Sweden’s channelisation rate falls as black market users cite better incentives and skin betting

Sweden's efforts to keep players within the regulated iGaming market have faced a setback, as the channelisation rate dropped to 84% in 2025. This 1% year-on-year decrease indicates a growing challenge from the black market, a concern echoed across many European jurisdictions.

The decline is attributed to players seeking more attractive incentives and alternative betting options, such as skin betting, which are more readily available through unregulated channels. This trend poses a significant threat to the integrity of the regulated market and impacts government revenue projections.

Authorities are grappling with how to counteract this shift, as the channelisation rate serves as a key indicator for national budget planning. The findings highlight the ongoing need for regulated operators to offer competitive products and responsible gambling measures to retain player loyalty against illicit alternatives.