Sweden

A new consumer survey highlights the growing influence of digital gambling in Sweden, revealing that nearly one in six citizens participated in online casino gaming during 2025. The research also shows that almost a quarter of respondents placed sports bets online during the same period. Slot games remain the most popular casino product, while football dominates the sports betting market. The study further indicates that spending levels among most players remain relatively modest, although a notable share admitted to using unlicensed gambling platforms.

Soft2Bet has launched Lodur, a Viking-inspired online casino and sportsbook tailored specifically for the Swedish market. The new brand blends Norse mythology aesthetics with localized payment solutions, sports coverage and live casino experiences designed for Swedish players. A standout feature is its “Island system,” a persistent progression model integrating social casino mechanics and competitive player-versus-player simulations.

Svenska Spel, Sweden’s state-owned gaming operator, reported year-on-year growth in both net gaming revenue and net profit for fiscal year 2025, even as it exited the land-based casino business. The closure of the final Casino Cosmopol venue in the second quarter marked the end of an era for physical casino gaming in Sweden. Despite this structural shift, the company generated SEK7.69 billion in net gaming revenue for the year ended Dec. 31, 2025, reflecting a 2% increase compared with the prior year.

Sweden has taken a landmark step in regulating online gambling by charging its first social media influencer for promoting casino services without proper authorization. The case underscores the country’s strict enforcement of gambling laws, which aim to protect consumers and maintain industry integrity. Authorities are increasingly scrutinizing digital marketing channels, emphasizing compliance with licensing rules, advertising restrictions, and responsible gaming principles.

Sweden’s gambling sector demonstrated resilience in the face of operational disruptions, recording revenue of SEK 7 billion during the latest reporting period. This performance comes despite the temporary closure of land-based casinos, underscoring the strength of digital gaming platforms and state-regulated lotteries. The shift highlights how consumer behavior is gravitating toward online channels, with sports betting and iGaming compensating for losses in physical venues.

Sweden’s gambling sector reported revenue of SEK 7 billion in the first half of the year, underscoring the resilience of the market despite continued closures of physical casinos. The figures highlight the growing dominance of online betting platforms, which have successfully absorbed much of the demand during periods when land-based operations remained shuttered. Analysts suggest that consumer behavior is undergoing a permanent shift, with digital channels taking center stage.