The Swedish Gambling Authority (SGA) reports that Sweden gambling channelisation stands at 85% in 2024, down from 86% in 2023. Channelisation measures the share of gambling done with licensed operators, a key part of any responsible gambling guide. Sweden introduced this system in 2019. In 2024, 96% of players used licensed companies at least once. Still, a significant portion of online casino play happens outside regulation. Betting products remain better channelled than online casinos, showing that player preferences vary across the market.
Key Challenges in Online Casino Channelisation
The report highlights a pressing issue: about a quarter of online casino gambling is unlicensed. This threatens competitiveness and consumer safety. Many unlicensed operators do not actively target Sweden yet remain accessible. While the SGA issues prohibition orders against such sites, strict rules on bonuses and loyalty programs for licensed casinos push some players away. A good responsible gambling guide would remind players that unlicensed gambling carries risks, from lack of consumer protections to unsafe play environments.
Upcoming Regulatory Reforms and Industry Response
The Swedish government plans to update the Gambling Act to address these gaps. A new proposal may criminalize nearly all unlicensed gambling, aiming to push channelisation above 90%. The industry group BOS supports this but stresses the need for flexibility in licensed markets. Gustaf Hoffstedt, BOS Secretary General, said reforms must address bonus restrictions and player retention. For consumers, a responsible gambling guide emphasizes sticking to licensed operators to ensure fairness, safety, and access to dispute resolution.
New Methodology Boosts Market Insight
The SGA now combines player surveys with internet traffic data, creating a clearer picture of gambling behavior. Both sources independently offer value, but together they improve accuracy. This methodology underlines the need for a practical responsible gambling guide for players: stay informed, use licensed operators, and understand how regulation protects you. The ultimate goal is to increase channelisation, strengthen the regulated market, and stop unlicensed gambling.
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