Swedish Gamblers Remain Unclear About Illegal Gambling Websites

Sweden has been diligently striving to strengthen its local market and achieve optimal marketing channel distribution. However, a recent survey by Enkätfabriken, commissioned by Spelinspektionen, the national gambling authority, indicates that players in Sweden still face difficulties distinguishing between licensed gambling sites and unlicensed operators that target citizens without proper authorization.

The survey, conducted by Enkätfabriken in November 2024, interviewed 1,644 individuals, consisting of 53% males and 47% females. Among them, 1,164 had gambled within the year prior to the survey. This research is significant in highlighting the challenges surrounding channelization in Sweden, which has been less effective than anticipated. According to the survey results, 42% of respondents stated that playing at regulated casinos was important to them. This marks an increase from a previous survey, where only 28% expressed this view. Enkätfabriken also explored whether players saw specific advantages to using regulated gambling sites, a point often emphasized by the government and regulators. Public opinion was divided: 47% affirmed that regulated sites are preferable, while another 47% were uncertain. These findings suggest a lack of awareness regarding the risks associated with the black market and the fact that unregulated gambling sites are not legally required to adhere to strict consumer protection standards. Only 6% of respondents indicated that there was no substantial benefit to choosing regulated markets, viewing the decision as inconsequential.

Channelization remains a significant issue in Sweden, and the Enkätfabriken survey could assist stakeholders and lawmakers in understanding the reasons behind it. These reasons may include a lack of awareness about the regulated market and unclear distinctions between regulated and unregulated gambling sites. A report from ATG, the national horseracing operator, suggests that channelization in the country is difficult to measure accurately, estimated to be between 69% and 82%. A contributing factor is that some illegal operators are exploiting a regulatory loophole. These operators place themselves in a grey area by offering Swedish players gambling options in English and utilizing euros instead of the Swedish krona. Trade organizations have urged for the closure of this loophole, which would help the country further reduce the black market's influence.