The latest quarterly findings from ATG show a continued upward shift in Sweden’s channelization rate, pointing to growing movement toward licensed gaming platforms. According to the Q3 2025 report, the rate now sits between 74 and 85 percent—an improvement over the 70 to 82 percent range recorded during the same period the previous year. ATG notes that this development signals a gradual but steady preference among Swedish players for regulated operators offering defined consumer safeguards.
Rising Channelization and Industry Reactions
In presenting the results, ATG emphasized how sustained enforcement measures are gradually shrinking the market space for offshore outlets. CEO Hasse Lord Skarplöth underscored this momentum, stating in a press release: “It is gratifying to see a positive trend. The work against unlicensed operators is starting to have an effect. I have long advocated a total bonus ban. I am often met with the argument that it would drive players to the unlicensed market where bonuses flow. But if we succeed in strangling unlicensed gambling further, that protest will lose its force.”
The company highlights that although the channelization rate is improving, it still remains below the Swedish government’s long-standing target of 90 percent. ATG maintains that this objective can only be reached if enforcement and restrictions continue to evolve at the same pace as unlicensed operators’ methods.
Sweden may soon take stronger regulatory action. A government inquiry delivered in September recommends making it illegal to provide gaming services without a license, a proposal intended to close loopholes frequently used by offshore operators. If the legislative process stays on schedule, the earliest possible implementation date would be 2027.
ATG welcomes these proposals, noting that such reforms would strengthen consumer protections and support the long-term sustainability of the licensed market. The company sees value in aligning improved channelization with more stringent rules, believing that the combination could reinforce player safety and narrow the influence of the unregulated sector.
Persistent Challenges in the Unlicensed Sector
Despite the more favorable channelization trend, ATG’s report stresses that activity on unlicensed sites remains substantial in absolute terms. Over the past several years, Swedish traffic directed toward such operators has risen sharply—tenfold since 2019—demonstrating the challenges regulators continue to face.
The report also details that 16 of the 20 offshore sites with the most Swedish visitors during Q3 used the same platform providers found within the licensed system. Eight of the same top 20 offered Swedish bank-linked deposits and withdrawals via BankID, and three appeared on the national ban list maintained by the Swedish Gambling Authority.
ATG reiterates that understanding these patterns is essential to crafting effective policy. By documenting how unlicensed gambling operates, the company aims to support efforts toward strengthening the competitive position of the regulated market and raising the channelization rate over time.
