Sweden has been working hard to enhance the local market and ensure that market channelization hits the desired marketing rates.
However, a new survey conducted by Enkätfabrikenon behalf of Spelinspektionen, the country’s gambling authority, reveals that the country’s players still struggle with identifying regulated gambling sites, and telling them apart from potential bad actors that target citizens without the necessary licenses to operate games of chance.
New Swedish study points to a lack of awareness about illegal operations
The survey interviewed a total of 1,644 respondents, with 53% males and 47% females. Out of the total, 1,164 people had gambled in the 12 months before the interview questions. Enkätfabrikenconducted its poll in November 2024.
The survey is important as it helps flesh out the reason why channelization in Sweden has been somewhat underwhelming. In the survey, respondents confirmed that playing at a regulated casino was important to them – some 42% responded in the affirmative, which was an improvement on the survey’s past iteration, when only 28% confirmed as much.
Enkätfabriken also sought players’ input on whether there were specific benefits to playing at regulated gambling sites, something that the government and the regulator have maintained as true. The public opinion was split, with 47% confirming that regulated gambling sites were better, but notably, 47% said that they weren’t sure.
What this suggests is that there is still unawareness about the dangers of the black market in the country, and how unregulated gambling sites are not obligated by law to uphold strict consumer protection standards. Just a fraction of all interviewees, 6%, responded that there was no real upside to sticking to the regulated market, and viewed the option as a toss-up.
The root of the problem is complex but solvable
As channelization remains arguably a problem in Sweden, the Enkätfabrikensurvey could help stakeholders and lawmakers better understand why this is, potentially a lack of awareness for the regulated market, and a lack of clear delineation between regulated and unregulated gambling sites.
A report from ATG, the national horseracing operator, argued that channelization in the country is hard to pinpoint with precision and could be anything between 69% and 82%. Part of the issue is also attributed to the fact that some illegal operators are exploiting a regulatory loophole, which puts them in a grey area by providing Swedish players with gambling options in English and using euros as their currency instead of the Swedish krona.
Trade bodies have already called for the end of this loophole, which should allow the country to further limit the influence of the black market.
