ATG Reports Fewer High-Risk Gamblers in H1 2025

Svenska Spel operator AB Trav och Galopp (ATG), one of Sweden’s leading gaming companies, has reported a measurable decrease in the number of customers it had to contact due to signs of high-risk gambling in the first half of 2025. The figures, recently released as part of the company’s internal transparency and harm prevention reporting, indicate a positive shift both in player behavior and the effectiveness of ATG’s responsible gambling initiatives.

According to ATG, the number of customer interventions dropped from 1.6 percent of active players in the second half of 2024 to 1.4 percent in the first half of 2025. At the same time, the proportion of contacted customers who reduced their gambling increased significantly from 56.3 percent to 61.4 percent.

This data reflects the company's ongoing efforts to address potential gambling harm early and to support customers through proactive outreach.

Interventions grounded in responsibility and care

Sophie Linghag, Head of Fair Play at ATG, emphasized that customer contact is not punitive but a core part of ATG's duty of care. “The key figure for customer contact due to risky behaviour is clearly linked to the types of games offered by the company and the audience it attracts,” she stated.

Unlike some operators that focus primarily on high-intensity casino or slot games, ATG’s portfolio includes a large proportion of lower-risk games such as horse racing and sports betting, which are typically played by more casual, weekly bettors. As a result, the company sees relatively fewer instances of high-risk gambling behavior.

Linghag noted, “Risky gambling does not necessarily indicate a gambling problem. One of the main reasons for contacting customers with risky gambling behaviour is actually out of care and for preventive purposes — to find out how the customer is doing and whether they feel they are having problems with their gambling.”

This preventive model, according to ATG, is designed to reduce long-term harm by ensuring that customer behavior is addressed early, well before patterns become deeply problematic.

Year-on-year comparison shows stable trend

ATG’s latest figures build on a trend observed over the past two years. In the first half of 2024, the company reported contacting 1.6 percent of its players, a figure that remained unchanged in the second half of that year. However, the real shift came in the comparative behavior of the players who were contacted.

In H1 2024, 58.9 percent of players contacted due to risky patterns reduced their gambling following outreach. In H1 2025, this figure rose by more than 2.5 percentage points to 61.4 percent, suggesting an improvement in the quality or timing of the intervention, or a growing openness among players to reflect on and change their behavior.

Timing of intervention plays crucial role

ATG’s data shows that the success of such interventions is often linked to when in the risk trajectory the contact occurs. If contact takes place early, before serious harm is evident, fewer customers may need to dramatically reduce their gambling or self-exclude altogether.

“If customers are contacted at a relatively early stage, fewer will likely need to reduce their gambling or self-exclude, whereas if the contact happens at a later risk stage, the figures should be higher,” Linghag explained.

This observation reinforces the importance of timely and data-informed interventions — a key area of focus for ATG and other Swedish operators who are refining their use of behavioral analytics to identify risk at the earliest stages.

Context within the Swedish market

ATG is not the only gaming operator in Sweden committed to responsible gambling practices. Other regulated operators, including Betsson, Kindred Group, and Svenska Spel, also release regular reports on customer contact related to problem gambling indicators.

This trend is part of a broader shift within the Swedish gambling sector toward transparency, self-regulation, and proactive harm reduction in line with the Swedish Gambling Authority’s (Spelinspektionen) expectations.

While operators continue to face criticism from some corners of Swedish society and political institutions, ATG’s efforts to document and publicly disclose key metrics such as player contact rates and behavior changes serve to bolster public trust and show genuine commitment to consumer welfare.

Regulatory pressure and corporate responsibility

Sweden’s gambling regulator has increased its scrutiny of licensed operators since the re-regulation of the market in 2019. With the legal framework now firmly in place, companies are expected not only to comply with mandatory responsible gambling tools such as deposit limits, session reminders, and self-exclusion but also to implement their own initiatives that go beyond legal minimums.

ATG’s latest data release appears to reflect this higher standard of corporate social responsibility. By voluntarily publishing metrics on customer contact and subsequent behavioral changes, the operator demonstrates an internal culture that prioritizes long-term sustainability over short-term profits.

Data-driven approach to harm prevention

ATG has developed and refined its internal algorithms and data tools to flag gambling patterns that may indicate rising risk. This approach includes tracking sudden increases in deposit amounts, frequency of gameplay, and behavioral red flags such as late-night sessions or erratic betting patterns.

Customers identified through these systems are then contacted by ATG staff, typically through phone or email, to offer support, information, or encouragement to use available tools such as setting deposit limits or taking a temporary break.

These interventions are handled with a tone of concern rather than confrontation, reflecting ATG’s stated policy of maintaining a respectful and non-judgmental relationship with its player base.

Public perception and corporate transparency

ATG’s public disclosure of harm reduction statistics serves a dual purpose: It demonstrates compliance and responsibility, and it supports the company's reputation as a trustworthy operator. This is especially important in a regulatory environment where public and political scrutiny remains high, and where new restrictions or taxes could be imposed on operators perceived to be failing in their obligations.

The company’s openness may also help to address concerns from lawmakers and advocacy groups who frequently question whether licensed operators are doing enough to prevent gambling harm.

Comparative insights across operators

Although operators like Betsson, Kindred, and Svenska Spel also report on player contact due to risky behavior, few offer the same level of detail on the effectiveness of those interventions. ATG’s focus on the percentage of players who reduce their gambling post-contact sets a notable benchmark for the industry.

Going forward, comparisons between operators’ contact rates and behavioral outcomes could offer valuable insights into which models are most effective and could form the basis for industry-wide best practices.

Challenges in interpreting gambling behavior

Experts continue to debate how to accurately define and identify risky gambling. The distinction between high engagement and harmful engagement remains nuanced. A player betting large sums may do so within their means, while another with smaller bets might exhibit compulsive tendencies.

ATG acknowledges this complexity, which is why their contact model emphasizes prevention and care, rather than making assumptions based on raw numbers alone. The company also reiterates that being contacted does not imply wrongdoing or diagnosis, but is instead a protective measure aligned with its social duty.

Conclusion

ATG’s recent report on customer contact and gambling behavior in the first half of 2025 underscores a broader commitment to responsible gaming practices within Sweden’s regulated gambling market. By actively reducing the number of high-risk gambling cases and increasing the effectiveness of early interventions, the company demonstrates that a preventive, data-informed, and compassionate approach to player care can yield measurable positive outcomes.

The decline in customer contact rates, coupled with a rise in the percentage of players who modify their behavior after outreach, suggests that ATG’s strategies are both timely and effective. Furthermore, the company’s emphasis on transparency and care — rather than punitive or reactionary measures — distinguishes it as a leader among licensed operators striving to reduce gambling-related harm.

In a highly regulated and publicly scrutinized industry, ATG’s example highlights how operators can balance commercial objectives with social responsibility. As policymakers, regulators, and consumers increasingly demand higher standards of accountability, such initiatives may set the precedent for responsible gambling practices across the broader European gaming sector.

FAQs

What is ATG?
ATG (AB Trav och Galopp) is a Swedish gaming company that primarily offers horse racing and sports betting services in the regulated Swedish market.

Why does ATG contact players about gambling behavior?
ATG contacts players to offer early support and prevent gambling harm when behavior suggests increased risk, not necessarily a problem.

How many players were contacted in H1 2025?
ATG contacted 1.4 percent of its active customers in the first half of 2025 based on signs of risky gambling behavior.

Has the rate of risky gambling changed since 2024?
Yes, the contact rate has decreased from 1.6 percent in 2024 to 1.4 percent in 2025, suggesting a slight decline in high-risk behavior.

What happens when a player is contacted?
Players typically receive supportive outreach, including information about safer gambling tools or options for reducing or pausing play.

Do contacted players reduce their gambling?
Yes, 61.4 percent of contacted players in H1 2025 reduced their gambling, up from 56.3 percent in H2 2024.

Is ATG legally required to contact players?
While certain consumer protection actions are mandated by law, ATG goes beyond legal requirements with proactive outreach based on internal risk assessments.

How does ATG detect risky behavior?
ATG uses behavioral analytics and data models to identify patterns such as high deposits, irregular play, or session length.

Are all contacted players considered problem gamblers?
No, not all contacted players have gambling problems. Contacts are often preventive and based on early warning signs.

How does ATG compare to other operators in Sweden?
ATG, alongside Betsson, Kindred Group, and Svenska Spel, is one of several regulated operators reporting on responsible gambling efforts, often with more transparency.