BOS Urges Broader Gambling Inquiry as Sweden Misses 90 Percent Goal

Sweden’s licensed gambling sector is calling for urgent action after the latest figures showed the country falling short of its channelisation target. The Swedish Trade Association for Online Gambling (BOS) has now written to the Ministry of Finance, urging the government to launch a new gambling inquiry that would explore broader reforms to strengthen the share of play taking place on licensed sites.

Good to Know

• Sweden’s channelisation rate sits at 85%, well below the 90% government goal.
• Online casino is the weakest product area, with just 72–82% of play on licensed operators.
• BOS is calling for a broad inquiry, including a review of the total ban on loyalty bonuses.

Earlier this week, the Swedish Gambling Authority confirmed that the state’s long-standing policy goal of reaching at least 90% channelisation has not been met. While overall activity across betting and casino channels averages 85%, online casino remains the biggest concern with less than three-quarters of play channelled through licensed operators.

Government investigator Marcus Isgren is due to present a proposal in September that would adjust the scope of the Gambling Act to improve channelisation. While the move is seen as welcome, industry groups believe it will not be enough on its own to bring Sweden closer to the 90% target.

In its letter to the Ministry of Finance, BOS proposed that the government set up a new, wide-ranging inquiry to explore reforms across the gambling market. One of the measures suggested is easing restrictions on bonuses and loyalty programs, which are currently banned outright.

BOS Secretary General Gustaf Hoffstedt stressed the urgency of the issue:

“We hope that the government will take to heart the serious situation for the licensed gambling market, most recently confirmed in the Gambling Authority’s report on the proportion of unlicensed gambling in Sweden. The appointment of a broad inquiry tasked with preventing leakage to the unlicensed gambling market would undoubtedly be this government’s most important measure to protect and strengthen the legal regulated gambling market, before Sweden goes to the polls in September next year.”

Industry stakeholders argue that over-regulation of licensed operators risks pushing players to unlicensed sites, weakening consumer protection and undermining the market’s integrity. A broad inquiry could pave the way for adjustments that balance stricter enforcement against offshore operators with more competitive conditions for licensed companies.

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