Market facts: Sweden

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Discover key facts, trends, and regulatory insights about the markets where Finnplay operates. Whether you're entering Europe’s most mature markets or tapping into fast-growing regions, our platform and expertise help you navigate local requirements with ease.

Sweden iGaming Market – A Premier Growth Hub 

Sweden’s regulated iGaming market is a powerhouse of opportunity, backed by a robust regulatory framework, high player confidence, and cutting-edge digital infrastructure.

With strict Spelinspektionen licensing, Sweden guarantees compliance, responsible gaming, and a highly competitive space for casinos, sports betting, and lotteries. 

swedish flag

Finnplay’s state-of-the-art iGaming platform seamlessly connects operators, players, and regulators, driving success in this thriving market. 

Swedish Market

10.5M

Population

Sweden boasts a population of 10.5 million (2025) with one of the highest internet penetration rates globally. 

A digitally advanced player base fuels the rapid expansion of online gaming 

27.85B

Total GGR

Sweden gambling revenue edges up to SEK27.85 billion in 2024, with projections showing continued robust growth. 

Online gaming leads the market, driven by high mobile adoption and tech-savvy players. 

6

Regulated years

Sweden enacted the Gambling Act, officially launching its regulated online gambling market in 2019. 

Spelinspektionen (Swedish Gambling Authority) ensures strict licensing, compliance, and responsible gaming policies. 

85-90%

Channelisation rate

85-90% channelization rate, reinforcing player confidence in licensed platforms. 

Strong enforcement against unlicensed operators safeguards market integrity. 

B2B, B2C iGaming

B2B & B2C iGaming  

€1.9 billion Online Gaming GGR in 2023-2024. 

B2C Operators generate revenue through online casinos, sports betting, and lotteries. 

B2B Providers drive innovation with platforms, game content, payment solutions, and cutting-edge technology. 

100+

iGaming Licenses 

As of 2024, there are around 100 licenses issued in Sweden for various types of gambling, including online casinos, bookmakers, and lotteries. 

2019—2021

Recent Year Growth 

2019: Market launched with 60+ licensed operators. 

2020-2021: Gradual expansion, with a 25% increase in licensed operators. 

2022-2023

Recent Year Growth 

2022: Strong growth, reaching 90+ licensed operators (~30% increase from 2020). 

2023: Introduction of mandatory B2B supplier licenses, with 12 new licenses issued (~13% growth). 

2024

Recent Year Growth 

2024: Over 100 total licenses (~10% annual growth), covering online casinos, bookmakers, and lotteries.

Emerging Trends in Sweden’s iGaming Market 

Sweden’s iGaming sector is evolving with stricter regulations, tax reforms, and shifting player trends. Operators must adapt to new compliance measures while seizing growth opportunities. 

Key Trends to Watch:

  • Enhanced Responsible Gaming Regulations – Stricter deposit limits and self-exclusion policies on the rise.
  • Taxation Reforms – Potential adjustments in gambling tax rates for long-term market stability.
  • Industry Consolidation & M&A Growth – Increasing mergers & acquisitions among top-tier operators.
  • Shifting Demographics – Younger audiences (18-24 age group) are shaping next-gen gaming trends. 

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Sweden iGaming Regulations – Secure, Fair & Profitable 

Sweden’s iGaming industry is highly regulated, ensuring fair play, player safety, and compliance under Spelinspektionen’s strict oversight. The 2019 Gambling Act established a robust licensing system, requiring operators to meet high compliance standards, including AML, GDPR, and responsible gaming policies. 

Key Regulatory Highlights 

Licensed & Regulated

Spelinspektionen enforces strict compliance for a transparent and fair market. 

Channelization Rate

90% Channelization Rate – A trusted, highly regulated iGaming market with minimal illegal competition. 

GDPR & Player Protection

Strict privacy laws, deposit limits, and self-exclusion programs (Spelpaus) safeguard players. 

Taxation

18% iGaming Tax – Competitive tax structure for sustainable operator success. 

Market Integrity

Strict compliance measures and diligent oversight ensure transparent and fair market operations. 

Why Finnplay? Your Competitive Advantage 

Finnplay’s fully compliant, market-ready iGaming platform ensures operators stay ahead in Sweden’s evolving regulatory landscape. With seamless compliance updates, advanced responsible gaming tools, and a next-gen gaming experience, Finnplay empowers operators to dominate Sweden’s thriving iGaming sector. 

Maximize compliance. Expand smarter. Lead the Swedish iGaming revolution—with Finnplay! 

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Check out our other markets: The Netherlands, Lithuania, Finland, Hungary, Estonia, Romania and Mexico.

References

Kansino.nl

"A very solid platform allowing us flexibility to be unique and local. This, together with a strong and agile team, makes Finnplay a great partner." -Mika Vasara, COO Play North OU

Vegas.hu

“Given Finnplay's outstanding technical expertise, and their understanding of the Hungarian market, they are the perfect partner for us.” - Samuel Falconello Jr

Playdoit.mx

“This one is easy, it’s simply the best option in the market since it’s a company with ethics, sense of responsibility and trustworthiness, if we add that it’s avant-garde and is constantly updating under the best worldwide quality norms and standards, We think it’s not rocket science to choose it”. - Roberto J. Müller I, CFO

7Bet

"We have realized that we‘ve made the right choice choosing Finnplay as our platform partner starting from day 1 of our cooperation. Team, Dedication, Processes and result orientation has been a perfect match for our expectations.“ Justinas Šliažas, CEO