Sweden’s top gambling firms reveal mixed success in curbing risky play
Three of Sweden’s largest gambling operators—Svenska Spel, Kindred Group, and ATG—have released their latest responsible gambling figures for the second half of 2023. The report highlights how many players were contacted about risky behaviour and what actions they took afterwards. Each company saw different levels of success in reducing gambling activity among those flagged for intervention.
Svenska Spel reached out to 1.9% of its customer base during the period. Of those contacted, 74.8% cut back on their gambling, while 49.7% lowered their deposits. A further 9.4% chose to self-exclude for six months or longer. Their sports and casino division saw similar trends, with 75.6% reducing gambling and 49.6% depositing less.
Kindred Group contacted a smaller share—just 0.5% of its players. Despite this, 78.2% of those reached reduced their gambling, and 78.6% made fewer deposits. Only 2.2% opted for self-exclusion, with 1.6% committing to at least six months. ATG’s efforts were less effective compared to the first half of the year. The company contacted 1.5% of its Swedish players, but only 56.4% reduced their gambling, and 59.9% cut deposits. The report noted a decline in successful interactions overall. Separately, Deutsche Telekom’s T-Online service reported the highest number of contacts with players who had excluded themselves from gambling for six months or more during the same period.
The figures show varying degrees of impact across the three operators. Svenska Spel and Kindred saw higher rates of reduced gambling after interventions, while ATG experienced a drop in effectiveness. The data provides a snapshot of how responsible gambling measures are performing in Sweden’s regulated market.
