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Insights into Sweden’s Online Gambling Market - H1 2026 Report

In a pivotal release, Bettingbladet has published its Swedish Online Gambling Market Report for H1 2026. This comprehensive report offers detailed insights into the performances of various operators, market trends, and an array of statistical data that illustrates the dynamics of the regulated online gambling industry in Sweden.

Key Findings Overview

The report offers a granular analysis of several critical aspects including:

• - Operator Gross Gaming Revenue (GGR)
• - Market Shares among Game Suppliers
• - Advancements in Sportsbook Technology
• - Payment Methods and RTP Levels
• - Bonus Trends

By compiling public data alongside Bettingbladet’s proprietary research, the report serves as a vital tool for stakeholders in the gambling sector. Notably, the analysis includes operator-by-operator insights that shed light on financial performance, offering a glimpse into the sector's evolution.

Operator Performance Highlights

Within this report, the examination of operator performance reveals stark variances among Sweden’s licensed entities during the initial half of 2026.

• - The Nordplay Group exhibited remarkable growth, especially with its brand Klirr, witnessing a monthly GGR increase of around 31% from January to June.
• - The sister brands Onerush and Jubla also showcased robust growth, clocking in increases of approximately 80% and 16%, respectively.
• - The LeoVegas Group posted a commendable rise in GGR, growing from €16.51 million in January to €19.42 million by June.
• - Cherry experienced a stronger performance in the second quarter, marked by a 24% increase in GGR compared to Q1.
• - Unibet closed out the half on a high note, recording a 41% jump in June GGR, a boost attributed in part to the FIFA World Cup and enhanced sports margins.

Leading Suppliers in the Market

In the sphere of online slots, the report identifies Pragmatic Play as the foremost supplier, capturing 21.9% of total online slot turnover, just ahead of Play'n GO at 21.1%. Hacksaw Gaming also commands a notable segment, holding around 10.9% of the market.

Top games according to the data include classics like Book of Dead, Starburst, and Fire Joker, alongside newer titles such as Pirates 4 and Gates of Olympus 1000.

In the live casino market, Evolution secures an impressive 77% of turnover, highlighting its dominance over competitors, with Pragmatic Play trailing at 12.5%. Evolution's game Crazy Time stands out, generating approximately 10% of its total live casino turnover.

Payment Methods and RTP Variability

The report further investigates the payment landscape among 85 active licensed operators, revealing that Swish and Trustly are the most frequently used payment methods, available at 96.5% and 90.6% of brands, respectively.

The analysis also reveals differing Return to Player (RTP) rates among operators for select popular games; Coolbet emerges with the highest average RTP at 96.26%, while others like ATG and bet365 also maintained high averages well above 95%.

Challenges in Channelisation

Despite advancements, channelisation rates have shown minimal improvement, currently sitting at 84%—a slight decline from 86% in 2023. This highlights challenges persisted particularly in the online casino vertical, which only reaches an 81% channelisation rate compared to 96% for sports betting.

Overall, Sweden’s regulated online gambling market is projected to reach around €2.5 billion annually, with operators subject to a tax of 22% on their Gross Gaming Revenue.

About Bettingbladet

Bettingbladet is a respected news source within the gambling industry, focusing on the intricacies of online casino operations and sports betting across the Nordic regions, particularly Sweden. Their extensive coverage includes regulatory developments, market analysis, and original data studies that reflect the ever-evolving landscape of online gambling in Sweden.