Online casino drags down Swedish gambling channelling rate
The Swedish gambling regulator has noted variations in the channelling rate among different gambling verticals.
Sweden.- The Swedish gambling regulator Spelinspektionen has estimated that the channelling rate to the regulated gambling market was 85 per cent in the year 2024. That would be a decline of one percentage point from 86 per cent in 2023.
The channelling rate measures how much of the Swedes’ gambling takes place at licensed operators rather than those that operate without a licence. This most recent estimate is based on a new methodology, which comprised a survey of 5,767 gamblers and a measurement of internet traffic to 2,032 unlicensed sites.
Of note, the regulator highlighted variations in the channelling rate among different gambling verticals. Betting generally had a higher channelling rate than online casinos at between 92 and 96 per cent, while online casino channelling was estimated at between 72 and 82 per cent. However, the regulator noted that only a small number of unlicensed sites were actively targeting the market.
The regulator recalled that before the current licensing system was introduced in 2019, the channelling rate was estimated to be less than 50 per cent.
Director general Camilla Rosenberg said: “The channelling rate in 2024 is estimated to be 85 per cent, which shows that the majority of Swedish gambling takes place with operators with a licence in Sweden. Only a small part of the traffic to unlicensed websites consists of websites deemed by the regulator to be actively targeting Sweden without the necessary licence, i.e, illegal gambling, through prohibition orders,”
Last month, Spelinspektionen announced that it had formally banned a trio of unlicensed operators from targeting Swedish players. The latest banning order was issued against Liquid Entertainment NV.
The regulator said it launched a supervisory case against the Curaçao-registered company after suspicions arose that the website duelbits.com was providing gaming to the Swedish market without a local licence.
Meanwhile Spelinspektionen has announced the continuation of its ‘Your future as a stake” campaign, which aims to increase knowledge about the risks of gambling among young adults aged 18-25. It’s being carried out in collaboration with the Public Health Agency of Sweden and the Swedish Enforcement Authority.
The campaign was first launched in 2024. This year’s campaign will be launched to time with the start of the school year and will be visible in digital channels and social media during the autumn.
“Young adults are a group that is particularly vulnerable. Through the campaign, we want to reach them at the right time and provide tools for them to make conscious decisions about their gambling,” Rosenberg said.
