Sweden Channelisation Rate Rises in ATG’s Q3 2025 Update

Sweden’s online gambling market shows steady progress as new data highlights a stronger Sweden channelisation rate during the third quarter of 2025. ATG’s latest figures indicate an improvement driven by lower traffic to unlicensed operators and more consistent player engagement with licensed brands. The update marks one of the most positive shifts since the country introduced its modern gambling framework in 2019.

Q3 2025 Shows Higher Channelisation

ATG estimates that Sweden’s overall channelisation rate now sits between 74% and 85%, depending on how analysts calculate average revenue per visit. This range sits above the figures from Q3 2024, which fell between 70% and 82%. The improvement indicates that more players choose licensed platforms, even as offshore sites continue to target Swedish consumers.

Spelinspektionen, the national regulator, previously placed the 2024 channelisation level at around 85%, which matches the upper limit of ATG’s calculations. Although the latest results fall short of Sweden’s political target of 90%, the upward trend shows that regulatory pressure and industry compliance are producing measurable results.

Casino Performs Weaker Than Sports Betting

ATG’s breakdown highlights clear differences between verticals. Sports betting maintains strong channelisation, reaching around 90% in one scenario. Online casino performs weaker, with around 79% when analysts use the same methodology.

If analysts assume that unlicensed operators generate 20× higher average revenue per visit, the online casino channelisation estimate drops to roughly 65%. This gap reveals ongoing challenges within the casino segment, where aggressive offshore competition remains strong.

Visits to Unlicensed Sites Are Falling

ATG also reports a steady decline in player visits to unlicensed platforms. In Q1 2024, unlicensed sites captured about 3.4% of total traffic. By Q3 2025, that share dropped to 2.3%. The reduction suggests that efforts against illegal advertising, payment blocking, and domain intervention are working.

ATG CEO Hasse Lord Skarplöth supports further action to strengthen the regulated market. He argues that Sweden must reinforce its responsible-gambling framework and reduce the appeal of unlicensed operators. He also suggests stricter bonus rules as a way to push more players toward licensed sites.

Pressure on Regulators and Operators

The updated figures place both regulators and operators under renewed pressure. Sweden needs to close the remaining gap to reach its channelisation target, while operators must refine their responsible-gambling tools and retention strategies. The Sweden channelisation rate remains a key indicator of market health and regulatory success, and the latest improvement signals that Sweden is moving in the right direction.

Final Thoughts

The latest ATG update shows a clear rise in the Sweden channelisation rate, driven by reduced unlicensed activity and stronger engagement with licensed brands. While online casino still underperforms sports betting, the overall direction remains positive. Sweden now faces the challenge of building on this momentum and closing the small but persistent gap that prevents the market from reaching its 90% target.