Raketech: Swedish bonusing rules benefit unlicenced operators

Continuing where he left off on SlotBeats, Christian Lowe, Chief Operation Officer of Raketech, maintains a dissection of the bonusing situation within the Swedish market, and just why the loft channelisation aspirations have fallen by the wayside.

SBC News: To begin, could you talk us through the basic premise of Casinobonusar.nu, and what it brings to the Swedish market?

Christian Lowe: Casinobonusar.nu is all about helping Swedish players find and understand the welcome bonus offers available from licensed casinos. 

The purpose is simple – make it easier to compare what’s out there, especially in a market where the rules are quite specific and players only get one welcome bonus per brand.

We focus on keeping things clear and honest. Instead of just listing bonuses, we explain how they work, what the terms mean, and what players should know before they get started. 

That way, there are no surprises – just transparent information that makes it easier to compare online casinos and their welcome bonuses.

SBCN: Rules and regulations around bonuses vary across geographies. Do you believe the fact that licensed casinos in Sweden are only allowed to offer a single welcome bonus to new players is an effective strategy?

CL: The rule allowing only one welcome bonus per player was introduced to encourage safer gambling habits, and in many ways, it’s done that. It creates a clearer structure for players and reduces the kind of bonus chasing that was more common before regulation.

As long as it doesn’t interfere too much with the overall player experience, the approach makes sense – many players appreciate knowing exactly what they’re getting without having to deal with complicated promotions.

At the same time, it does present a challenge when licensed operators are expected to follow strict rules, while unlicensed sites continue to reach Swedish players from outside the system. 

These sites aren’t subject to the same regulations, which means they can offer ongoing bonuses and promotions that aren’t allowed under Swedish law. 

That difference can make it harder for licensed operators to compete, even though they’re the ones offering a safer and more transparent experience. It’s a situation that’s still being looked at closely, especially in relation to how to keep players choosing the regulated option.

SBCN: Channelisation has been a significant talking point when it comes to the Swedish market. Why has this consistently fallen short of the targets set?

CL: One of the main reasons is that unlicensed operators can still be accessed by Swedish players, even if they don’t hold a Swedish license. 

As long as the operator doesn’t offer its services in Swedish, doesn’t use SEK as a currency option, and doesn’t provide Swedish-language customer support, it can technically remain outside the scope of current regulation – while still being just a few clicks away for Swedish players.

Since these operators aren’t subject to the same restrictions, they’re able to offer things that licensed casinos in Sweden cannot – such as ongoing bonuses, VIP programs, loyalty rewards, and other promotional features. 

This creates an imbalance, where the unlicensed alternative may seem more rewarding on the surface, even though it lacks the same consumer protections.

This challenge is a big part of why channelisation has fallen short of expectations.

SBCN: What do you think needs to be done to turn this around?

CL: First and foremost, there needs to be more effective enforcement against unlicensed operators who continue to reach Swedish players. 

The current rules around language, currency, and support are a start, but more can be done to close the loopholes that allow these sites to operate in the black market. Stricter oversight and clearer consequences would help level the playing field for licensed operators.

At the same time, it’s important to make the regulated market more appealing – not just safer. That could mean reviewing certain restrictions, like the bonus limitations, to ensure they’re still achieving their intended goals without pushing players away. It doesn’t have to be a matter of relaxing regulation, but rather making sure it supports both protection and engagement.

In the end, it’s about striking the right balance: looking after the player while also allowing the industry to grow responsibly, and giving people a reason to choose the regulated option.

SBCN: What do you believe the future holds when it comes to bonuses within the Swedish market?

CL: Bonuses will likely remain a carefully regulated part of the Swedish market, but that doesn’t mean things are set in stone. 

As the market continues to mature and more data becomes available, there may be room to review how the current rules are working in practice – especially when it comes to balancing player protection with keeping the licensed market attractive and competitive.

There’s an ongoing discussion around whether the current restrictions, like the single welcome bonus limit, are achieving their intended effect or if some adjustments could actually improve channelisation and player satisfaction without compromising safety. 

Any changes would likely be small and measured, but even slight refinements could make a meaningful difference.

Whatever the future holds, bonuses that are easy to understand and feel genuinely rewarding – without being misleading – will continue to resonate with players.