Gambling in Sweden 2026: Brand power, market trends and casino growth

ATG leads Sweden’s gambling market in brand strength and its potential to attract new customers, but Svenska Spel ranks first for estimated earning potential. Meanwhile, interest in online casino has grown strongly over the past year.

For anyone following online gambling in Sweden, Blask’s data shows a market where state-linked brands still dominate, but newer casino brands are catching up fast. A few major brands account for most of the measured brand strength in the Sweden online gambling market. However, their rankings change depending on how they’re measured. 

This article looks at the leading brands in Swedish online gambling, changes in consumer interest, Sweden’s gambling laws, and the casino game types attracting the most attention.

Blask data extracted 26 October 2026.

Key findings

• ATG leads gambling in Sweden on brand strength. It has 32.34% of BAP and an APS of 1.71M. 
• The top three brands (ATG, Svenska Spel, NV Casino) hold nearly 64% of measured brand power.
• Svenska Spel leads on money. Its estimated earning potential (CEB) is $216.23M, about $39M ahead of bet365, while ATG drops to fourth.
• NV Casino grew by more than 50,000% year-on-year, from a very low base, and is now one of Sweden’s most-searched gambling brands.
• Interest in online casino in Sweden is up 139% year-on-year (live dealer casino +72%). The September dip looks like a seasonal cooldown after a strong August, not a change of direction.
• Slots dominate. They make up ~92% of casino lobby content and all 10 of the top games by player interest. 

Biggest gambling brands in Sweden: How the rankings change 

Blask uses several measures to compare brands and gambling categories. Here’s what the main metrics used in this analysis mean:

Sweden online gambling market share by brand strength 

ATG leads Blask’s Brand Accumulated Power (BAP) ranking in Sweden at a bit over 32%, well ahead of Svenska Spel at nearly 20%. NV Casino follows in third place at around 11%, while bet365 and LeoVegas complete the top five. 

Together, the top three brands account for nearly 64% of the BAP measured by Blask. Including bet365 and LeoVegas brings that share to almost 71%. 

The gap between NV Casino and bet365 is also worth noting, with NV Casino having more than three times the BAP of bet365. 

However, strong market attention is only one part of the picture; Blask also measures how well that position could translate into new customers through its Acquisition Power Score (APS). 

ATG leads Sweden’s customer acquisition potential 

The ranking stays the same when looking at Blask’s Acquisition Power Score (APS), which estimates how well brands could attract new customers. 

ATG leads with an APS of around 1.7 million, followed by Svenska Spel at a bit over 1 million. NV Casino ranks third, while bet365 and LeoVegas complete the top five. 

This suggests that the Swedish brands with the strongest BAP also have the highest estimated potential to attract customers. 

However, the ranking changes when looking at how much revenue each brand could generate. 

Svenska Spel leads Sweden’s earning potential ranking 

The ranking changes when looking at Blask’s Competitive Earning Baseline (CEB), which estimates how much revenue a brand could make based on its position in the market. 

Svenska Spel leads at over $216 million, around $39 million ahead of bet365 in second place. 

There are some differences compared with the BAP and APS rankings: 

• ATG drops to fourth place, despite leading both previous rankings 
• Bet365 moves up to second, while LeoVegas takes third place 
• Unibet enters the top five, while NV Casino drops out

So, although ATG leads in brand strength and customer acquisition potential, Svenska Spel has the highest estimated earning potential.

Switch between the three measures below to see how the top five brands change places.  

Sweden’s biggest gambling brands: how the ranking changes

Switch the measure to see how the top five brands move. Blask data extracted 26 October 2026.

Brand strengthBAP New customersAPS Earning potentialCEB

Brand accumulated power (BAP): which brands command the most consumer attention.Acquisition power score (APS): which brands have the strongest potential to attract new customers. Labels compare each brand’s place with its brand strength rank.Competitive earning baseline (CEB): which brands have the greatest estimated revenue potential. Labels compare each brand’s place with its brand strength rank.

114 ATGNo changeDown 3 32.34%1.71M$120.76M 221 Svenska SpelNo changeUp 1 19.89%1.05M$216.23M 33 NV CasinoNo changeDrops out 11.45%517.82K 442 bet365No changeUp 2 3.74%234.84K$176.76M 553 LeoVegasNo changeUp 2 3.42%211.15K$143.04M 5 UnibetNew in top five $116.46M Outside the top five on this measure What the ranking shows

ATG leads with 32.34% of brand accumulated power, well ahead of Svenska Spel at 19.89%. The top three hold nearly 64% of measured brand power, and the top five almost 71%.The order is the same as for brand strength. ATG leads with an APS of 1.71M, followed by Svenska Spel at 1.05M, so the brands with the most attention also have the most potential to attract new customers.Svenska Spel leads at $216.23 million, about $39 million ahead of bet365. ATG drops from first to fourth, LeoVegas rises to third, and Unibet replaces NV Casino in the top five.

Source: Blask, data extracted 26 October 2026. Bars are scaled to the leading brand on each measure. Blask tracks consumer interest across 210 brands, including some without a Swedish licence. CEB is an estimate of revenue potential, not reported revenue. If you gamble, set your own spending and time limits.

Swedish gambling brands: Which are gaining ground? 

To compare growth among Sweden’s leading gambling brands, we focused on the top 10 by BAP rather than those with the biggest percentage increases. This is because small brands can record large increases when they start at a low level, even if their overall brand strength remains low. 

Six of the top 10 brands recorded year-on-year (YoY) growth, while four saw declines. 

NV Casino recorded the largest increase, at over 50,000%. Max Tesla, CEO and co-founder of Blask, explained to European Gaming that this was mainly because the brand started at a very low level of consumer interest:

‘The percentage looks dramatic mainly because NV Casino started from a very low base in Sweden a year ago. Interest in the brand rose sharply from March 2026 and has stayed high since, and it is now one of the most-searched gambling brands in the country. Interestingly, we’re seeing a similar pattern not just in Sweden, but across several other markets as well.’

Among the other brands, Unibet grew most at almost 13%, followed closely by Svenska Spel at over 12%. 

The monthly figures were more positive, with seven brands recording growth. The biggest increases were: 

• Unibet: over 19% increase 
• Lucky Casino: nearly 15% 
• LeoVegas: nearly 10% 

Meanwhile, ATG fell by over 9% month-on-month (MoM), despite leading the BAP and APS rankings. 

The yearly and monthly figures also show some differences. Bet365,  Lucky Casino, and Paf fell over the year but grew in the latest month, while ATG and Videoslots showed the opposite trend. 

Select a brand on the map below to see how its yearly and monthly figures compare. 

Which of Sweden’s top 10 gambling brands are growing?

Each dot is one of the top 10 brands by BAP, placed by its year-on-year and month-on-month change. Select a dot to see its figures. Blask data extracted 26 October 2026.

ATG Up on the year only. +2.93% year-on-year, −9.34% month-on-month.Svenska Spel Up on both. +12.32% year-on-year, +2.35% month-on-month.NV Casino Up on both. +50,210% year-on-year, +0.16% month-on-month.bet365 Up on the month only. −10.17% year-on-year, +6.69% month-on-month.LeoVegas Up on both. +7.03% year-on-year, +9.89% month-on-month.Unibet Up on both. +12.71% year-on-year, +19.12% month-on-month.Lucky Casino Up on the month only. −17.38% year-on-year, +14.64% month-on-month.Paf Up on the month only. −2.77% year-on-year, +3.87% month-on-month.Lyllo Down on both. −11.43% year-on-year, −1.65% month-on-month.Videoslots Up on the year only. +7.26% year-on-year, −5.05% month-on-month.

Month-on-month change (MoM) Up on the month only Up on both Down on both Up on the year only −10%0%+10%+20% ATG Svenska Spel NV Casino+50,210% YoY, off scale bet365 LeoVegas Unibet Lucky Casino Paf Lyllo Videoslots −20%−10%0%+10%+20% Year-on-year change (YoY) What the map shows

Six of the top 10 brands grew year-on-year and seven grew month-on-month. ATG, the biggest brand by BAP, fell 9.34% on the month.

YoYMoM Up on both (4) Unibet+12.71%+19.12% LeoVegas+7.03%+9.89% Svenska Spel+12.32%+2.35% NV Casino+50,210%+0.16% Up on the month only (3) Lucky Casino−17.38%+14.64% bet365−10.17%+6.69% Paf−2.77%+3.87% Up on the year only (2) Videoslots+7.26%−5.05% ATG+2.93%−9.34% Down on both (1) Lyllo−11.43%−1.65%

Source: Blask, data extracted 26 October 2026. NV Casino’s 50,210% rise came from a very low base, so it sits at the edge of the map rather than to scale. Blask tracks consumer interest across 210 brands, including some without a Swedish licence. If you gamble, set your own spending and time limits.

Interest in Swedish online casino grows despite monthly decline

Online casinos attract the most consumer interest among the gambling categories tracked by Blask in Sweden. 

The Blask Index, which measures interest based on gambling-related searches, puts the online casino category first, at a bit over 2.2 million. Live dealer online casinos follow at around 659K, showing that live casino in Sweden has become a category in its own right, while online betting ranks third at nearly 351K. 

Online betting was the only one of the top three categories to grow month-on-month (+25.66%).

The yearly figures show strong growth in both online casino categories:

• Interest in online casino rose by nearly 139% YoY 
• Interest in live dealer online casino rose by almost 72% YoY

However, both categories recorded declines in the latest month. Online casino interest fell by nearly 18% MoM, while interest in the live dealer online casino category dropped by almost 10%. 

Tesla explained that most of the annual growth took place earlier in 2026: 

‘Most of the annual growth came in spring and summer 2026, when demand for casino brands, including several offshore ones, rose noticeably. The September dip follows a very strong August, so we’d interpret it as a seasonal cooldown rather than a change in direction. Interest is still well above last year’s level.’

Most other categories also recorded yearly declines. The biggest declines were for: 

• Bingo by nearly 41% 
• Lottery by almost 23% 
• Online poker by around 19% 

Prediction markets recorded the biggest annual increase at almost 234%. However, their Blask Index was only around 9K, compared with 2.2 million for online casino. This means that, despite the strong percentage growth, prediction markets still attract much less consumer interest than the main gambling categories in Sweden. 

Top casino games in Sweden: Visibility and player interest

Slots account for nearly 92% of the casino game content tracked by Blask across 148 brands in Sweden. 

Other game types make up much smaller shares: 

• Live games: 3.23% 
• Slingo: 1.20% 
• Roulette: 0.98% 
• Crash games: 0.59% 
• Blackjack: 0.45% 

Blask also measures Visibility, which shows how likely players are to come across a game when browsing casino lobbies. 

The three most visible games in Sweden are all slots: 

• Pirots 5: 53.06%
• Book of Dead: 52.34% 
• Wrappin’ Gold: 47.15% 

However, a game’s visibility doesn’t necessarily mean it attracts more player interest. Blask measures this separately through Share of Interest (SOI). 

Pirots 4 leads with nearly 12% SOI, followed by Starburst at a bit over 9%, and Bonanza at nearly 8%. All 10 games with the highest SOI in Sweden are slots. 

The difference is particularly noticeable when comparing Pirots 4 and Book of Dead. Book of Dead ranks second for visibility but only tenth for player interest. Pirots 4 shows the opposite pattern, ranking eighth for visibility but first for SOI. 

Is gambling legal in Sweden? Licensing and regulation

Yes, gambling in Sweden is legal. The Swedish Gambling Authority (Spelinspektionen) issues every Swedish gambling licence and makes sure operators follow the rules. Online gambling regulation in Sweden is based on the Gambling Act (Spellagen), which came into force on 1 January 2019. 

Under this system, gambling in Sweden is divided into different categories: 

• Online casino and sports betting: operators can offer these services if they hold a Sweden gambling licence from Spelinspektionen. 
• Lotteries and bingo: Certain types are reserved for organisations that raise money for good causes. 
• State-controlled gambling: some activities, including certain gaming machines, are reserved for the state, 

Swedish gambling licensed operators must also follow rules that affect how they attract customers: 

• The gambling age in Sweden is a minimum of 18 years old
• Bonuses are generally limited to a player’s first gambling occasion 
• Advertising must be moderate 
• Operators must offer access to Spelpaus, Sweden’s national self-exclusion system, which allows people to block themselves from gambling. 

However, some gambling takes place outside the licensed market. In 2025, around 84% of gambling activity in Sweden’s competitive market took place with licensed operators, according to Spelinspektionen. The rest went to casinos without a Swedish licence. These are often offshore sites licensed in Malta or Curaçao. The share was higher for betting than online casinos. 

This is relevant when looking at Blask’s rankings, since they track consumer interest across 210 brands, including brands that may not hold a Swedish licence. 

FAQs

Is gambling legal in Sweden?

Yes. Gambling in Sweden is legal. Since the Gambling Act took effect on 1 January 2019, private companies have been able to apply for licences, which ended Svenska Spel’s and ATG’s monopoly over most products.

Is online gambling legal in Sweden?

Yes. Online casino, sports betting and online poker are legal. Licensed sites must offer Spelpaus, follow moderate advertising rules and limit bonuses to a player’s first gambling occasion. Gambling with operators that don’t hold a Swedish licence isn’t covered by Swedish player protection.

What is the legal gambling age in Sweden?

You must be at least 18 to gamble online in Sweden.

Who regulates gambling in Sweden?

The Swedish Gambling Authority, Spelinspektionen, issues licences, supervises operators and can fine or revoke the licences of companies that break the rules.

What is Spelpaus?

Spelpaus is Sweden’s national self-exclusion register. Players can block themselves from all Swedish-licensed gambling sites for 1, 3 or 6 months, or until further notice. Every licensed operator must check it.

What are the biggest gambling brands in Sweden?

According to Blask’s Brand Accumulated Power, ATG (32.34%), Svenska Spel (19.89%) and NV Casino (11.45%) are the biggest gambling brands in Sweden, followed by bet365 and LeoVegas. Svenska Spel leads on estimated earning potential.

What is the most popular form of online gambling in Sweden?

Online casino. It has a Blask Index of 2.23M, more than three times the 658.5K for live dealer casino, the next category. Slots make up nearly 92% of casino game content tracked across 148 brands.

How much tax do gambling operators pay in Sweden?

Sweden charges a 22% gambling tax rate on gross gaming revenue, with the tax applying to licensed commercial online gambling.

The post Gambling in Sweden 2026: Brand power, market trends and casino growth appeared first on European Gaming Industry News.