Sweden is at the forefront of a radical transformation of its gaming market in 2025. With 69 percent of all gaming revenues now coming from online games and a staggering 92 percent channelization rate, the country has established itself as Europe’s leading digital gaming market.
This development presents both challenges and opportunities for operators looking to establish or expand their operations in this lucrative but heavily regulated market.
Current State of the Swedish Gaming Market
The Swedish gaming market has undergone a dramatic transformation since the reregulation in 2019. Today’s market is characterized by high digital maturity, strict regulatory compliance, and one of the most developed player bases in Europe. To understand the opportunities, we must first examine the current structure and dynamics of the market. Learn about online slot trends, from live gaming to cryptocurrencies, by clicking through this guide.
Market Size and Growth
The Swedish gaming market generated SEK 27.1 billion in gross gaming revenue in 2023, making the country the tenth largest in Europe in terms of total revenue. However, what really sets Sweden apart is the split between online and land-based gambling.
Online gaming completely dominates the market, accounting for 69 percent of total revenue. This figure is the highest in Europe and reflects the early adoption of digital technology by Swedes and their strong trust in digital services. In the first quarter of 2024, online gaming turnover reached SEK 4.3 billion, the highest for a given quarter since the introduction of the licensing system in 2019.
Player Preferences and Behavior
Swedish players show clear preferences for game types:
- Lotteries and numbers games: 60 percent of Swedes participated
- Horse racing and sports betting: 36 percent each
- Casino games: 20 percent played slots or other casino games
Sports betting accounts for a whopping 49 percent of total casino and sports betting revenue. Esports is also growing rapidly in popularity, and Sweden is a global leader in this area, along with China, the US, Germany, and the UK.
Regulatory changes shaping the future
Regulatory changes are a major driver of the market in 2025. The Swedish Gambling Authority and the government have introduced several significant changes that will fundamentally affect how operators can do business. These changes are aimed at strengthening consumer protection and combating problem gambling.
See also: Unlicensed casinos for Swedish players: bonuses, security and global gaming 2025
Credit card ban from April 2025
The most significant change in 2025 is the complete ban on gambling payments using credit cards, which will come into effect on April 1. The Ministry of Finance has introduced this proposal to prevent gambling from leading to debt.
This proposal means that gambling operators will no longer be allowed to accept payments financed using credit cards, which primarily concerns credit card transactions. The measure is part of the government’s broader strategy to combat problem gambling and protect vulnerable consumers. Operators who violate the new rules risk significant fines and, in the worst case, the revocation of their licenses.
Strengthened Anti-Money Laundering Measures
The Swedish Gambling Authority has introduced 21 new amendments to the money laundering legislation, with a particular focus on reporting obligations. From 1 July 2025, operators must report all suspicious transactions, customers or other circumstances that appear suspicious.
These changes include:
- Enhanced Know Your Customer (KYC) requirements
- Real-time transaction monitoring
- Mandatory reporting of unusual gambling schemes
- Strengthened checks on the identity and financial background of players
- Strategies for successful business
Taking on the Swedish gaming market requires complex strategies that balance regulatory compliance with commercial success. Operators must develop unique value propositions within a strict regulatory framework. The following strategies have proven successful for leading players in the market.
Marketing within the framework of regulations
Marketing of gaming services in Sweden requires strict adherence to the Swedish Consumer Agency’s guidelines on “moderation”. Advertising may not be directed at persons under 18 years of age or players who have self-excluded from the promotion. All marketing communications must include information about age restrictions and the risks of excessive gambling.
