ATG Says Sweden’s Channelization Rates Have Improved

ATG has published its quarterly review of Sweden’s gaming market, reporting an increase in player channelization toward legal operators. Despite that, offshore gaming remains a significant challenge.

ATG Reports Channelization Rate of 74-85%

In its official report, ATG said that Sweden’s estimated channelization rate has reached 74-85%, marking a noticeable improvement from 70-82% in Q3 2024. While the channelization figures reported by ATG are consistent with the Spelinspektionen’s estimations, they also show that Sweden continues to fall short of its channelization target of 90%.

According to the sports betting operator, this change suggests that more players are choosing to wager with licensed companies. It noted that the positive change could be tied to the country’s ongoing efforts to crack down on illegal gaming.

ATG postulated that making offshore operators harder to reach would make consumers less likely to play with them. This may offset some of the player positives offshore operators offer (such as better bonuses and access to products that may otherwise be prohibited), resulting in better channelization toward legal operators.

ATG has long promoted stricter regulations and better enforcement of Sweden’s regulations, saying that this is the only sure way to create a gaming ecosystem where players can enjoy gaming safely. Among other things, the operator has supported improved player protections and clearer restrictions for violators.

The Current Restrictions May Be Insufficient

ATG’s findings show that 16 of the top 20 unlicensed gaming operators in Sweden use the same platform providers as legal companies. In the meantime, 8 of the top 20 offshore websites allow direct deposits via BankID, despite lacking a license.

Although some of these sites have been banned by the Spelinspektionen, they continue to operate regardless, shedding some doubt on whether the current enforcement is sufficient.

ATG concluded that understanding illegal operators is the first step toward tackling the black market issue and ensuring that Swedish players pick the legal alternative.

Spelinspektionen Published Its Q3 Report

ATG’s report comes several days after the Spelinspektionen reported that the local gambling industry had grown a modest 0.5% in Q3 2025 compared to Q3 2024. In its quarterly report, the authority said that the country’s total gaming revenue reached the SEK6.71 billion ($709 million) mark.

In other news, the Spelinspektionen just issued a regulatory notice to SkillOnNet after finding that the logged-out version of its Prime Casino’s website failed to display the required responsible gaming messaging.