Summary
- In 2024, Sweden experiences a slight dip in market channelization to 85%, yet the regulator remains hopeful about the future.
- Nearly 96% of players are aware of the regulated market's presence.
- Shifts in product trends and player tastes might be tempting some players to explore unregulated websites.
The Swedish Gambling Authority is tirelessly monitoring the market's channelization rate, aiming to unravel the mysteries behind gamblers' choices. Recent figures reveal a slight decline, with channelization dropping to 85% in 2024.
Sweden reports channelization in slight decline despite high awareness of legal products
In 2023, Sweden reported a channelization rate of 86%, which, while lower than anticipated, still sheds light on the gambling landscape. Channelization, a complex term at its core, measures how many active gamblers in the country are choosing regulated games over offshore options. Despite the channelization rate not being particularly high, it's encouraging to note that 96% of Swedish gamblers have at least once visited a licensed site. This reveals a widespread awareness of legitimate platforms, even if current offerings don't entirely align with all player preferences. Nonetheless, the Swedish gambling regulator, Spelinspektionen, under the leadership of Camilla Rosenberg, remains optimistic about future prospects. Rosenberg asserts that significant strides have been made in curbing the unintended targeting of Swedish players by offshore entities. The offshore gambling that does occur seems to be more of a personal choice rather than a result of aggressive targeting. Sweden's approach involves stringent regulations, holding not only the license holders but also their suppliers accountable. This means that if their products are discovered on any non-licensed site accessible in Sweden, they risk losing their licenses. This comprehensive strategy continues to tighten control over the market, ensuring a fairer and safer gambling environment.
Regulator argues offshore gambling is not due to targeted outside influences
As we look towards the future, the Swedish Gambling Authority is diligently enhancing its verification techniques and refining the approach it uses to track channelization metrics in preparation for the upcoming 2025 market survey. One of the key interests for the regulator is understanding how much of the total gambling expenditure is spent offshore. Before Sweden's market regulation in 2019, an estimated 50% of all gambling expenditures went beyond its borders. Interestingly, in the Netherlands, where the market has also been legalized for several years, the numbers paint a similar picture, with Dutch gamblers still expected to spend around 50% offshore.
