Stockholm – – September 17, 2026 -- Sweden's regulated online gambling market generated an estimated €2.5 billion in annual revenue, with operators facing a 22% tax on gross gaming revenue (GGR), according to Bettingbladet's newly released Swedish Online Gambling Market Report H1 2026. The report tracks operator performance, supplier market shares, payment methods and return-to-player (RTP) levels across Sweden's licensed market during the first half of the year.
Operator GGR growth diverges sharply across licensed brands
Nordplay Group posted the strongest gains, with Klirr's monthly GGR up approximately 31% between January and June, while sister brands Onerush and Jubla grew 80% and 16% respectively. LeoVegas Group's GGR rose from €16.51 million in January to €19.42 million in June. Cherry recorded 24% higher GGR in Q2 versus Q1, and Unibet closed the half with June GGR 41% above January, a result the report links partly to the FIFA World Cup and stronger sports betting margins.
Pragmatic Play and Play'n GO nearly tied atop Swedish slots
Pragmatic Play holds an estimated 21.9% share of Swedish online slot turnover, narrowly ahead of Play'n GO at 21.1%. Hacksaw Gaming ranks third with an estimated 10.9% share. Book of Dead topped the most-played games list, with Starburst, Legacy of Dead and Fire Joker persisting alongside newer titles Pirots 4 and Gates of Olympus 1000.
Evolution commands an estimated 77% of live casino turnover
Evolution's dominance in live casino far exceeds its slots position, with an estimated 77% share of Swedish live casino turnover versus Pragmatic Play's 12.5% and roughly 10.5% for all remaining suppliers combined. Evolution's Crazy Time alone is estimated to generate around 10% of the supplier's total Swedish live casino turnover.
RTP settings vary by up to 2.5 percentage points between operators
Average RTP across a sample of popular titles from five major suppliers ranged from approximately 93.8% to 96.3% depending on the operator. Coolbet recorded the highest average at 96.26%, while ATG, bet365 and PAF each averaged above 95%. With promotional bonuses tightly restricted under Swedish regulation, RTP configuration has emerged as an alternative competitive lever.
Kambi and Altenar together serve over half of Swedish sportsbooks
Kambi and Altenar combined supply 51.85% of Swedish operators by count, though Kambi leads decisively by betting volume, powering sportsbooks for ATG, Svenska Spel, Unibet and PAF.
Swish reaches 96.5% of licensed operators, far ahead of card payments
Across 85 active licensed operators analyzed, Swish was available at 82 brands (96.5%) and Trustly at 77 (90.6%). Visa reached 47% of operators, Mastercard 42%, Zimpler 28% and Apple Pay approximately 25%. A third of operators offered only two of the 11 payment methods tracked—typically Swish and Trustly—while just ten brands supported seven or more.
Channelisation dips to 84%, with online casino lagging sports betting
Overall channelisation stood at 84% in the latest data, down from 86% in 2023 and 85% in 2024. The gap between verticals is stark: sports betting channelisation reached 96%, compared with just 81% for online casino.