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Sweden's re-regulated online gambling market opened in January 2019. Sweden now has over 50 licensed operators, but a lot of these brands offer their sportsbook as a side-dish to their gambling category of focus - the online casino. Players may want access to all manner of slots or casino games to complement their sports betting, but the reality is that these offerings are largely the same, operator-to-operator, since they all choose from the same pool of gaming suppliers. One casino to the next, there won't be much difference.
However, the quality of Swedish sports betting platforms is not nearly as uniform across operators. This is especially the case since those that are truly focused on sports betting have invested to develop their own bespoke sportsbook technology. Since a player's use of a sportsbook platform is far more involved, nuanced & complex compared to a relatively simple casino game, our specific focus at SNBET is to rank Swedish online gambling operators based on the quality of experience for the sports bettor.
We discuss other gaming topics for sure, but our ranking of Swedish betting sites has been created through the lens of what makes a premier sports betting experience. This means that our ranking is focused on a mix of criteria for judgment. The most important aspect that influences our ranking is the quality of the sportsbook platform itself: intuitiveness, speed, features, odds value, market breadth & sport coverage. You want the best of these things if you're focused on sports betting. It's not a science, but the vast majority of our ranking comes from this stuff - around 85%.
Then, into the mix comes the available sportsbook banking or payment options for Sweden. You've got to get your money in and out of your betting account. Some operators offer very few methods, while others have a huge array. More options might be better, but if you prefer the most popular method, having a huge array of choice might mean very little. Either way, we take this into account and help you find the best sportsbooks across all the popular Swedish payment methods, in case it does hold importance for you. Our judgment on the associated array of payment methods makes up a further 10% or so of our betting site ranking.
Lastly, our assessment of respective Sweden sportsbook bonus offers contributes to only about 5% of how we rank sports betting operators for Sweden. After all, you want to have a great experience at your sportsbook long after you sign up, and we don't think an extra 500 kronor for a deposit bonus will have much of an impact in this respect. If certain brands are similar on the crucial criteria mentioned above, a better or more achievable offer will push that brand to a higher ranking. We discuss Sweden betting offers in full elsewhere on SNBET because regulations require terms & conditions be present alongside offers.
Key sportsbook criteria in Sweden: Event live streaming & banking ID account registration |
If you want the ability to stream live sporting events within your online betting platform, know that not every provider in Sweden offers this ability, but several of our recommended brands do. We highlight them on our page about Sweden sportsbooks with event livestreaming. If your priority is really quick registration, know that every brand that we recommend allows new customers in Sweden to register with their national online banking credentials. This means that the sign up process for a new betting account, is faster and simpler than anywhere else in the world. |
Companies that run sportsbook review sites want to refer new customers to the brands they work with. That's their main goal. However, if a given betting company already has a huge customer-base in Sweden, by the numbers, it's actually pretty hard for that review publisher to refer new customers to them - the market is already saturated. Compare this to the opportunity to promote brands that are relatively new to Sweden, or are generally much smaller. If a large brand already has 1.5 million accounts holders in Sweden, none of those customers can be referred again by a given review publisher. So a smaller brand with only 100,000 account holders, represents a much bigger opportunity for new referrals.
This is the dynamic that ends up pushing the best sportsbooks down most reviewers' ranked lists. It's not that they are inferior for you the player, they are inferior opportunities for the review publisher. So as you query your favourite search engine or AI app for top Swedish betting providers, this explains why the better platforms are often ranked way down a given list. That's not an honest ranking of top providers. That's a list that is designed to make the most efficient use of the review publisher's own traffic.
This is to your detriment, because the brands ranked at the top of most lists actually offer a far inferior sports betting experience. We're not interested in promoting inferior brands for our own benefit. We built our list as if it would be presented to individuals in Sweden that are coming to sports betting for the first time. If you need your first account, where should that be held? If you've already got accounts with these big incumbent brands that we rank highly, you're smart enough to move on to the excellent alternatives that we list.
That's a good and fair question. We've been in the business of reviewing online sports betting brands for a long time. Our first SNBET site was born out of our dissatisfaction with the vast majority of gambling review sites that created bogus content in order to market poor or disreputable providers to unsuspecting players for their own enrichment. This was especially problematic since the market in question was Canada, which has largely been a "grey market", without local regulations. The Canadian SNBET site grew to become a trusted authority in the market, cultivating an audience that appreciated our honest approach to the good and the bad in online sports betting.
Make no mistake, our site is a form of advertising or marketing, and we are compensated by our recommended brands. However, essentially every operator in Sweden has an affiliate program, but you may notice that we only recommend a small fraction of these brands, given the prism through which we view online gambling - one focused on a top sports betting experience (as opposed to other gaming types).
As such, you may come to realise that we actually have some pretty negative reviews of various operators. That's a rarity among online gaming marketers. Most "reviewers" keep their brand reviews positive, and simply reinforce your search for validation on any given brand. For example, if you're looking for a review or information on "XYZ sportsbook", typical review content can often be boiled down to: "XYZ sportsbook is great - sign up now!"
Such validation is easy, and converts new customers well, but is often dishonest. We'd prefer to present honest opinions, instead of phony validation, and if necessary, point you toward better operators. We'd rather risk that loss of revenue, and promote what are in our opinion, superior operators or platforms.
Furthermore, know that all affiliate marketing programs offer different rates of remuneration. Most sportsbook or casino review sites will create a ranked-list that is closely related to their potential revenues with the given brands. Opportunity for conversion of new referrals is important, but so is the rate of revenue to be shared. The more a betting brand will share in revenue with the review site publisher, the higher that brand's ranking will often be. With that ranking will come a more positive review, whether it is truly merited or not. That's not how we work. At SNBET.se, our ranking is purely a reflection of how we feel about the product, for those that are serious about sports betting in Sweden.
As explained above, we can with full conviction, say that our "opportunity" to refer more customers and earn higher revenues would come with a far different ranked order than what you will find on our site. If we promoted our highest converting and highest revenue sharing partners with commensurate rankings, our list would look far different than it does.
We sincerely hope you find our approach to sports betting reviews in Sweden to be helpful. As you begin your journey with any brand, please set your limits & play responsibly. No one sets out betting on sports with the intent to develop a problem. Use these important tools to your benefit. When betting or gambling stops being fun, it's time to stop - so please take care.