Sweden’s Gambling Market Shows Modest Growth amid Policy Debates

Sweden’s regulated gambling industry experienced a slight increase in second-quarter revenues, rising to SEK 7.02 billion ($750 million). According to recent data released by Spelinspektionen, the Swedish Gambling Authority, the figure represents an improvement of 1.9% compared to the same period last year and a more notable 5.9% increase from the previous quarter. However, some stakeholders warn of rising issues.

Most Metrics Recorded Steady Growth

Commercial online gambling, covering both casino and sports betting, remains the primary revenue driver for the market. Revenues here reached SEK 4.63 billion ($494 million), a 1.4% year-on-year growth. This jump is significant, as Q2 2024 benefited from a surge in betting activity related to the opening matches of the Euro 2024 soccer tournament. While that sudden hike created a tough benchmark, operators managed to edge higher this year.

State lottery and slot machine operations kept their traditional position as standout growth segments. Revenues in this area surged by 10.2% to SEK 1.42 billion ($152 million), marking the fastest rise among all categories. Robust demand for lotteries and state-run slots provided a vital buffer, offsetting downturns in other revenue categories and showcasing shifting industry trends.

“Public benefit” lotteries did not fare as well. That category contributed SEK 846 million ($90 million) in revenues, a 5.3% year-on-year decrease. Bingo held steady, remaining at SEK 49 million ($5.2 million). Land-based commercial gaming contributed a modest SEK 63 million ($6.7 million). While minimal, this result underscores the continuing appeal of on-site slot machines in restaurants and other venues, potentially revealing an underexplored market niche.

Sweden Navigates a Shifting Gambling Landscape

The figures also capture the closing chapter of Casino Cosmopol. Sweden’s last state-owned casino in Stockholm wound down operations by April 2025. The last months of its operation added just about SEK 8 million ($854,000) to the national total. Besides revenue, questions on regulations and market structure still dominate industry discourse. Channelization stood at 85% in 2024. While that marks a slight drop from 86% in 2023, it is still a gargantuan leap when compared to pre-2019 levels.

Spelinspektionen director general Camilla Rosenberg, who was instrumental in Sweden’s transition to a licensed system, will leave her post on October 31. She will take over as head of the Swedish Real Estate Agents’ Inspectorate (FMI) starting November 1. Rosenberg’s early departure closes a chapter that began in 2017, as she steered the authority through what was perhaps one of its most momentous reforms.

This leadership shift comes at a time of renewed lobbying from Branschföreningen för Onlinespel (BOS), the online gambling trade association. BOS recently sent an official letter to the government, advocating for a broad inquiry into gambling rules and pressing for adjustments such as a relaxation of the strict bonus ban. The group contends that current measures could divert certain players towards illegal sites, threatening the regulated sector.