Two-thirds of Swedish players bet with Svenska Spel in 2023

A recent study into the Swedish igaming market has found 16% of people play online casino, while 22% place placed online bets.

The research was conducted by Reflect Företagsutveckling on behalf of CasinoFeber, with 1,026 people taking part in the survey.

When asked which casinos players had heard of, 68% respondents replied with LeoVegas while 65% said Unibet and 64% said Mr Green.

Additionally, 62% said they had heard of bet365 while 50% said they had heard of Svenska Spel.

Half the respondents said they were aware of 10 or more of the sites, while 3.4% said they were familiar with all 24 casino sites.

Asked which of these online casino sites they had played with during the last 12 months, Svenska Spel led the way with 29% while LeoVegas and Unibet were second and third with 26% and 18%, respectively.

Additionally, most respondents, 60%, said they only gambled on one site while 16% of respondents said they played on two sites.

Only 8% said they played on three sites, while 11% said they used five or more sites.

When asked what the important factors were when it came to choosing a site to play on, the respondents were able to select up to five options.

The leading criteria was good odds of winning at 42%, with fast withdrawals (38%), hassle-free to play (37%), having a Swedish licence (31%) and no wagering requirements on deposits (29%) rounding out the top five.

Of the majority of responding participants, 61%, said they did not know how to check whether a site had a Swedish licence, and that percentage increased to 72% for those aged between 50 and 75.

When looking at sports betting, 89% of respondents said they had heard of Svenska Spel, 80% said ATG and 72% said Unibet.

Bet365, Betsson and LeoVegas followed at 68%, 66% and 63%, respectively, while only two participants said they were familiar with all 21 sites and 44% said they were familiar with over 10.

The majority of respondents, 66%, said they had played with Svenska Spel in the past 12 months. ATG was next up at 40% and Unibet a distant third at 15%.

Only 3% said they played on more than four sites, 7% said they played on three and 31% said they played on two. Almost two-thirds said they played on only one site.

Asked what the important factors were when choosing a sports betting platform, 45% of respondents said if the site was easy and hassle-free to play on, while 42% said whether it had a Swedish gambling licence.