In Sweden, a survey conducted in 2025 by the affiliate Casinofeber found that approximately 18% of the population engaged in online casino gaming and 24% participated in online sports betting. This study, conducted amid a shifting regulatory landscape, holds importance for its insights into consumer behavior and market trends at a time when Sweden is tightening its gambling regulations. The survey, which included responses from 3,463 individuals and analyzed 1,004 active iGaming participants, took place from July 3 to July 17, 2025.
The research highlighted that slot games remain the most popular form of online casino entertainment, with nearly half (49%) of casino players favoring them. Among sports bettors, football betting was predominant, with 63% having placed bets on the sport within the year. These findings present a snapshot of the Swedish online gambling market’s preferences and offer crucial data for regulators and operators in assessing the current state of the industry.
Demographic differences were clear between casino and betting participants. Men comprised 62% of the betting segment, while the casino gaming sector showed a more balanced gender distribution with 55% being male. The age of most participants ranged from their 30s to 40s, and many were in full-time employment. Spending habits indicated moderate engagement, with most players reporting monthly expenditures under SEK99 (approximately $10) or between SEK200 and SEK999 (up to $110). A smaller portion, 17% of casino players and 10% of betting players, reported spending SEK1,000 or more monthly on gambling activities.
An area of concern highlighted by the survey was the lack of awareness among players regarding the licensing status of operators. A significant 65% of online casino participants did not know how to verify if an operator was licensed by Swedish authorities. Furthermore, 18% confessed to using unlicensed gambling sites, echoing Spelinspektionen’s report of an 85% channelization rate in 2024. This indicates ongoing challenges in steering Swedish players towards regulated platforms.
Issues related to bonuses and withdrawal processes were also prevalent. About 35% of casino players utilized bonuses, with 27% facing difficulties, primarily due to ambiguous terms and conditions and challenges in withdrawing winnings. Although over 50% found withdrawal processes straightforward, a significant minority encountered occasional or regular difficulties.
These findings emerge as Sweden intensifies its regulatory approach. In late 2025, Erik Eldhagen was appointed as the state secretary overseeing gambling regulation, working under Financial Markets Minister Niklas Wykman. This appointment is part of a broader governmental effort to bolster enforcement against unlicensed operators and enhance supervision of the regulated market. Upcoming reforms aim to extend the reach of Sweden’s gambling legislation to better address offshore operators and include consumer protection measures like the prohibition of gambling with credit, set for implementation in April.
Local policy discussions have raised concerns about the equilibrium between regulation, taxation, and market channelization. Hasse Lord Skarplöth, the outgoing CEO of Sweden’s ATG, has advocated for a differentiated tax model. He argued for sparing racing betting from tax hikes, drawing parallels to similar reforms enacted in the United Kingdom.
The next steps involve a careful balancing act. The Swedish government is poised to refine its regulatory framework further to safeguard consumers while ensuring that the licensed market remains compelling enough to deter players from seeking unregulated alternatives. The effectiveness of these measures will likely be observed in the upcoming regulatory reviews and market responses as stakeholders adapt to the evolving landscape.
3.9/5
