Svenska Spel reveals new gambling regulation proposals

Sweden’s state-owned gambling operator, Svenska Spel, has unveiled a comprehensive report detailing 18 regulatory proposals aimed at tightening gambling oversight and enhancing consumer protection across the country. The report, spanning 42 pages and publicly accessible on the company’s website, provides an in-depth analysis of potential regulatory reforms to address emerging risks in the Swedish gambling landscape.

The proposals are framed around three core objectives: safeguarding young people, curbing illegal gambling, and introducing a risk classification system for gambling products. They reflect Svenska Spel’s ongoing commitment to responsible gambling, building upon recent amendments and changes to the Swedish Gambling Act.

Context of Sweden’s gambling market

Sweden ended its state gambling monopoly in 2019, opening the market to private operators. At the time, the intention of this re-regulation was widely praised, with stakeholders welcoming the shift toward a more competitive and transparent market. Svenska Spel’s report notes that, while the initial reception was positive, the outcomes have not fully matched expectations.

“But seven years later, things haven’t quite turned out as planned,” the report states. “A number of measures have indeed been introduced… But not as forcefully as in comparable countries.”

Despite the regulatory framework, the Swedish market has struggled to achieve channelisation rates above 85%, meaning that a significant portion of gambling activity still occurs outside regulated channels. This has heightened concerns about consumer protection, especially among vulnerable groups.

Addressing risks for young people

One of the report’s central themes is the heightened vulnerability of young players. Svenska Spel highlights that certain gambling products, including lootboxes, skin betting, and unregulated streams on platforms such as Twitch and Kick, pose significant risks to younger demographics.

These products often blur the line between gaming and gambling, making it easier for young people to engage in high-risk behavior without fully understanding the potential consequences. Lootboxes and in-game purchases can act as gateways to more traditional forms of gambling, particularly online casinos.

The report recommends a series of targeted measures to mitigate these risks, including:

• Enhanced age verification protocols for all gambling platforms
• Restrictions on marketing and advertising directed at minors
• Monitoring of unregulated streaming content that promotes gambling-like behavior

By implementing these measures, Svenska Spel aims to create a safer environment for younger players while reducing exposure to harmful gambling practices.

Gender-specific insights and problem gambling

Another notable aspect of Svenska Spel’s research is its focus on gender differences in gambling behavior. The report identifies distinct patterns in how men and women engage with gambling products and how these differences affect the progression of problem gambling.

Women, according to the report, are more likely to experience comorbidities with other social or psychological issues, and the timeframe between first engagement and the development of problem gambling is often shorter than for men. Men, on the other hand, are more likely to engage with sports betting and games with longer-term play patterns.

“This distinction has not been mentioned by other regulators, at least not in so much detail, and could lead to new approaches with problem gambling harm reduction,” the report observes.

Strengthening protection through risk classification

Svenska Spel proposes introducing a risk classification system for gambling products, recognizing that not all forms of gambling carry equal risk. Online casino games, for instance, are inherently higher-risk than lotteries or sports betting.

By assigning risk levels to each type of gambling product, regulators could implement more precise controls. High-risk games could be subject to stricter advertising restrictions, mandatory self-exclusion tools, and enhanced monitoring of player behavior.

The aim is to create a more nuanced regulatory framework that targets specific risks without imposing blanket rules on the entire gambling industry.

Combating illegal gambling

The proliferation of unlicensed gambling platforms continues to be a major challenge for Swedish authorities. Svenska Spel’s report emphasizes that illegal operators not only undermine consumer protection but also erode trust in the regulated market.

Among the proposed measures to tackle unlicensed gambling are:

• Strengthening cooperation between regulators and financial institutions to block payments to illegal operators
• Enhancing monitoring of online content that promotes unlicensed gambling sites
• Expanding public awareness campaigns to inform players about the risks of engaging with unregulated platforms

These initiatives are designed to channel more players into regulated offerings, supporting both safer gambling and the sustainability of the legal market.

Industry collaboration and regulatory alignment

Anna Johnson, President and CEO of Svenska Spel, stressed the need for collective action among industry stakeholders. She said:

“Seven years after the re-regulation, we are far from the goal of a safe gambling market. Young people and women are particularly vulnerable, and the growth is almost exclusively in high-risk games such as online casinos. It threatens both consumer protection and confidence in the regulated market. Therefore, with our report, we want to show that there are concrete and feasible solutions.”

Johnson emphasized that games provide joy, excitement, and community engagement. However, for the market to remain sustainable in the long term, it must be secure and well-regulated. The proposals illustrate that, with coordinated action between industry players, authorities, and legislators, trends in problem gambling can be reversed.

Complementing the Swedish Gambling Act review

The report comes shortly after Marcus Isgren’s review of the Swedish Gambling Act, which evaluated the performance of the market since its reopening. Among its findings, the review highlighted the need for differentiated marketing standards for higher-risk products like online casinos, rather than imposing uniform regulations across all gambling verticals.

Svenska Spel’s proposals align with this approach, advocating for risk-based regulation that targets high-risk segments while allowing safer products to operate under standard regulatory measures.

Potential impact on the Swedish gambling landscape

If implemented, the proposals could significantly reshape Sweden’s gambling environment. Enhanced protection for vulnerable groups, risk-based regulation, and stricter enforcement against illegal operators would collectively strengthen consumer confidence.

Moreover, the insights into gender-specific gambling behavior could pave the way for innovative harm reduction programs tailored to the unique needs of male and female players. This evidence-based approach represents a notable advancement in regulatory strategy, distinguishing Sweden as a leader in responsible gambling practices.

Challenges and next steps

While the proposals are comprehensive, their effectiveness will depend on collaboration between multiple stakeholders. Industry compliance, legislative backing, and active monitoring by regulators are essential to ensure that reforms produce meaningful outcomes.

Svenska Spel’s report also underscores the importance of ongoing research to adapt policies to emerging trends in gambling technology, such as gamified experiences, live-streamed content, and social betting features.

The company remains committed to a cautious, legally defensible approach, ensuring that all recommendations respect the rights of operators while prioritizing player safety.

Conclusion

Svenska Spel’s 18 regulatory proposals provide a clear roadmap for enhancing the safety, fairness, and sustainability of Sweden’s gambling market. By focusing on the specific vulnerabilities of young people and women, implementing a risk-based classification system, and strengthening controls against illegal operators, the report demonstrates that meaningful improvements are achievable.

With coordinated action among legislators, regulators, and industry stakeholders, Sweden has the opportunity to set a global example for responsible gambling while maintaining a competitive, regulated market.

FAQs

What are the key proposals by Svenska Spel?
Svenska Spel proposes 18 measures including stronger protection for young people, risk classification for games, and actions to block illegal casinos.

Why focus on young people and women?
Research indicates that these groups are particularly vulnerable to problem gambling, with women showing faster progression to high-risk gambling and young people exposed to lootboxes and unregulated streaming content.

What is a risk classification for gambling products?
It is a system to categorize gambling products based on their inherent risk, enabling stricter regulation of high-risk games such as online casinos.

How does Svenska Spel suggest combating illegal gambling?
Proposals include monitoring unlicensed operators, blocking financial transactions, and running public awareness campaigns on safe gambling.

What role do online platforms like Twitch and Kick play?
Unregulated streaming on these platforms can promote gambling-like behavior, particularly among young audiences, increasing exposure to high-risk activities.

How do gambling behaviors differ between men and women?
Men are more likely to engage in sports betting and long-term games, while women may develop problem gambling faster and often experience comorbidities with other issues.

Has Sweden achieved its channelisation goals?
No, the country has struggled to reach channelisation rates above 85%, meaning a significant portion of gambling still occurs in unregulated markets.

What does Svenska Spel say about marketing restrictions?
The company supports stricter marketing standards for high-risk games rather than applying uniform rules across all gambling verticals.

Who is Anna Johnson?
Anna Johnson is the President and CEO of Svenska Spel and has spoken publicly about the need for stronger protections in the Swedish gambling market.

How can these proposals impact the market?
If implemented, the proposals could enhance consumer protection, reduce gambling harm, and strengthen trust in Sweden’s regulated gambling sector.