Sweden Bans GG.bet for Unauthorized Gambling Activities

Sweden’s gambling authority, Spelinspektionen, has prohibited ASG 360 Services, the operator behind GG.bet, from providing gambling services in the country due to a lack of proper licensing. The regulatory body determined that the company, which is registered in Cyprus, had been targeting Swedish players illegally without a valid Swedish gambling license.

Spelinspektionen’s Investigation and Findings

Following an inquiry, Spelinspektionen confirmed that GG.bet was engaging with Swedish consumers despite not holding the necessary authorization. The investigation revealed that Swedish users were able to create accounts, deposit funds, and participate in gambling activities on the site. Notably, no geoblocking measures were in place to prevent access from Sweden.

GG.bet also offered transactions in the Swedish krona (SEK) and engaged in promotional activities using Swedish-language affiliates, which aligns with criteria defining market targeting under Sweden’s gambling laws. Although Swedish regulations do not explicitly penalize unlicensed operators for using English or foreign currencies, the presence of SEK and localized marketing materials signified an intention to attract Swedish players.

Additionally, Spelinspektionen identified multiple mirror websites operated by ASG 360 under the GG.bet brand. However, it remains uncertain how many of these sites were actively catering to Swedish customers at the time of the investigation.

Despite being granted an opportunity to respond, ASG 360 did not provide any statements or clarifications to Spelinspektionen regarding its operations.

Immediate Ban Imposed on GG.bet

Spelinspektionen outlined its process for determining whether an online gambling platform is unlawfully targeting Swedish players. Key factors include the ability for users in Sweden to register accounts, access services in SEK, and encounter marketing tailored to the Swedish audience.

In GG.bet’s case, the evidence indicated clear engagement with Swedish consumers. As a result, the regulator issued an immediate prohibition against ASG 360 and its affiliated GG.bet sites. Spelinspektionen emphasized the urgency of enforcing the decision, stating, “We consider that, in the interests of consumer protection and to guarantee gaming safety, it is important the decision is complied with immediately”.

GG.bet Among Sweden’s Most Popular Unauthorized Gambling Platforms

This regulatory action follows the release of Q4 2024 market data from ATG, which highlighted GG.bet as one of the most frequently visited unlicensed gambling sites in Sweden. During the quarter, the platform recorded 76,124 visits, making it the fifth most accessed unauthorized gambling site in the country.

Luckyjungle.com, which entered the Swedish market in Q3 2023, led the rankings with 147,284 visits in Q4. Out of the 20 largest unlicensed gambling operators, 17 used platforms that are also employed by licensed companies, raising concerns over industry compliance. With the inclusion of GG.bet, Spelinspektionen’s blacklist of banned operators has now expanded to three.

Regulatory Framework and Legal Implications

Swedish gambling regulations require all online gambling services targeting the domestic market to obtain a Swedish license. The prohibition against unlicensed operators is part of a broader strategy to ensure gambling activities are conducted through responsible and regulated providers. The law permits Spelinspektionen to conduct covert test purchases to verify compliance, though in this instance, the test transaction could not be fully completed.

ASG 360 Services Limited, which operates from Cyprus, licenses its gambling activities through its parent company, River Entertainment BV, registered in Curaçao under license number OGL/2024/688/0234. However, Curaçao-licensed gambling services are not recognized under Sweden’s regulatory framework.

According to Spelinspektionen, any gambling website that enables Swedish players to sign up and make payments in SEK falls under the country’s licensing requirements. Since GG.bet met these conditions, it was deemed to be unlawfully providing gambling services in Sweden.

Spelinspektionen reiterated that the decision was essential to safeguarding Swedish consumers and upholding market integrity. As such, ASG 360’s ban is enforceable immediately to prevent further unauthorized gambling activities in the region.

Source:

ASG 360 Services Limited Förbud att Tillhandahålla Spel [pdf], Spelinspektionen, March 13, 2025.