4H AGENCY
This market overview was prepared by Ivan Kurochkin, Head of Eastern Europe Desk, Partner and one of the founders of 4H Agency.
After 10+ years’ experience in consulting every type of clients from the testing laboratories to global operators and B2B providers on a variety of matters related to the gambling operations, Ivan has proven himself to be a business- oriented
u License application fee is ~US$ 25,000. u Annual supervision fee is ~US$ 28,600.
u
Online& land-based sports betting license: u
Term is up to five years.
u License application fee is ~US$ 25,000. u Annual supervision fee is ~US$ 28,600.
Land-based slot machines license: u
Term is up to five years. u u u
License application fee varies from ~US$ 2,700 to 8,600.
Additional fee per slot machine is ~US$ 320.
Annual supervision fee up to ~US$ 92,100.
Land-based card games license: u
u
Term is two years and a maximum of two tournaments per day.
License application fee varies from ~US$ 2,700 to 8,600.
u u
Additional fee per card game is ~US$ 320.
Annual supervision fee up to ~US$ 92,100.
KEY ADVERTISING RESTRICTIONS u
u
Gambling advertising must be moderate, responsible, and truthful, and must not undermine consumer trust.
u u
Advertising must not target or appeal to minors (under 18), nor appear near schools or in youth-focused contexts. Self-excluded players may not be
u u u
marketed to, unless they have explicitly consented after exclusion.
Advertising must not be misleading: no exaggeration of winnings, no suggestion that outcomes can be influenced, and no confusion with unlicensed operators.
Only licensed operators may advertise; promoting or affiliating with unlicensed gambling is prohibited and sanctioned.
u
Affiliates are fully subject to the same rules as operators; operators must actively prevent their ads from appearing on illegal or inappropriate sites.
Bonuses are restricted to the first participation only, except for public- interest gambling.
u
Sponsorship is allowed, but never in connection with minors, youth events, or products used by under-18s.
Advertising must include age limits and problem-gambling support information (with limited media exceptions).
u
Messages encouraging fast betting, quick payouts, immediate play, or easy large wins are considered non- moderate and unlawful.
Gambling ads by unlicensed entities are banned on TV, radio, on-demand services, teletext, and video-sharing platforms.
LOCAL MARKET SPECIFICS
Sweden stands out as one of the most mature and stable gambling markets in
Europe. Te country has a well-developed regulated ecosystem with high channelisation, meaning most player activity remains within the licensed market and the grey segment is limited.
Regulation follows a classic European approach: comprehensive, enforcement- driven, and focused on consumer protection. All major verticals are licensed, and the presence of large international operators such as Betsson, Kindred (Unibet), ATG, and Svenska Spel underlines the market’s credibility and long-term attractiveness.
In recent years, the market has clearly shifted toward online gambling, and the closure of land-based casinos reflects this structural change rather than a regulatory shock. Physical casinos had already lost much of their relevance due to digitalisation, changing player behaviour, and strict responsible gambling standards. Sweden is effectively formalising an online-first model. Compared to many other European jurisdictions, Sweden also experiences less regulatory turbulence. Te framework evolves gradually, without sudden reversals or disruptive policy shifts, which supports stable revenues and predictable market conditions. Overall, Sweden is a reliable, long-term market defined by strong regulation, high channelisation, and a fully established online gambling landscape.
multi-jurisdictional advisor for entering new markets across the globe. His background helps him to choose the best and most efficient scenarios for expansion to new market or for bringing existing operations of the Agency’s clients to a significantly new level.
If you are considering venturing into the markets of CIS countries or seeking expert advice on navigating the complexities of the gambling industry, Ivan is the go-to person. Take action now and reach out to Ivan to explore how 4H Agency can support your endeavours in the vibrant and evolving landscape of the CIS region.
4H Agency is a global gambling advisory. We provide expert guidance to B2C operators and B2B providers, spanning market insights, payments, product localisation, regulations, licensing, public affairs, and more.
ik@4h.agency
t.me/Ivan_Kurochkin https://4h.agency
Page 1 |
Page 2 |
Page 3 |
Page 4 |
Page 5 |
Page 6 |
Page 7 |
Page 8 |
Page 9 |
Page 10 |
Page 11 |
Page 12 |
Page 13 |
Page 14 |
Page 15 |
Page 16 |
Page 17 |
Page 18 |
Page 19 |
Page 20 |
Page 21 |
Page 22 |
Page 23 |
Page 24 |
Page 25 |
Page 26 |
Page 27 |
Page 28 |
Page 29 |
Page 30 |
Page 31 |
Page 32 |
Page 33 |
Page 34 |
Page 35 |
Page 36 |
Page 37 |
Page 38 |
Page 39 |
Page 40 |
Page 41 |
Page 42 |
Page 43 |
Page 44 |
Page 45 |
Page 46 |
Page 47 |
Page 48 |
Page 49 |
Page 50 |
Page 51 |
Page 52 |
Page 53 |
Page 54 |
Page 55 |
Page 56 |
Page 57 |
Page 58 |
Page 59 |
Page 60 |
Page 61 |
Page 62 |
Page 63 |
Page 64 |
Page 65 |
Page 66 |
Page 67 |
Page 68 |
Page 69 |
Page 70 |
Page 71 |
Page 72 |
Page 73 |
Page 74 |
Page 75 |
Page 76 |
Page 77 |
Page 78 |
Page 79 |
Page 80 |
Page 81 |
Page 82 |
Page 83 |
Page 84 |
Page 85 |
Page 86 |
Page 87 |
Page 88 |
Page 89 |
Page 90 |
Page 91 |
Page 92 |
Page 93 |
Page 94 |
Page 95 |
Page 96 |
Page 97 |
Page 98 |
Page 99 |
Page 100 |
Page 101 |
Page 102
