Sweden’s concerted efforts to regulate its gambling market face a persistent challenge: a widespread lack of public awareness about the dangers of unregulated gambling platforms. A recent survey conducted by Enkätfabriken on behalf of Spelinspektionen, Sweden’s gambling regulator, reveals that nearly half of Swedish gamblers remain unsure about the risks associated with unlicensed operators. Despite clear government initiatives to promote market channelization, these findings underline that significant work remains to achieve full compliance and consumer protection in the online gambling ecosystem.

Survey Highlights Public Confusion on Regulated and Unregulated Platforms

A comprehensive study conducted by Enkätfabriken in November 2024 surveyed 1,644 individuals, comprising 53% male and 47% female respondents. Of these, 1,164 participants had engaged in gambling activities within the past year.

The survey aimed to assess public understanding of regulated versus unregulated gambling sites. Encouragingly, 42% of respondents indicated that playing at a licensed casino was important to them—a noticeable improvement from the 28% recorded in a prior survey iteration.

However, a deeper look into the data reveals lingering concerns. When asked whether regulated sites offered specific benefits, 47% agreed, but an equal 47% remained uncertain, underscoring a widespread lack of awareness regarding the security and consumer protection mechanisms enshrined in Sweden’s licensed gambling framework.

Misconceptions About the Regulated Gambling Market Persist

The study highlighted a critical information gap among Swedish gamblers. Only a marginal 6% of respondents outright dismissed the advantages of regulated gambling, indicating they perceived little difference between licensed and unlicensed operators.

This split in perception suggests that the Swedish public is not fully informed about the dangers posed by unregulated operators, which typically operate without obligations to uphold responsible gambling standards, consumer data protection, or dispute resolution mechanisms.

Such findings illustrate why Sweden’s channelization efforts—the strategic redirection of gamblers toward licensed, regulated operators—have produced mixed results, despite strong regulatory backing from Spelinspektionen.

Structural Challenges Hampering Market Channelization

As Sweden strives to boost channelization rates, stakeholders are increasingly pointing to underlying structural issues illuminated by the Enkätfabriken survey. The root of the problem, analysts argue, lies in two primary areas:

• Lack of Public Awareness: Many players still struggle to distinguish between regulated and unregulated platforms.
• Grey Market Loopholes: Some offshore operators exploit regulatory ambiguities by targeting Swedish consumers with English-language websites and euro-denominated transactions, circumventing the intended protections of Sweden’s gambling laws.

These factors collectively weaken Sweden’s ability to channel players exclusively into its licensed market and expose consumers to the risks of fraud, unfair gaming practices, and lack of responsible gambling measures.

Channelization Rates: A Moving Target

Quantifying Sweden’s channelization success remains challenging. According to a report from ATG, the national horseracing operator, channelization rates fluctuate between 69% and 82%, depending on the measurement methodology.

While these figures suggest that a majority of players are engaging with licensed platforms, the wide range also indicates significant leakage into the grey and black markets. Notably, Sweden’s stated goal has been to achieve a channelization rate above 90%, underscoring the urgency to address current shortcomings.

Calls to Close Regulatory Loopholes

Trade associations and industry bodies are increasingly vocal about the need to eliminate the loopholes that allow illegal operators to function within Sweden’s borders. By operating in English and offering transactions in euros, these rogue sites create confusion for Swedish consumers and complicate enforcement efforts.

Policymakers are under mounting pressure to refine the regulatory framework to close these gaps, ensuring that Swedish players can clearly and confidently distinguish licensed operators from illegal ones.

Conclusion: Sweden’s Gambling Market at a Crossroads

Sweden’s ambitious project to create a safe, regulated online gambling environment has made measurable progress but continues to face significant headwinds. The findings from Enkätfabriken’s survey reveal that nearly half of Swedish gamblers remain uncertain about the benefits of choosing regulated platforms, and a small yet persistent minority sees no difference at all.

Without stronger public education campaigns and decisive regulatory reforms to close exploitable loopholes, Sweden’s channelization efforts risk plateauing below their target. Achieving the intended consumer protections, tax revenues, and responsible gambling standards will require a renewed focus on both enforcement and awareness-building among the Swedish people.