Market Overview
Sweden re-regulated its online gambling market in January 2019 with the implementation of the Spellagen (Gambling Act). Prior to this, the market operated under a state monopoly for most gambling, while online casino and poker were technically prohibited but widely accessible through international operators.
The 2019 regulation introduced a licensing system allowing private operators to offer online casino, sports betting, and poker legally in Sweden, provided they obtain a license from Spelinspektionen (Swedish Gambling Authority) and comply with strict rules.
Key Market Characteristics
- Population: ~10.5 million
- Internet penetration: >95% (one of the highest in the world)
- Mobile-first: 70-80% of online gambling traffic comes from smartphones
- Payment preferences: BankID, Trustly, and Swish dominate; cards less popular than in other markets
- Language: Swedish (high English proficiency, but local-language content strongly preferred)
- Regulatory climate: Strict advertising rules, mandatory responsible gaming tools, and active enforcement
Regulator: Spelinspektionen
Spelinspektionen is Sweden's gambling regulatory authority, responsible for licensing operators, monitoring compliance, and enforcing responsible gaming standards.
Licensing Requirements
To operate legally in Sweden, operators must hold a license from Spelinspektionen. License types include:
- Online Casino & Poker: Covering slots, table games, live casino, and poker
- Online Sports Betting & Horse Racing: Fixed-odds betting and pari-mutuel wagering
- Online Bingo: Separate category with specific rules
Licensed operators must comply with strict requirements including:
- BankID verification before any deposit or play
- Mandatory deposit limits (players must set limits during registration)
- Connection to Spelpaus.se (national self-exclusion registry)
- Advertising restrictions (no celebrity endorsements, limited bonus promotion)
- Payment method restrictions (certain methods prohibited or restricted)
Enforcement & Penalties
Spelinspektionen actively monitors licensed operators and can impose:
- Warnings: For minor infractions
- Fines: Up to SEK 100 million (~€9-10 million) for serious violations
- License suspension or revocation: For repeated or severe non-compliance
Common violations include inadequate responsible gaming measures, marketing rule breaches, and insufficient KYC procedures.
BankID: Sweden's Electronic ID System
BankID is the cornerstone of Sweden's online gambling verification system. It's a government-backed electronic ID used for banking, government services, and private sector authentication.
How BankID Works for Casinos
- Player clicks "Register with BankID" on casino site
- BankID app opens on smartphone (or QR code for desktop users)
- Player enters BankID PIN code
- Identity data (name, personnummer, address) is shared with casino
- Spelpaus.se registry is checked in real-time (blocking self-excluded users)
- Account created instantly if not self-excluded
Time: 10-60 seconds
Benefits: Instant verification, no document uploads, seamless onboarding
Spelpaus.se: National Self-Exclusion Registry
Spelpaus.se is Sweden's centralized self-exclusion system, managed by Spelinspektionen. Key features:
- Blocking period: Players can self-exclude for 1, 3, 6, or 12 months, or permanently
- Real-time enforcement: Licensed operators check Spelpaus.se during BankID verification; self-excluded users are blocked immediately
- All Swedish-licensed operators: One registration blocks access to all licensed casinos and sportsbooks
- Irrevocable: Cannot be canceled before the selected period ends
Spelpaus.se is widely regarded as one of the most effective self-exclusion systems globally due to BankID integration and mandatory enforcement.
Responsible Gaming Requirements
Sweden's Spellagen imposes strict responsible gaming measures on all licensed operators:
Mandatory Deposit Limits
- Players must set a deposit limit (daily, weekly, or monthly) during registration
- Limits can be lowered immediately
- Limit increases require a 72-hour waiting period (cooling-off period)
- Limits cannot be removed entirely (minimum limit enforcement)
Other Required Tools
- Loss limits: Optional but must be offered
- Session time reminders: Reality checks after extended play
- Self-assessment tools: Questionnaires to identify problem gambling patterns
- Temporary pauses: 24-hour to 30-day cooling-off periods
- Support links: Prominent placement of Stödlinjen (Sweden's gambling helpline) contact info
Advertising Restrictions
Sweden has some of the strictest gambling advertising rules in Europe:
- No bonus-focused advertising: Bonuses cannot be the primary message; must be in separate "offers" section
- Limited celebrity endorsements: Active athletes and celebrities under 25 prohibited from endorsing gambling brands
- No targeting minors: Cannot advertise during children's programming or on platforms primarily used by minors
- Responsible gaming messaging: Must include warnings and links to support resources
- Truth in advertising: Cannot make exaggerated claims about winning probabilities or downplay risks
These rules apply to TV, online, print, and all other media.
Payment Methods in Sweden
Swedish players have strong preferences for local payment methods:
Dominant Methods
- Trustly: Instant bank transfers; most popular deposit and withdrawal method
- Swish: Mobile payment app tied to bank accounts; extremely popular for p2p and e-commerce
- BankID-integrated payments: Some "Pay N Play" casinos use BankID for instant deposit/withdrawal cycles
Less Common
- Credit/Debit Cards: Still used but less preferred than Trustly/Swish
- E-wallets (Skrill/Neteller): Declining popularity due to Trustly convenience
- Bank Transfers: Slow; rarely used for gambling
Payment Restrictions
Sweden restricts certain payment methods for gambling deposits:
- Credit cards: Banned for gambling deposits (since 2020)
- Invoicing services (buy-now-pay-later): Prohibited
These restrictions aim to reduce debt-fueled gambling.
Taxation
Licensed operators pay:
- Gambling tax: 18% of Gross Gaming Revenue (GGR)
- License fee: Annual fee based on operator size
Player winnings are tax-free (no income tax on gambling winnings).
Challenges & Market Dynamics
Channelization (Licensed vs. Unlicensed)
Despite re-regulation, some Swedish players still access unlicensed international operators. Channelization (percentage of gambling done with licensed operators) is estimated at 80-90%, better than many markets but not complete.
Reasons for unlicensed operator use:
- No deposit limits on unlicensed sites
- More generous bonuses (Swedish-licensed operators restricted)
- Game variety (some games/providers unavailable on licensed sites)
Spelinspektionen works with ISPs and payment providers to block unlicensed operators, but enforcement is challenging.
Bonus Restrictions Impact
Sweden's advertising and bonus rules have reduced promotional intensity. While this supports responsible gaming, it also makes Swedish-licensed brands less competitive on bonus value compared to unlicensed competitors.
Licensed Operators in Sweden
Below are Spelinspektionen-licensed operators available to Swedish players. Only operators with valid Swedish licenses are listed.
Summary: Swedish Market Key Points
- Highly regulated with strict responsible gaming and advertising rules
- BankID verification enables instant onboarding and Spelpaus.se enforcement
- Trustly and Swish dominate payments; credit cards banned for deposits
- Strong mobile preference (70-80% of traffic)
- Players expect Swedish-language content and local payment methods
- Spelinspektionen actively enforces rules with significant fines for violations
⚠️ Important Information - Sweden Market Compliance
Spelinspektionen Licensing Requirements: This page only displays operators with valid Spelinspektionen licenses. In Sweden, only licensed operators can legally provide online gambling services. All listed operators have been licensed by Spelinspektionen and comply with Swedish gambling regulations.
Responsible Gaming Requirements: All Swedish-licensed operators must comply with strict responsible gaming requirements, including:
- Mandatory deposit limits (players must set deposit limits during registration)
- Connection to Spelpaus.se (national self-exclusion registry)
- BankID verification (all players must use BankID for identity verification)
- Provision of responsible gaming tools (loss limits, session time reminders, self-assessment tools)
- Display of Stödlinjen (Sweden's gambling helpline) contact information
Age Restriction: The legal gambling age in Sweden is 18 years old. All operators must verify player age.
Payment Restrictions: Since 2020, Sweden has banned the use of credit cards for gambling deposits. This is to reduce debt-fueled gambling.
Advertising Restrictions: Sweden has strict restrictions on gambling advertising:
- Bonuses cannot be the primary marketing message
- Celebrity endorsements by active athletes and celebrities under 25 are prohibited
- Cannot advertise on platforms primarily used by minors
- All advertisements must include responsible gaming warnings
Affiliate Disclosure: This site contains affiliate links. We may earn commissions when users register through our links. This does not affect your costs or the services you receive.
Responsible Gaming: Gambling should be entertaining, not a way to make money. Play only with money you can afford to lose. Set strict limits and seek help if gambling becomes a problem.
Support Resources: Stödlinjen.se | BeGambleAware.org | GamCare.org.uk
Regulatory Authority: Spelinspektionen (Swedish Gambling Authority) - www.spelinspektionen.se
Disclaimer: This guide provides general educational information about Sweden's online gambling market. Regulations change frequently. Always verify current requirements with Spelinspektionen and operator license status on the official registry before engaging with any gambling service.
