Sweden’s Online Gambling Landscape: A Mid-Year Performance Review

Growth in the Swedish market was far from uniform during the first half of 2026. Nordplay Group emerged as a top performer, with its Klirr brand boosting monthly GGR by 31%, while newer labels Onerush and Jubla saw surges of 80% and 16% respectively. LeoVegas and Unibet also posted gains, though the latter’s 41% June spike likely leaned on the FIFA World Cup calendar.

Supplier dominance remains a defining feature, particularly in live casino, where Evolution commands an estimated 77% of turnover. In the slots category, Pragmatic Play leads with a 21.9% share, narrowly edging out Play'n GO at 21.1%. Operators are increasingly using Return to Player (RTP) settings as a competitive lever; average returns on popular games fluctuated between 93.8% and 96.3%, with Coolbet setting the high mark at 96.26%.

Payment infrastructure shows extreme consolidation. Swish and Trustly are nearly ubiquitous, appearing at over 90% of the 85 licensed brands surveyed, while a third of operators rely exclusively on these two methods. This concentration mirrors the sportsbook sector, where Kambi and Altenar power over half of the market’s operators. With channelisation now at 84%—down from 86% in 2023—the divide between the 96% sports betting engagement and the 81% casino figure highlights a persistent regulatory hurdle.