Svenska Spel presents detailed roadmap with 18 proposals to transform Swedish gambling regulation

• The 42-page report identifies young people and women as particularly vulnerable groups requiring enhanced protection measures in Sweden’s gambling market
• Key recommendations include stricter rules for online casinos, DNS blocking of unlicensed operators and introduction of risk-based classification systems
• Proposals target three core areas: stronger youth protection, blocking unlicensed sites and implementing differentiated marketing restrictions for high-risk products

Svenska Spel has published a comprehensive 42-page report outlining 18 specific proposals to strengthen gambling regulation in Sweden, with particular focus on protecting vulnerable populations. The document, titled “Kampen om spelmarknaden” (The Battle for the Gaming Market), presents a detailed framework for addressing ongoing regulatory challenges seven years after market re-regulation.

“Seven years later, we are far from there. Unlicensed operators still have a large presence, gambling problems are increasing among young people and women – and it is among high-risk games such as online casinos that growth almost exclusively occurs. This is a development that threatens both consumer protection and confidence in the regulated gambling market.” said Anna Johnson, CEO of Svenska Spell.

Vulnerable groups face heightened risks

The report identifies specific threats facing different demographic groups, with particular attention to emerging risks for young people. Svenska Spel highlights lootboxes, skin betting and unregulated streaming content on platforms such as Twitch and Kick as major concerns that blur the distinction between gaming and gambling.

For individuals under 25, the proposals include implementing stricter spending limits and enhanced consumer protection measures. The report argues these activities expose minors and young adults to riskier behaviours at an early age.

Women face distinct gambling-related risks according to the analysis, with research showing they may develop problems more rapidly than men and are more likely to experience concurrent issues. The report notes that whilst men and women are attracted to different gambling products, regulatory frameworks have not sufficiently addressed these gender-based distinctions.

Risk-based regulatory approach

Svenska Spel advocates for differentiated regulation based on product risk levels, particularly targeting online casinos as inherently higher-risk products. The proposals suggest implementing stricter marketing rules for online casinos rather than applying uniform restrictions across all gambling verticals.

The report supports introducing a risk classification system for games, enabling more targeted regulatory responses to different product categories. This approach would allow for more nuanced consumer protection measures tailored to specific gambling formats and their associated harm potential.

The recommendations include enhanced technical measures against unlicensed operators, specifically calling for DNS blocking of illegal gambling sites. Johnson described such blocking as “a natural next step” that would strengthen both the licensed market and consumer protection.

Market channelisation concerns persist

Sweden’s gambling market continues to struggle with channelisation rates below the government’s 90% target, with current estimates suggesting only 77% of sports betting and 60% of online casino activity occurs through licensed operators. The report notes that channelisation remains stuck below 85% across all verticals, meaning substantial numbers of Swedish players continue using unlicensed providers.

The proposals build upon recent legislative initiatives, including investigator Marcus Isgren’s September 2025 recommendations to strengthen enforcement against illegal operators. Svenska Spel expressed strong support for these parallel efforts, emphasising the need for coordinated action across regulatory and enforcement frameworks.

Looking forward, the company argues that concrete and feasible solutions exist to address current market deficiencies. The report positions these 18 proposals as essential steps toward restoring trust in Sweden’s regulated gambling environment and ensuring sustainable long-term market development.