The Swedish Gambling Authority has recorded an increase in unauthorized gambling marketing across digital platforms. The regulator identified new promotional methods used by unlicensed operators to reach players in Sweden.
Marketing Channels and Traffic Sources
Illegal operators now utilize influencer partnerships, search-optimized websites, sponsored media articles, and advertisements featuring AI-generated celebrity imagery. Affiliate networks and broadcast streamers on Twitch and Kick remain the main sources of player traffic. Authorities also observed expansion in private Discord communities and SMS campaigns promoting casinos without Swedish licenses.Regulatory Response
The agency concluded that existing regulations do not cover current promotional practices. Officials are recommending enhanced monitoring measures for foreign operators directing marketing efforts toward Swedish residents.During the previous year, the SGA examined eleven cases of unlawful marketing, covering both influencer collaborations and digital advertisements.
Source: iGaming News.