Channelisation in Sweden slips to 84% in 2025, according to Spelinspektionen

Channelisation in Sweden slips to 84% in 2025, according to Spelinspektionen

Sweden’s gambling regulator has reported a modest decline in channelisation, with the share of online gambling activity flowing through licensed operators falling to 84% in 2025, down from 86% the previous year. The slip underscores persistent challenges in corralling player traffic away from the unlicensed market, even as policymakers move to tighten enforcement.

Methodology Reveals Wider Gap

The 84% headline figure masks a more concerning picture when you dig into the numbers. Spelinspektionen’s report, published in June, combined two distinct methodologies: a player survey and an internet traffic analysis. When relying solely on traffic-based turnover estimates, channelisation dropped to 78%. That gap matters because it highlights just how tricky measuring market activity across fragmented data sources really is.

Verian conducted the player survey across February and March, interviewing nearly 4,200 gamblers directly about their most recent activity. The traffic methodology? That applied search engine optimisation data and visitor metrics from licensed sites, then converted these into estimated turnover using operator-supplied benchmarks. It’s a deliberately conservative approach. Spelinspektionen averaged both figures for its official benchmark.

The Unlicensed Market Remains Entrenched

Despite regulatory efforts, Spelinspektionen identified 2,186 active unlicensed gambling websites as of April 2025, predominantly online casinos. Skin betting platforms represent a particular headache, accounting for approximately 42% of visits to illegal sites. These platforms use in-game virtual items as betting currency and often intertwine with cryptocurrency and NFT trading, which makes them genuinely difficult to classify and regulate.

The vertical breakdown reveals further variation. Sports betting achieved a 95% rate under the player survey method, reflecting strong compliance there. Online casino, though, managed only 68% through the traffic methodology. That indicates substantial leakage to unlicensed operators in this category.

Why Players Choose Unlicensed Routes

The regulator’s survey identified clear motivations. Some players had voluntarily excluded themselves via Spelpaus, Sweden’s self-exclusion scheme, yet continued gambling on illegal sites. Others perceived better winning odds on unlicensed platforms or sought games unavailable in the licensed market. These findings point to gaps in both regulation and product offerings that enforcement alone cannot address.

Government Action Brings Fresh Momentum

A significant development emerged in September 2025. The Swedish government proposed amendments to the Gambling Act aimed at strengthening enforcement against illegal operators. The proposed changes would broaden the definition of websites “directed” at Swedish players, moving beyond the current focus on local currency and language to capture a wider range of targeting practices.

Spelinspektionen welcomed the proposal. Officials indicated it would materially improve their enforcement capabilities. The regulator has flagged that current legal scope limits its ability to act against many unlicensed operators, particularly those using sophisticated targeting methods. The government’s willingness to revisit the legislative framework suggests policymakers recognise the scale of the challenge and the regulatory blind spots that persist.

Looking Forward

The regulator intends to continue reporting the 84% averaged figure as its primary benchmark, whilst acknowledging the true range spans 78% to 89% depending on methodology. Going forward, Spelinspektionen has flagged the need for improved measurement techniques, particularly better tracking of app-based traffic and enhanced identification of unlicensed operators.

The decline in channelisation, whilst modest, reflects a market under pressure. Regulatory action on one side, determined operators on the other. How effectively the government’s legislative proposals translate into enforcement results will likely determine whether Sweden reverses this trend or sees further slippage in the years ahead.