Sweden gambling channelisation is the big number everyone watches. Spelinspektionen – the Swedish Gambling Authority – says it averaged 85% across the competitive market in 2024. That reads broadly flat year on year, but the mix underneath matters.

• The regulator used two lenses: a player survey and web-traffic modelling that converts Swedish visits into estimated turnover. Each method captures different behaviour – survey spend per session versus frequency of site visits. The authority then took the average of both indicators to land on 85%.

• Survey results point to 88% channelled by money on the competitive market and 96% by players; online came in at 91% by money. Within that, betting was stronger than casino: 92% vs 82% (money) and 98% vs 94% (players). That split shapes the overall Sweden gambling channelisation figure.

• Internet-traffic estimates (adjusted to turnover) showed 82% channelled for the competitive market. Betting again outperformed at 96%, while online casino trailed at 72%. The regulator noted “a strong correlation between turnover and visits” when validating the method.

• The headline 85% is slightly below 2023’s 86%. That marginal decline aligns with weaker casino channelisation. Betting resilience continues to support Sweden gambling channelisation overall.

• Reasons for choosing unlicensed sites were consistent: perceived better winnings, Spelpaus.se self-exclusion, and bonus offers. Bonus-seeking also appeared alongside claims of missing games and alternative payments. Many “don’t know” respondents were actually found to have played on licensed sites when cross-checked by domain.

• Sample and scope: 5,767 adults surveyed in May–June 2025; 4,261 had gambled in the past year. The survey focused on the latest gambling occasion to improve spend recall. Soft validation asked respondents to confirm unusually high stakes (≥SEK 10,000).

• Traffic make-up matters: skinbetting sites attracted a large share of unlicensed visits in 2024, so core indicators exclude them. Time-on-site shares generally ran higher for licensed domains than visit shares, hinting at deeper sessions on regulated sites. App play is largely a licensed-market phenomenon and is under-captured by web traffic alone.

• Market mapping identified 2,032 unlicensed domains by mid-April 2025, most offering online casino or casino plus betting. A minority are geoblocked from Sweden and excluded since they rarely lead to play. The regulator stresses all measures are estimates due to missing full data on offshore spend.

• Definitions: channelisation is the share of total competitive-market turnover captured by Swedish-licensed operators. Competitive segments include commercial online gambling and betting, land-based commercial play and international-ferry gaming. In 2024, licensed net revenue totalled SEK 27.8bn, of which SEK 18.1bn came from the competitive market.

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