Total gambling revenue in Sweden saw an increase of 1.9% year-on-year during the second quarter of 2025, with the national gambling regulator, Spelinspektionen, announcing that Camilla Rosenberg will step down as its director general.
For the three months concluding in June, Sweden’s gambling revenue reached SEK7.02 billion ($744 million). This amount not only surpassed the figures from the first quarter of the previous year but also marked a 5.9% increase compared to the first quarter of this year, as revealed by the official data from Spelinspektionen.
The commercial online gaming sector, which includes internet-based casinos and sports betting platforms, contributed the highest revenue share. Total online gaming revenue soared to SEK4.63 billion, reflecting a 1.4% rise from the previous year. This growth in online gaming revenue is noteworthy, especially in light of the challenges presented by the sports betting sector. Sports betting faced a tough comparison with the previous year due to the excitement surrounding the early stages of Euro 2024, which had significantly boosted betting activities.
The Swedish state-owned lottery and physical slot machines experienced double-digit growth. Revenue from this segment climbed to SEK1.42 billion, marking a 10.2% increase over the previous year, thereby outperforming all other segments in terms of growth. This surge indicates a robust public interest in traditional forms of gambling despite the increasing popularity of online platforms.
Conversely, revenue from lotteries categorized as “gaming for public benefit” saw a decline of 5.3%, settling at SEK846 million. However, bingo games, also under the public benefit category, maintained stable revenue at SEK49 million, unchanged from the previous year. Land-based commercial gaming, which encompasses gaming activities in restaurant casinos, contributed an additional SEK63 million.
In a notable development, the final SEK8 million was generated from the last operational weeks of Casino Cosmopol’s land-based venue. Svenska Spel, the state-owned entity, closed its last physical casino in April, following the Swedish government’s decision to abolish land-based casinos. As a result, casinos are slated to be banned starting 1 January 2026. Svenska Spel had the option to keep the casino open until the end of 2025 but chose to close earlier due to a shift in ownership directives in Stockholm.
In another significant update, Spelinspektionen announced the impending departure of its director general, Camilla Rosenberg. Rosenberg is scheduled to leave the regulator on 31 October before taking on her new role as director and head of the Swedish Real Estate Agents’ Inspection Authority. Her tenure as director general of Spelinspektionen began in 2017.
Spelinspektionen’s Chairman, Claes Norgren, expressed gratitude for Rosenberg’s service, acknowledging her contributions during a period of substantial changes within the gambling industry. He remarked that the operations of the regulatory body would continue without disruption while a search for her successor is underway. The chairman’s words reflected the sentiment that Rosenberg’s leadership had been pivotal during a transformative era for Sweden’s gambling market.
While the data points to a thriving online gaming environment and strong state-owned lottery performance, the contrasting decline in “gaming for public benefit” lotteries presents a complex picture of Sweden’s gambling landscape. Some industry experts suggest that the fluctuation in revenue streams could be a reflection of shifting consumer preferences, with a growing demographic favoring the convenience and variety offered by online platforms.
On the other hand, traditional gaming forms like lotteries and physical slot machines continue to maintain a loyal customer base, as evidenced by their impressive growth figures. This dichotomy in consumer behavior may also be attributed to cultural factors and generational differences in gaming preferences.
Looking ahead, the Swedish gambling market is poised for further evolution, particularly with the impending ban on land-based casinos. As the industry braces for this change, operators may need to innovate and adapt their strategies to align with the digital shift and meet evolving consumer expectations.
The transition in leadership at Spelinspektionen also signals a potential shift in regulatory focus or strategy. As Rosenberg’s successor is yet to be appointed, industry stakeholders are keenly watching how this leadership change will impact the regulatory landscape. Some believe that the new director general may bring fresh perspectives that could influence future policy directions.
In conclusion, Sweden’s gambling industry is experiencing a dynamic phase, characterized by steady growth in online gaming revenue, a resurgence of state-owned lotteries and slots, and significant regulatory shifts. As the sector continues to navigate these changes, the interplay between tradition and innovation remains a critical factor in shaping its trajectory.
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