Sweden channelisation rate has become a key discussion point again. ATG’s latest quarterly report points to rising player movement toward licensed brands. But the growth comes with a clear warning about the stubborn scale of unlicensed gambling – see more details:

• ATG estimates Sweden’s channelisation rate at 74-85% for Q3 2025, surpassing last year’s 70–82% band. The company says more players are choosing licensed operators backed by consumer protection and oversight. “Efforts to combat unlicensed operators are beginning to have an effect,” according to ATG’s CEO Hasse Lord Skarplöth.

• ATG argues that unlicensed gambling still maintains high activity levels, despite the stronger Sweden channelisation rate. Website traffic from Sweden to offshore platforms has increased tenfold since 2019. The operator says a sharper legal framework will be essential to reverse this trend.

• ATG highlights that 16 of the 20 most-visited unlicensed sites in Q3 2025 ran on the same platform providers used by regulated brands. Eight of those sites enabled direct deposits and withdrawals from Swedish bank accounts via BankID. Three were already on the Spelinspektionen (Swedish gambling regulator) prohibition list.

• The Swedish government’s September 2025 legal proposal aims to make offering gambling without a licence illegal. Legislators want to close commonly exploited loopholes and reinforce enforcement tools. If timelines hold, new rules could take effect in 2027.

• AB Trav och Galopp (ATG) is wholly owned by the trotting and gallop racing industry offering its gaming products in ca. 1,500 stores and digitally, primarily via atg.se (betting on horse racing and sport events and casino games). In the 2024 the group recorded a revenue of SEK 6.2 billion (ca. EUR 561 million).  Surplus goes to equestrian sports, and in 2024 ATG financed its owners, Svensk Travsport and Svensk Galopp, with a total of approximately SEK 2.3 billion (ca. EUR 208 billion).

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