In the concluding portion of a four-part SBC Media special, Christian Lowe, Chief Operation Officer of Raketech, and key figure of CasinoPro.se, takes one final look at the Swedish gambling ecosystem, addressing potential oversaturation, advice to fresh entrants and what are the ultimate keys to success.
SlotBeats: How would you assess the number of casinos within Sweden’s iGaming space? Is it oversaturated or is there room for further additions?
Christian Lowe: Sweden’s iGaming market is competitive, but I wouldn’t call it oversaturated. There’s a solid number of licensed operators offering a wide range of experiences, which gives players plenty of choice and keeps the overall standard high.
That level of competition has pushed the industry in a positive direction – towards better platforms, clearer communication, and a stronger focus on responsible gambling.
Rather than being a crowded or closed-off market, it’s more accurate to say it’s well-established. It has clear rules, active oversight, and a stable foundation – but there’s still room for development as player habits and technology continue to change.
SB: What advice would you give to a prospective new entrant?
CL: Start by getting a strong feel of what Swedish players actually care about. It’s a market built on trust, and players tend to appreciate clarity, consistency, and a trouble-free experience. Rather than trying to do everything at once, focus on doing a few things really well – whether that’s clean design, responsive support, or an honest approach to bonuses and communication.
Being mindful of the long-term also makes a difference. Success here isn’t just about launch day – it’s about earning loyalty over time by delivering value and respecting the expectations of the audience.
SB: Related to the previous questions, what would you identify as the ultimate keys to success when it comes to appealing to players across the nation?
CL: As mentioned in the previous answer, trust is one of the most important foundations. Swedish players have high expectations when it comes to fairness, transparency, and overall quality – and they tend to stay loyal to operators who keep delivering on that promise.
Beyond that, simplicity and consistency go hand in hand. If a site is easy to navigate, the terms are straightforward, and the overall experience feels good, players are far more likely to return.
It’s not always about flashy brand ambassadors or a cool name – it’s about creating a service that feels honest, reliable, and enjoyable every time you log in.
SB: If we look at specific operators which have proven to be the most popular on a consistent basis? What facets of these do you believe resonate most?
CL: Operators like Betsson, LeoVegas, and Bethard have maintained strong positions in the Swedish market – and it’s largely because they focus on getting the fundamentals right.
These brands offer a reliable experience with fast withdrawals, responsive customer support, and platforms that are easy to navigate on both desktop and mobile.
What really resonates with players is the sense that they know what to expect. Clear terms, user-friendly design, and an easy registration and verification process all play a big part – and it’s that consistency in delivering value, being transparent, and prioritising a safe and enjoyable experience that helps these operators maintain long-term trust.
