Blask data: ATG leads Sweden on brand strength, Svenska Spel on earning potential

Analytics firm Blask has published a snapshot of Sweden's online gambling market based on data extracted on 26 October 2026. It shows that state-linked brands still hold the strongest positions, although newer casino names are gaining ground quickly. The measurements cover consumer interest across 210 brands, including some that do not hold a Swedish licence.

On Blask's Brand Accumulated Power (BAP) measure, ATG is first with 32.34%, followed by Svenska Spel at 19.89% and NV Casino at 11.45%. Bet365 holds 3.74% and LeoVegas 3.42%. The top three brands together account for nearly 64% of measured brand power, and adding bet365 and LeoVegas lifts the share to almost 71%. ATG also tops the Acquisition Power Score, which estimates the ability to attract new customers, at about 1.71 million, ahead of Svenska Spel at 1.05 million and NV Casino at 517,820.

The order changes when revenue potential is considered. Svenska Spel leads on Blask's Competitive Earning Baseline with an estimated $216.23M, roughly $39M more than bet365, while ATG falls to fourth. NV Casino grew by more than 50,000% year on year from a very low base and is now among the most-searched gambling brands in the country.

Interest in online casino in Sweden is up 139% year on year, with live dealer casino up 72%. Blask reads the September dip as a seasonal cooldown after a strong August rather than a change in direction. Slots make up about 92% of casino lobby content and account for all of the top 10 games by player interest.

The report also outlines the regulatory backdrop. Spelinspektionen issues all Swedish gambling licences under the Gambling Act, which took effect on 1 January 2019. Licensed operators must follow rules including a minimum age of 18, bonuses generally limited to a player's first gambling occasion, moderate advertising and connection to the national self-exclusion system Spelpaus. According to Spelinspektionen, about 84% of gambling activity in the competitive market in 2025 took place with licensed operators, with the remainder going to unlicensed sites, often offshore operators licensed in Malta or Curaçao. The licensed share was higher for betting than for online casino.