In 2025, the Swedish gambling market once again focused on the level of channelization. According to the latest data, the rate stands at around 85%, while the government’s target is 90%. The five-percentage-point gap reflects hundreds of millions of kronor in annual turnover. Analysts, including experts from Vegazone casino, have examined the reasons for this persistent gap.
The market channelization rate shows the share of players using licensed sites. At 85%, roughly 15% of activity remains outside the regulated segment. This affects taxes, operator revenues, and conditions for players.
Since the launch of licensing in 2019, growth in the rate has slowed. Every additional 1–2% in channelization brings tens of millions of kronor. Therefore, the current channelization rate is considered a key indicator of regulatory effectiveness.
Table showing key market parameters
| Parameter | Value |
| Target channelization rate | 90% |
| Current estimate | around 85% |
| Share outside licensed sector | around 15% |
| Start of licensed model | 2019 |
| Main focus of regulation | online gambling |
| Primary regulatory goal | increase share of licensed segment |
| Key performance indicator | activity volume within regulated market |
Where the Remaining 15% of Players and Money Go
Fifteen percent of activity moves to foreign sites without a Swedish license. Players choose them for flexible registration, large bonuses, and game variety.
Offshore casinos offer multi-tier loyalty programs and casino bonuses unavailable on licensed platforms. Foreign sites also often provide a wider catalog of game providers and payment methods.
Many users combine licensed and offshore platforms, comparing conditions, payout speed, and promotions. The fight for every percentage of channelization remains important for the market.
Table showing factors affecting player decisions
| Factor | Impact |
| Size of welcome offer | High |
| Availability of VIP programs | High |
| Number of game providers | High |
| Registration speed | Medium |
| Range of payment methods | High |
| Local regulation | Medium |
| Loyalty program conditions | High |
| Exclusive tournaments and promotions | Medium |
What This Means for Players in Sweden and Europe
The presence of 15% of players outside the licensed segment affects service availability, identity verification, and payout speed. In Sweden, the key tool remains BankID verification, providing instant identification and fraud protection.
Across Europe, similar customer verification systems are actively being implemented. Source-of-funds checks, payment analysis, and documentation have become standard for major operators.
The growth of digital identity allows registration and age verification processes to be automated. According to Spelinspektionen, the licensed segment continues to expand even with enhanced identification.
Table comparing licensed vs unlicensed user experience
| Parameter | Licensed Segment |
| Identity verification | Automated |
| Age verification | Mandatory |
| Payment control | Full |
| Account protection | Enhanced |
| Registration speed | From a few minutes |
| Withdrawal verification | Required |
| Self-exclusion option | Available |
| Responsible gaming control | Continuous |
| Operational transparency | High |
Who Benefits from the Current Situation
Licensed operators receive the majority of turnover, but competition with offshore sites persists. International casino operators use flexibility and marketing tools to attract some players.
Licensed operators maintain user trust and stable gaming revenue streams. The difference between 85% and 90% channelization in monetary terms equates to tens of thousands of active accounts and significant betting volumes.
Table comparing licensed and offshore segments
| Parameter | Licensed | Offshore |
| Regulatory control | Full | Limited |
| Tax revenues | Yes | No/minimal |
| Identity verification | Mandatory | Often absent |
| BankID support | Often | Usually no |
| Self-exclusion | Available | Limited |
| Responsible gaming control | High | Varies |
| Access to local advertising | Yes | Limited |
| Promotion speed | Lower | Higher |
| Bonus policy | Regulated | More flexible |
| Local payments | High | Medium |
| Legal protection | High | Minimal |
| Market share | 85% | 15% |
Steps Regulators Could Take by 2027
Regulators may strengthen gambling regulation, review bonus limits, enhance payment monitoring, and expand automated oversight.
Improving the regulatory framework and coordinating with banks will make it harder for offshore sites to operate. Achieving 90% channelization depends on a combination of enhanced control and maintaining attractive conditions for licensed operators.
Table showing potential regulatory actions
| Direction | Potential Effect |
| Strengthening payment control | Increased channelization |
| Automation of monitoring | Rapid detection of violations |
| Revising bonus rules | Higher competitiveness |
| Development of digital identity | Simplified player control |
| Expanding analytics | Accurate market assessment |
| Coordination with banks | Reduced activity on unlicensed sites |
| Improving licensing | Easier operation for legal operators |
What’s Happening in the Black Market and Why It Persists
Unlicensed sites remain flexible. They use gaming compliance and risk monitoring to bypass restrictions and offer bonuses and games unavailable on licensed platforms.
The share of such users in Sweden is about 15%. Financial transparency is low, and transactions often go through international gateways, complicating oversight.
Table showing black market features
| Parameter | Description |
| Player share | ~15% |
| Identity verification | Often absent |
| Payment control | Limited |
| Bonuses | Generous |
| Game selection | Wide |
| Local payments | Limited |
| Legal protection | Minimal |
| Bypass of blocks | Actively used |
| Promotion speed | High |
| Operational transparency | Low |
History of Similar Reforms and Market Lessons
In 2019, Sweden introduced bonus limits and BankID. At that time, channelization rose from 80% to 84–85%. The experience showed that bonus restrictions alone do not achieve full legalization.
In Denmark and the Netherlands, a combined approach (control, digital identity, tax restrictions) increased the share of licensed operators by 10–18% over three years. Players gained transparent user experience, and the market achieved predictable turnover.
Table showing reform comparisons by country
| Country | Year of Reform | Channelization Increase | Main Measures |
| Sweden | 2019 | +4–5% | BankID, bonus limits |
| Denmark | 2018 | +18% | Responsible gaming, taxes |
| Netherlands | 2021 | +12% | Digital identity, payment control |
| United Kingdom | 2016 | +15% | Licensing, bonus limits |
Who Will Gain if the 90% Target Is Reached
Licensed operators will increase market share and revenue predictability. Players will receive transparent conditions, bonuses, and fast payouts.
Vegazone will become one of the main beneficiaries. Vegazone login will allow instant identification, Vegazone review provides up-to-date information, and Vegazone testimonials offer service quality assessment.
Offshore operators will lose access to payments and audiences. According to Spelinspektionen, a 5% increase in channelization would add over 200 million kronor in annual turnover for licensed companies. European experience shows a 10–15% increase in the legal segment within three years of comprehensive regulation.Ultimately, licensed operators benefit, players gain safe conditions, and the market becomes more stable. Additional information can be found at vegazonesverige.com.