Sweden is revisiting its online gambling regulations as Svenska Spel and ATG advocate for a complete ban on bonuses for licensed operators. This proposal has sparked a heated debate, with representatives from private operators fearing it could drive players towards monopolies and unregulated platforms. The discussion arises alongside ongoing updates to Sweden’s Gambling Act aimed at clamping down on illegal gambling activities.
On November 7, representatives from state-affiliated Svenska Spel and ATG, Anna Johnson and Hasse Lord Skarplöth, issued a joint statement calling for the prohibition of bonuses in Sweden’s online gambling sector. Their argument centers on protecting young players, citing research by the Swedish Association for Alcohol and Drug Education, which highlights a rise in gambling among boys in high school from 27% to 43% over five years. They contend that bonuses could exacerbate gambling issues and have a particular allure for younger demographics.
In contrast, the Branschföreningen för Onlinespel (BOS), which represents private operators, challenges the simplicity of linking bonuses to youth gambling. Gustaf Hoffstedt, BOS Secretary General, acknowledges concerns about youth gambling but suggests the root cause is more complex. He remarked that while everyone agrees on the importance of addressing gambling among minors, attributing the increase to bonuses ignores other influences like the prevalence of skins and loot boxes in popular games.
The BOS argues that removing bonuses from the legal market might not solve underage gambling concerns and could inadvertently strengthen the position of former monopolies. Hoffstedt warns that such a ban would diminish the competitive edge of private operators, who rely on bonuses to attract new players, particularly when starting without established customer bases. Without bonuses, the market could shift in favor of established players like Svenska Spel and ATG, who historically dominate the market.
The potential consequences of a bonus ban extend beyond market dynamics. Hoffstedt and other industry figures express concerns about players gravitating towards unlicensed sites offering bonuses without the same consumer protections. In his view, achieving a balance between consumer protection and gambling enjoyment is crucial to maintaining a robust licensed market. Should the proposal succeed, he predicts a further decline in the proportion of players choosing licensed operators, undermining the regulatory framework’s integrity.
Sweden’s ongoing review of its Gambling Act adds another layer to the debate. This regulatory overhaul, presented in September by investigator Marcus Isgren to the Ministry of Finance, seeks to close loopholes exploited by illegal operators. While these updates aim to fortify the legal market, some industry insiders remain skeptical about their effectiveness in addressing deeper systemic issues.
At the heart of the debate is the balancing act between safeguarding consumers, ensuring fair competition, and preventing a migration to offshore sites. The outcome of the bonus debate will significantly impact how Sweden navigates these challenges as it moves into 2026. If bonuses are removed from licensed operators while remaining available offshore, the competitive landscape could tilt unfavorably toward unlicensed entities.
As discussions continue, the Swedish gambling market faces pivotal decisions that will determine its future shape and the equilibrium between regulation, market participation, and consumer choice.
Erik Agary is a seasoned writer at True Games Reviews, specializing in gaming, casino games, and interactive entertainment. With a passion for all things digital, Erik dives deep into the latest trends and developments in the gaming world, offering insightful reviews and detailed analysis. His expertise spans across multiple gaming platforms, ensuring comprehensive coverage that resonates with both novice and experienced gamers alike.
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