Illegal Gambling Traffic in Sweden Rises Tenfold Since 2019, ATG Report Reveals
Illegal site visits in Sweden have surged tenfold since 2019, according to a new report from AB Trav och Galopp (ATG), highlighting growing challenges for the country’s regulated gambling market.
Published on 4 December, ATG’s Q3 findings estimate Sweden’s channelisation rate—defined as the proportion of players engaging with licensed operators—was between 70% and 82%. This falls short of the 86% reported by Spelinspektionen, Sweden’s gambling authority, in October, and remains below the government’s 90% target for licensed operators.
The report indicates significant growth in traffic to unlicensed gambling websites. Visits to these sites have increased tenfold since 2019, with unregulated gambling estimated to generate up to SEK150 billion annually. This figure, ATG notes, is comparable to the total cost of operating all primary schools in Sweden.
ATG CEO Hasse Lord Skarplöth criticised government regulations, describing them as “counterproductive.” He stated:
“To simultaneously make such high demands on us licensed gambling companies, while these enormous sums escape regulation and control, is both unreasonable and counterproductive.”
Channelisation rates for online casinos were particularly concerning, ranging from 60% to 75%. Sports betting fared slightly better, with channelisation estimated at 77% to 87%. These figures reflect assumptions that consumers spend significantly more on unlicensed sites compared to regulated platforms.
ATG’s report highlighted the top 20 unlicensed websites frequented by Swedish consumers. Among these, eight offered direct banking options for Swedish users, and only two appeared on Spelinspektionen’s ban list. Unlimitcasino.com led the unlicensed market with 159,320 visitors in Q3, followed by Refuelcasino.com and Luckyjungle.com, operated by Infiniza Limited.
While traffic to Unlimitcasino.com and Refuelcasino.com has declined in 2024, Luckyjungle.com experienced the highest visitor growth, despite entering the Swedish market just a year ago.
In response to these challenges, Skarplöth affirmed ATG’s commitment to combating illegal gambling, stating:
“ATG will do what we can to contribute to the fight against the unlicensed gambling companies… until the licensed companies have a monopoly on gambling in Sweden.”
The report underscores the pressing need for enhanced regulatory measures to address the proliferation of unlicensed gambling sites. Without significant intervention, channelisation rates may remain below government targets, further impacting Sweden’s regulated gambling industry.
