However, when excluding the player survey method used to assess channelisation, the figure slipped to 78%.
Sweden’s Spelinspektionen has estimated that channelisation for online gambling slipped 1% to 84% in 2025.
However, when excluding the player survey method used to assess channelisation, the figure slipped to 78%. This rate was based on traffic to licensed operators and subsequent turnover estimates.
The 84% figure represents a slight drop from the regulator’s 2024 assessment and a further decline from the 86% rate it reported in 2023.
The report, published on 15 June, combined data from two key sources – a comprehensive player survey and an internet-traffic-based turnover estimate. This methodology was first used for the 2024 report.
The player survey, conducted by Verian between February and March, asked respondents about their most recent gambling activity and whether it had occurred with a licensed operator.
A sample of 6,744 respondents, with 4,175 having gambled in the past 12 months, was used.
A secondary method utilised third-party search engine optimisation and web traffic estimates for licensed gambling sites. The data was then converted into estimated turnover spent across the licensed market, by applying turnover-per-visit metrics supplied by licensed operators.
Spelinspektionen reported a total net turnover of SEK28.2 billion ($3 billion) in 2025 across all licensed operators. The non-monopoly part of the sector (including iGaming and online betting) reported a turnover of SEK18.7 billion.
According to the player survey method, channelisation hit 89% for the competitive market, whereas the web traffic methodology estimated a total channelisation rate of 78%. When broken down by vertical this was a 95% rate for sports betting and 68% for online casino.
Unlicensed market profile
Within the report Spelinspektionen said it had identified 2,186 active gambling websites without Swedish licences, as of 30 April. These were predominantly online casinos. The regulator said 976 sites offered exclusively online casino games, while 800 sites provided both online casino and sports betting.
A significant share of visits to unlicensed websites, approximately 42%, involved skin betting sites – platforms using in-game virtual items as betting currency.
Due to their complex nature and intermixing with non-gambling services like NFTs and cryptocurrency trading, skin betting sites were excluded from the main channelisation indicators.
Reasons for unlicensed gambling
The player survey revealed key reasons why some individuals gamble with unlicensed operators. These included being self-excluded under Sweden’s Spelpaus system and perceptions of better winning chances on unlicensed sites. Players also wanted to seek out games that were not available on licensed Swedish sites.
In September 2025, the Swedish government proposed major changes to the Gambling Act that would strengthen enforcement against the illegal market. Online gambling falls under Swedish law only if a site is considered to be “directed” at a Swedish player by using local currency or using the local language..
However lobbying efforts by the sector led to a review by the government and new rules being enforced.
The move has led to new-found hope in the battle of channelisation. At the time of the government’s proposed memorandum, a spokesperson for the regulator told iGB: “We have brought to the government’s attention the need to amend the scope of the Gambling Act with regard to online gambling. We therefore view the investigator’s proposal positively, as it strengthens our ability to work more effectively against unlicensed gambling.”
What’s next?
Spelinspektionen concluded that the true channelisation rate ranged between 78% and 89% depending on the method used. The regulator intended to continue reporting the averaged figure (84% for 2025) as the main benchmark.
It recommended using the average of the player survey and internet-traffic estimates as the official measure in government budget proposals.
The report also called for improved measurement techniques, particularly regarding app traffic inclusion and better identification of unlicensed sites.
Kathryn covers bitesize breaking news with a primary focus on EMEA and US legislation. A proud North Walian, fluent Welsh speaker and lifelong Wrexham FC fan – long before Hollywood came calling.