February 8, 2024 2 min read


Sweden’s Top Operators Report Responsible Gambling Progress

The operators reported varying success in urging their players to play responsibly

Svenska Spel, Kindred Group and ATG have published an update on their responsible gambling activities in Sweden in H2 2023. The three major Swedish operators reported positive results in July and continued to strive to reduce harmful gambling in the country throughout the second half of the year.

Svenska Spel Interacted with 1.9% of Its Players

Svenska Spel, for example, reached out to 1.9% of its customers during the second half of the year. Following the intervention, 74.8% of those players, who initially exhibited markers of harm, reduced their gambling. Additionally, 49.7% started making lower deposits than before.

In addition to those who moderated their gambling, 9.4% of all contacted players opted to self-exclude for six months or more. Svenska Spel added that 3.7% of the contacted players excluded themselves for a longer period of time.

Svenska Spel also added that 75.6% of the contacted players within its Sports & Casino segment reduced their gambling and 49.6% reduced their deposits. The Tur arm, meanwhile, recorded fewer interactions. Still, 70.5% of the contacted players there scaled down their gambling, while 49.9% decreased their deposits.

Kindred’s Results Improved

Kindred, on the other hand, had to contact 0.5% of its customers about their spending. The gambling giant explained that 78.2% of the players it contacted reduced their gambling, exceeding the figure recorded in the first half of the year (75.09%). 78.6% of the contacted players, meanwhile, reduced their deposits.

As for excluded players, 2.2% of the customers Kindred interacted with opted to exclude themselves from gambling. According to the company, 1.6% chose an exclusion period of over six months.

Kindred recently published an update to its Journey towards Zero initiative, highlighting its efforts to protect players from harm.

ATG Recorded Fewer Successful Interactions Than in H1

Last but not least, ATG contacted 1.5% of its Swedish player base. The operator also mentioned that 56.4% of those players reduced their gambling. Meanwhile, 59.9% opted to reduce their deposits.

These figures demonstrate a decline from H1 when a higher percentage of contacted players reduced their gambling and deposits.

Finally, ATG said that 1.5% of the consumers it interacted with excluded themselves for at least six months.


Although Fiona doesn't have a long-spanning background within the gambling industry, she is an incredibly skilled journalist who has built a strong interest in the constantly growing iGaming network. The team at GamblingNews.com is glad to have her on our roster to help deliver the best stories as soon as they hit. Aside from writing, she loves to dabble in online casino games such as slots and roulette, both for her own enjoyment and also as research to better improve her understanding of the industry.

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