Sweden’s Spelinspektionen reported that the online gambling channelisation rate fell to 84% in 2025, down from 86% in 2023. The regulator’s 15 June assessment combines player survey data with web traffic analysis to track licensed market engagement.
The 84% metric relies on a dual approach introduced in the 2024 report. Verian conducted a player survey between February and March, reaching 6,744 individuals, of which 4,175 participated in gambling within the previous year. Respondents indicated whether their latest activity occurred on a licensed platform.
A secondary calculation measured internet traffic to licensed sites and applied operator-provided turnover-per-visit ratios. When the survey component is removed, the channelisation figure stands at 78%.
Licensed operators generated SEK 28.2 billion ($3 billion) in net turnover during 2025. The competitive segment, covering iGaming and online betting, accounted for SEK 18.7 billion. Under the survey methodology, the competitive market reached an 89% channelisation rate. Web traffic data shows a 95% rate for sports betting and 68% for online casino platforms.
Unlicensed Market and Regulatory Updates
As of 30 April, the regulator identified 2,186 active unlicensed gambling websites. Casino-only platforms made up 976 of these sites, while 800 offered combined casino and sports betting services. Approximately 42% of traffic to unlicensed domains directed toward skin betting platforms, which trade virtual in-game items.
These platforms remain outside core channelisation metrics due to their integration with NFT and cryptocurrency markets. Survey responses indicate players turn to unlicensed operators primarily because of Spelpaus self-exclusion, expectations of higher win probabilities, and access to titles unavailable on regulated Swedish sites.
In September 2025, the Swedish government introduced proposed amendments to the Gambling Act aimed at tightening enforcement against unlicensed operators. The regulatory framework continues to monitor market distribution across licensed and unlicensed segments.