Sweden: Online Casino Interest Rises 139% as ATG Leads Brand Rankings

Sweden.- 3 November 2026 | www.zonadeazar.com A new report based on Blask data has revealed that interest in online casinos in Sweden increased by 138.8% year-on-year, while live dealer casino interest grew by 71.66%.

Published on 2 November 2026, using data collected up to 26 October, the study examines leading gambling brands, search trends and developments in Sweden’s regulated market.

The findings highlight the leading positions of ATG and Svenska Spel, alongside the expansion of emerging casino brands and the continued dominance of slot games.

ATG Leads Sweden’s Brand Strength Rankings

According to Blask’s Brand Accumulated Power (BAP) metric, which measures accumulated brand attention, ATG ranks first in Sweden.

The five leading brands are:

  • ATG: 32.34%.
  • Svenska Spel: 19.89%.
  • NV Casino: 11.45%.
  • bet365: 3.74%.
  • LeoVegas: 3.42%.

The top three account for approximately 64% of the brand strength measured by Blask.

ATG also leads the ranking for estimated customer acquisition potential.

Svenska Spel Leads Estimated Earning Potential

The rankings change when considering Competitive Earning Baseline (CEB), a metric estimating brands’ potential to generate revenue.

Under this measure, Svenska Spel leads with US$216.23 million, followed by bet365 and LeoVegas.

The leading estimates are:

  • Svenska Spel: US$216.23 million.
  • bet365: US$176.76 million.
  • LeoVegas: US$143.04 million.
  • ATG: US$120.76 million.
  • Unibet: US$116.46 million.

These figures represent estimates of commercial earning potential rather than revenue officially reported by the companies.

The differences between the rankings demonstrate that stronger brand visibility does not necessarily translate into greater estimated revenue potential.

NV Casino Records Growth Exceeding 50,000%

One of the report’s most notable findings concerns NV Casino, whose brand strength indicator increased by 50,210% year-on-year.

Max Tesla, CEO and Co-Founder of Blask, explained that the unusually large percentage increase primarily reflects a very low comparison base in 2025.

According to Tesla, interest in NV Casino began increasing substantially in March 2026 and remained elevated in subsequent months.

Among other leading brands, Unibet recorded 12.71% year-on-year growth, while Svenska Spel increased by 12.32%.

Online Casino Interest Increases by 138.8%

Online casino recorded the highest level of digital interest among the categories analysed.

The Blask Index, which measures gambling-related search activity, produced the following results:

  • Online casino: 2.23 million, up 138.8% year-on-year.
  • Live dealer casino: 658,500, up 71.66%.
  • Online betting: 350,900, down 2.58%.
  • Online poker: 169,900, down 19.27%.

Despite significant annual growth, both online casino categories recorded monthly declines in September.

Blask interpreted the reduction as a possible seasonal slowdown following particularly strong activity in August.

Prediction Markets Record 233.6% Growth

The report also identified increased consumer interest in prediction markets.

This category registered 233.6% year-on-year growth, the largest percentage increase among the segments examined.

However, its interest index reached approximately 9,010 points, substantially below the 2.23 million recorded for online casino.

Consequently, the high percentage growth does not indicate that prediction markets have reached a scale comparable to Sweden’s established gambling categories.

Slots Dominate Digital Casino Content

Slot games account for approximately 92% of online casino lobby content tracked by Blask in Sweden.

The research covered 148 brands and examined both game visibility and measured player interest.

Leading titles by share of interest include:

  • Pirots 4: 11.84%.
  • Starburst: 9.01%.
  • Bonanza: 7.94%.
  • Pirots 3: 7.27%.
  • Le Bandit: 7.26%.

Slots occupy all ten leading positions in the player interest ranking.

Meanwhile, Pirots 5, Book of Dead and Wrappin’ Gold are among the titles with the highest visibility across casino lobbies.

Sweden’s Regulated Market Has Operated Since 2019

Sweden’s online gambling framework operates under the Gambling Act (Spellagen), which came into force on 1 January 2019.

The Swedish Gambling Authority (Spelinspektionen) is responsible for licensing and supervising operators.

Key requirements include a minimum gambling age of 18, restrictions on promotional bonuses and mandatory access to the national self-exclusion programme Spelpaus.

Licensed commercial gambling operators are also subject to a 22% tax on gross gaming revenue.

According to the regulator, approximately 84% of gambling activity in the competitive market during 2025 took place through Swedish-licensed operators.

Market Impact and Outlook

The report highlights growing interest in digital casino gaming, alongside important differences between brand visibility and estimated commercial potential.

ATG remains the leading brand by accumulated strength, while Svenska Spel tops estimated earning potential and NV Casino has recorded substantial growth from a low starting point.

The findings also demonstrate the dominance of slots and the emergence of additional categories, including prediction markets.

With online casino interest increasing by 138.8% year-on-year and approximately 64% of measured brand strength concentrated among three companies, Sweden presents a competitive digital gambling market combining established operators and emerging brands.

Blask’s indicators measure consumer interest and estimated commercial potential and should not be interpreted as official revenue figures or actual market shares within Sweden’s licensed sector.

Edited by: @fonta

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