Most Swedish Gamblers Struggle to Distinguish Legal from Illegal Operators

Widespread Confusion Among Players

According to a survey conducted by Enkätfabriken in April on behalf of Spelinspektionen, 72% of Swedish gamblers said they could not distinguish between licensed and unlicensed gambling operators. Despite ongoing regulatory efforts, the distinction remains unclear to the majority of participants.

Interestingly, awareness of licensing status appears to influence gambling decisions only to a certain extent. When asked what factors were important when selecting an operator, 42% identified having a Swedish license as a key consideration. This marks a significant increase from 28% in the previous year’s survey.

Yet when asked whether they believed gambling with a licensed operator provided any benefits, respondents were evenly split: 47% said yes, while another 47% said they didn’t know. Only 6% believed there was no benefit.

Age Gap in Awareness

The data highlights a generational divide. Among 18- to 19-year-olds, only 27% said licensing influenced their choice of operator. By contrast, 52% of respondents aged 65 and older considered a local license important.

This disparity suggests that younger players are either less informed or less concerned about legal distinctions, which may present a regulatory challenge moving forward.

Respondents cited several reasons for avoiding unlicensed platforms, including concerns about payment security, data protection, and the potential for gambling-related harm. Nevertheless, 8% admitted to choosing illegal sites to avoid paying tax on their winnings.

Gustaf Hoffstedt, secretary general of the industry association BOS, emphasized the need to better promote the benefits of licensed play.

“The industry must, together with the SGA, talk more about the advantages of playing licensed,” he told iGB.

Legal Visibility Still Limited

Efforts to visually differentiate legal sites have faced obstacles. Spelinspektionen previously considered introducing an official seal of approval for licensed operators, but the idea was dropped due to the risk of imitation by illegal providers.

Still, many legal operators display the Swedish Gambling Authority logo on their websites as an informal indicator of compliance.

The survey comes amid ongoing concerns about declining channelisation rates. ATG, a Swedish horseracing operator, recently reported online channelisation levels ranging between 69% and 82%, well below the regulator’s 90% target.

A key challenge lies in a loophole that allows illegal operators to present their services in English and accept euros instead of Swedish krona. Although the government initiated a regulatory review in February to address this, Hoffstedt has expressed doubt that it will be enough to reverse the trend.

Online Gambling Dominates

Sweden’s gambling habits continue to shift toward digital. A striking 91% of gamblers said they played online from home, up from 85% in 2023. Land-based gambling remains marginal, with only 2% of respondents visiting physical casinos and 18% gambling in retail settings.

This trend follows the government’s April decision to close the country’s last land-based casino, citing its diminishing relevance.

Spelpaus.se, Sweden’s national self-exclusion register, was known to 60% of respondents. However, only 6% reported having used it, while 34% said they had never heard of it.

Notably, awareness was lower among women, with 43% unaware of the platform compared to 26% of men. Among those who used it, the main reasons were excessive gambling (63%) and frustration with gambling advertising (36%).

Shifts in Gambling Motivation

Entertainment remains the primary reason Swedes gamble, with 69% of respondents citing fun as their motivation—up from 61% last year.

Social gambling is becoming less common, especially with age. Only 12% of under-29s listed it as a reason, dropping to 7% in the 30–49 group and just 4% for those over 65.

In contrast, gambling to win large sums attracted 40% of players, a notable rise from 30% last year. However, only 15% gambled primarily to make money, down from 18% in the previous survey.

In 2024, 19% of gamblers bet on sports, compared to 15% the previous year. Lottery games remained dominant, with 84% of players participating—an increase from 74%. Football and ice hockey continued to lead among sports betting preferences. Online casino participation also edged upward, reaching 12%, a 2% year-on-year increase.