The Swedish online gambling scene is an absolute powerhouse. We’re talking about a market that hit a gross gaming revenue of nearly €2.62 billion (SEK 27.85 billion) in 2024, and online play is the dominant engine behind that figure. That kind of money naturally attracts affiliates—and the opportunities are massive, it’s true. But here’s the thing: trying to tap into this cash flow without deeply understanding the rules is like trying to ice skate on a floor made of thin glass. It just won’t end well.
The Elephant in the Room: Compliance Isn’t Optional
Sweden’s regulator, the Spelinspektionen, isn’t messing around. They take consumer protection seriously—maybe more seriously than almost any other jurisdiction in Europe. The days of simply linking to any site offering the highest commission are long gone. What does this mean for you, the affiliate?
First and foremost, you must only promote licensed operators. I can’t stress this enough. If you’re linking to a casino that doesn’t hold a valid Swedish license, you are actively facilitating illegal activity, and that puts you, your website, and your entire affiliate business at risk. The regulator has been very public about targeting the promotion of unlicensed sites, even going after social media influencers. They’re closing loopholes; the passive acceptance of Swedish players by offshore sites is being criminalized.
Sure, it can be tempting. Unlicensed sites often offer those huge, splashy bonuses that are now severely restricted in the regulated market. But is that short-term win worth the long-term threat of being penalized, or worse, completely shut down? Probably not.
A New Regulatory Landscape is Dawning
The regulatory environment isn’t static; in fact, it’s going through rapid, dramatic changes right now. You need to be paying attention to the calendar, because what works today might be illegal tomorrow.
Take the issue of gambling on credit. The Swedish government is closing all loopholes to address debt. They’ve introduced legislation that will effectively implement a full ban on gambling with credit—that includes credit cards, bank overdrafts, and even “buy now, pay later” services. This is slated to be fully enforced starting April 1, 2026.
Think about the implications for marketing. If you’re pushing messaging that subtly links gambling to quick fixes for cash problems, or even suggesting easy deposits, you’ll be on the wrong side of the law very soon. The focus is shifting entirely to sustainable, responsible play.
And what about those welcome offers? Licensed operators are still highly restricted, typically limited to offering a single welcome bonus per licence holder, not per player. This is a game-changer for promotional content.
- You can’t just blast out a list of massive deposit matches.
- You have to highlight the quality of the product—game selection, user experience, site speed—not just the size of the freebie.
- You must be transparent about all terms and conditions.
Is it harder work? Yes. Does it force you to be a better, more ethical marketer? Absolutely.
Finding the €2.62 Billion (SEK 27.85 billion) Opportunity
So, where is the money if the advertising tools are constantly being sharpened? It’s in the shift from volume to value and trust.
The Swedish player base is highly engaged. They are very digitally savvy and, perhaps because of the intense focus on player protection, they value transparency. When a player sees a site that provides clear, accessible information, links to the national self-exclusion system (Spelpaus), and promotes responsible play, they trust it. Trust is the long-term currency in this market.
Here’s the new affiliate playbook:
- Be the Guide, Not the Hustler: Your content should educate. Explain the rules. Show players how to use Spelpaus. Review an operator based on its responsible gaming tools and user experience, not just its welcome bonus. Become a trusted authority on the market.
- Focus on Localisation: It isn’t just about translating your site to Swedish. It’s about understanding Swedish culture and player preferences. The market is increasingly iGaming-exclusive since physical casinos are fading away as Casino Cosmopol has largely closed its venues. This means online casino and betting will continue to dominate revenue.
- Know the Regulator’s Requirements: Your website must be compliant. That means displaying the 18+ logo and prominent links to support services like the national helpline. You have a duty to ensure your advertising isn’t targeting minors or excluded players.
This highly regulated environment actually creates a moat, a barrier to entry that scares off the lazy affiliates. Those who commit to compliance and ethical marketing will find themselves with a massive competitive edge and a much more sustainable long-term business. The market is huge, but you have to earn your place in it.
Final Thoughts
The stakes are high. Sweden’s gambling industry is big business, one of the most profitable in Europe, so it’s understandable that it’s scrutinized so heavily. The authorities are imposing millions in fines against licensed operators for Anti-Money Laundering (AML) and Responsible Gaming (RG) failures. If the operators are being hit that hard, imagine the regulator’s stance on affiliates who are actively trying to undermine the licensed system by promoting offshore alternatives. It’s a risk just not worth taking.
What do you think? Is this strict compliance a necessary hurdle to ensure the long-term health of the affiliate industry, or does it stifle innovation too much? Let us know in the comments below, and don’t forget to follow us on Facebook, Twitter, and Pinterest for the latest regulatory updates!
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Sources
- www.support.google.com/websearch/thread/128011128/how-can-i-see-my-number-of-search-results?hl=en
- www.support.google.com/websearch/thread/192080978/how-to-see-more-search-results?hl=en
- www.support.google.com/faqs/answer/7049588?hl=en
- www.searchenginejournal.com/google-rolls-out-new-web-filter-for-search-results/516310/
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