Sweden is preparing to shut down all of its Casino Cosmopol venues by 2026 — a major shift in how gambling will operate in the country going forward. The decision, confirmed by Svenska Spel, reflects both economic realities and long-term strategic planning in one of Europe’s most tightly regulated gambling markets. Official press release (in Swedish)

For affiliate marketers and online gambling businesses, this change opens up new dynamics and opportunities in the Sweden gambling market, particularly around online casino traffic and compliance-driven promotion strategies.

Here are five key takeaways from this development:

1. All Land-Based Casinos Will Be Closed

Svenska Spel has confirmed that all four of its Casino Cosmopol venues — Stockholm, Gothenburg, Malmö, and Sundsvall — will be shut down by January 1, 2026.

The decision follows prolonged declines in foot traffic and years of financial underperformance. The only currently active location — Stockholm — will be the last to close.

2. Digital Preference Among Swedish Players

Players in Sweden have increasingly shifted toward online casino platforms, especially since the launch of regulated iGaming in 2019. With easy mobile access, greater game variety, and strong trust in licensed online brands, this trend has become the new norm.

This shift mirrors global trends but is particularly relevant in Sweden, where the government maintains strict oversight through Spelinspektionen, the national gambling regulator.

3. Job Cuts and Industry Restructuring

Over 200 employees are expected to be affected by the closures. Svenska Spel has begun negotiations with labor unions to provide transitional support.

This may lead to a gradual restructuring of the national gambling workforce, potentially pushing more professionals into the online sector — especially in operations, customer support, and compliance roles.

4. Affiliates Will Need to Refocus on Digital

With the land-based casino segment closing entirely, affiliates and media buyers must focus on digital channels and optimize campaigns targeting regulated online gambling in Sweden. Expect growing interest in native ads, push traffic, and SEO-driven content built around Swedish iGaming offers.

It’s crucial to remain compliant with the country’s affiliate marketing rules, including transparency, responsible messaging, and avoiding unlicensed promotions.

5. The Future Is Regulated, Responsible, and Online

This isn’t just a budget cut — it’s a broader strategic move in line with Sweden’s long-term priorities:

  • Strengthening licensed iGaming platforms
  • Enhancing responsible gambling tools
  • Increasing oversight over digital player behavior

Operators and affiliates must expect tighter rules and more data-driven regulation, which also brings opportunities for those who focus on high-quality, compliant acquisition funnels.

Bottom Line for Affiliates:

The closure of Sweden’s land-based casinos confirms that future growth lies in the digital space. If you’re targeting Sweden online casino traffic, this is the time to double down on:

  • Localized ad creatives
  • High-quality pre-landings and funnels
  • Push and pop traffic
  • Content optimized for trust, transparency, and user protection.