April 30, 2025, Spelinspektionen had identified 2,186 active gambling websites operating without a Swedish licence. Online casino sites represented the largest share.
The regulator counted 976 websites offering only online casino games and 800 sites offering both online casino and sports betting. The remaining sites covered other forms of gambling.
The report also highlighted the role of skin betting platforms. Approximately 42 percent of visits to unlicensed gambling websites involved skin betting, where players use in-game virtual items as betting currency. However, Spelinspektionen excluded skin betting from the main channelisation indicators. According to the regulator, these platforms often combine gambling with NFTs, crypto trading, and other services, making measurement more complex.
Reasons for Offshore Play and Regulatory Response
The player survey identified several reasons why some Swedish users choose unlicensed operators. Some respondents reported gambling offshore after self-excluding through Spelpaus, Sweden’s national self-exclusion system. Others believed that offshore sites offered better winning chances. Some players also sought games not available from licensed Swedish operators.
Under current Swedish rules, the legal assessment focuses on whether a gambling site targets Swedish players. Indicators include the use of Swedish language or local currency.
In September 2025, the Swedish government proposed amendments to the Gambling Act aimed at strengthening enforcement against illegal gambling. Following industry lobbying, the government initiated a review and introduced revised rules. Spelinspektionen has also called for improved measurement tools, including stronger tracking of app traffic and better identification of unlicensed gambling sites.
Our Assessment
The 2025 data show a continued decline in Sweden’s online gambling channelisation, with the official rate set at 84 percent. Measurement differences produce a range between 78 percent and 89 percent, and online casino activity remains the main area of leakage to unlicensed operators. More than 2,000 offshore sites were identified, and a significant share of unlicensed traffic involves skin betting platforms. Licensed net turnover reached SEK28.2 billion, while policymakers and the regulator continue to review enforcement and monitoring tools within the existing legal framework.
