Data last updated:July 29
Gambling market overview in Sweden
iGaming insights, trends and data from Blask
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Sweden
Blask Index performance
Blask Index shows the level of engagement and interest across all brands in Sweden.
1.46M
Highest period value
May 26
This metric serves as a barometer for the iGaming industry and integrates various indicators to provide an overall view of market trends and shifts.
Read more5/168
Brands listed in Sweden
Top brands by BAP
BAP (Brand's Accumulated Power) shows each brand’s share of total consumer interest — a quick way to compare visibility across the market. This is just the surface.
| # | Brand | BAP | MoM |
|---|---|---|---|
| 1 |  ATG | 38.17% | 7.92% |
| 2 |  Svenska Spel | 18.83% | 15.59% |
| 3 |  Bet365 | 4.08% | 6.53% |
| 4 |  LeoVegas | 3.8% | 1.25% |
| 5 |  Unibet | 2.21% | 27.31% |
Blask tracks iGaming brands in each country to rank them by 5+ key performance metrics.
Player motivations and products
Blask creates iGaming audience profiles using a multi‑step approach based on extensive user surveys across multiple countries. This data powers an AI model enhanced with industry knowledge, market dynamics, and player psychology.
Read moreSports Betting Motivations
To earn money
30%
To win (without reference to money)
25%
Comfortable, easy / no need to leave home
25%
Which products do you use
Lottery
80%
Casino (Blackjack, Roulette, Baccarat, etc.), LIVE casino (Real Dealer), Card or dice games
70%
Traditional sports (e.g., football, cricket, kabaddi)
60%
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