Mats-Ove Lindell, bedrageri.info: “Not all new Swedish casinos are created equal. Knowing the difference protects players”
Misleading promotions and bonus structures are also common. Some casinos promote “no wagering” or “instant withdrawals” but bury restrictions deep in the terms. The same pattern applies to delayed or blocked payouts.
Sweden’s online casino market is continuously expanding. New operators are entering the scene regularly since the country introduced its licensed gambling framework, authorised by Spelinspektionen, in 2019. The regulatory model brought greater oversight and protection for local players, but it also crowded the market. Today, not every new casino meets the same standards.
To help players tell the difference, we spoke with Mats-Ove Lindell, lead author and betting expert at bedrageri.info. With a solid background in advertising and communications and over five years of hands-on work reviewing and analysing Swedish gambling sites, Lindell brings a sharp, player-first perspective to evaluating new casinos.
In this interview, he shares what players should look for, what red flags to watch out for, and why choosing a licensed and trustworthy operator matters most.
What’s driving the recent surge of new casino launches in the Swedish market in 2026?
Even from our end at bedrageri.info, we’ve noticed the pace picking up. We’re reviewing more new launches now than at any point in the last three years. When Sweden introduced its licensed gambling system in 2019, the early years were all about adapting to strict advertising rules, deposit limits, and compliance requirements. The operators that survived that phase built a solid foundation.
The market has matured significantly. New launches are driven by growing player demand for mobile-first options, advances in game technology, and a well-established regulatory framework now familiar to incoming operators.
Confidence in the Swedish model has also grown internationally. A stable, transparent licensing system paired with a digitally savvy player base makes it an attractive market for anyone looking to establish a credible presence in the Nordics.
How can players keep track of which new casinos are actually licensed and safe to play at?
The first step is always checking Spelinspektionen’s public register. There, you can verify whether a casino holds a valid Swedish licence and its current status. Typically, the licence number is displayed in the footer of the operator’s homepage. If it’s missing, that’s an immediate red flag.
Not everyone has the time to double-check every detail in the regulatory databases. That’s why, at Bedrageri.info, we maintain a regularly updated list of new casinos in Sweden. We also provide information on licensing details, game providers, and available payment methods, giving players a clear, verified starting point.
I’d also recommend checking for responsible gambling tools. Licensed Swedish operators are required to integrate Spelpaus and offer mandatory deposit limits. If those aren’t in place, the brand is likely not operating under a Swedish licence.
What are the biggest red flags Swedish players should watch for when a new casino launches?
The most obvious warning sign is the lack of a Spelinspektionen licence. If a casino operates without authorisation, players have no regulatory protection. Other red flags include vague or missing terms and conditions, unrealistic bonuses with hidden or unfair wagering requirements, and limited or unresponsive customer support.
What separates legitimate casinos from potential scams is transparency. We’ve reviewed sites that looked professional on the surface but had no visible licence number and terms clearly copied from another operator. Licensed casinos display their credentials and background information, while scam sites obscure or skip these details entirely.
Given bedrageri.info’s focus on fraud prevention, what are the most common deceptive practices you see from new casino operators targeting Swedish players?
One of the most common tactics used by unlicensed offshore sites is mimicking the look of locally regulated casinos. They often advertise through social media or affiliate networks, operating well beyond Spelinspektionen’s reach. The goal is to attract players before they realise there’s no regulatory protection in place.
Misleading promotions and bonus structures are also common. Some casinos promote “no wagering” or “instant withdrawals” but bury restrictions deep in the terms. The same pattern applies to delayed or blocked payouts.
Frankly, identity misuse is what concerns me most. A fraudulent operator may collect personal documents during registration with no intention of providing a legitimate service. Always verify the casino’s licence before submitting any personal information.
How effective is the current regulatory framework at catching problematic operators before they can harm players?
Spelinspektionen became notably more proactive in 2025, increasing enforcement by imposing penalties for AML failures. The regulator moved against unlicensed sites, and we even saw criminal convictions of influencers who promoted illegal gambling. The intent is clearly there.
However, gaps remain. The channelisation rate sits around 85%, below the government’s 90% target. The “directional criterion” only allows action against operators explicitly targeting Sweden, leaving a loophole for offshore sites.
Legislative changes in 2026 aim to address this. Spelinspektionen is gaining broader enforcement powers, and a full credit ban on gambling takes effect in April. Proposed amendments would hold casinos accountable based on actual player activity rather than proven intent. Things are improving, no question, but we’re not there yet.
What genuine innovations are new casinos bringing to Swedish players in 2026?
Payments, without a doubt. Swedish players today expect instant transactions via BankID, Swish, and Trustly, not as extras, but as standard. New casinos are building around these from day one, alongside mobile-first design and stronger performance across all devices. With over 85% of Swedish players preferring mobile, any new operator without a solid mobile setup is already falling behind.
New casinos are also partnering with both emerging game studios and established providers like Evolution and NetEnt. Gamification features such as progression systems, missions, and personalised rewards are becoming more common, giving players more reasons to stay engaged.
How are new casinos navigating Sweden’s strict bonus and advertising restrictions while still attracting players?
Swedish law limits licensed operators to a single welcome bonus per player: no loyalty rewards, cashback, or ongoing promotions. Advertising must also follow strict moderation rules, leaving very little room for traditional acquisition strategies.
New casinos instead focus on broader game variety, faster payments, cleaner design, and strong customer support. Gamification and well-built user journeys are replacing the bonus-heavy approach common in most European markets. It’s actually a healthier model in my view. It forces operators to compete on quality rather than marketing gimmicks.
Are new casinos taking responsible gambling seriously beyond basic compliance?
Honestly, it varies. The baseline for all licensed operators is Spelpaus integration, deposit limits, and visible responsible gambling information. Some new casinos go further by offering real-time behavioural monitoring, session-time notifications, and proactive measures when spending patterns suddenly change. These operators are genuinely committed to player safety.
Others are satisfied with covering the minimum requirements without investing in proper protection tools. The best practice I look for is visibility. If responsible gambling features are easy to find and central to the site design, that operator takes it seriously. If you have to search for them, that tells you enough.
What trends do you predict for the Swedish casino market in 2026–2027?
New launches will continue, but the market is shifting towards consolidation. Competition across the Nordics is expected to intensify with Sweden’s credit ban taking effect in May 2026 and Finland opening its licensed market. I think we’ll see fewer but stronger brands by the end of 2027.
What’s your advice to Swedish players considering trying a newly launched casino?
My advice is always to confirm that the casino holds a valid Spelinspektionen licence by checking the regulator’s public register. Then review the general and bonus terms, including withdrawal limits, wagering requirements, and verification processes. As a specialist in Swedish online casinos, I can’t stress enough how important it is to choose licensed operators. If anything feels unclear or hard to find, move on.
Beyond licensing, I’d check whether BankID and Swish are supported, whether Spelpaus is integrated, and who the game providers are. Read independent reviews and compare your options before depositing. A few minutes of research can save you from a bad situation entirely.
