Swedish Regulator Bans GG.bet Operator ASG 360

Sweden’s gambling regulator, Spelinspektionen, has banned ASG 360 Services, the operator behind GG.bet, for unlicensed gambling.

An investigation revealed the company was actively targeting Swedish players without the required local licence.

Spelinspektionen took immediate action, reinforcing Sweden’s strict stance on illegal gambling activities.

Sweden’s Spelinspektionen Bans GG.bet Operator ASG 360 for Unlicensed Gambling Activities

Key Findings of Spelinspektionen’s Investigation

• GG.bet allowed Swedish players to register, deposit, and gamble without a licence.
• The platform offered transactions in SEK and used Swedish-language affiliates for marketing.
• ASG 360 failed to respond to the regulator’s inquiries, resulting in a swift enforcement action.

Why ASG 360 Services Was Banned

Spelinspektionen conducted a thorough investigation into ASG 360 Services, the Cyprus-based operator of GG.bet.

The regulator found that the company did not implement geoblocking controls, allowing Swedish players to freely access and use the platform.

GG.bet accepted deposits in Swedish kronor (SEK) and partnered with Swedish-language affiliate websites, both of which are considered indicators of targeting the Swedish market under Swedish gambling law.

The operator’s Curaçao licence does not authorize operations in Sweden, making its activities illegal under national regulations.

Multiple mirror sites were identified, allowing players to bypass potential restrictions.

ASG 360 failed to respond to Spelinspektionen’s requests for information, which further contributed to the decision to issue the ban.

GG.bet Among Sweden’s Most Popular Unlicensed Operators

A recent study by ATG, Sweden’s licensed horse racing betting operator, revealed that GG.bet was the fifth most visited unlicensed gambling site in Sweden during Q4 2024.

Traffic to GG.bet surged in late 2024, reaching 76,124 visitors in Q4, indicating strong engagement despite lacking a Swedish licence.

ATG also highlighted that 17 out of the 20 most popular unlicensed sites used the same platforms as licensed operators. This practice is problematic given the introduction of supplier licences in Sweden from 2023.

Spelinspektionen’s ruling aligns with its ongoing efforts to protect consumers and prevent illegal gambling operations from flourishing.

Sweden’s Strict Gambling Laws and Compliance Measures

Sweden’s Gambling Act clearly states that operators are considered to be targeting the market if they:

• Accept payments in SEK
• Use Swedish-language marketing and affiliates
• Fail to implement geoblocking for Swedish players

The regulator has cracked down on multiple unlicensed operators, ensuring that only locally licensed platforms can legally offer gambling services to Swedish consumers.

Spelinspektionen’s enforcement actions are designed to protect players, ensure responsible gambling, and maintain the integrity of Sweden’s gaming market.

What This Means for the Gambling Industry
For Players:

• Enhanced consumer protection from unlicensed operators.
• Stricter enforcement of responsible gambling regulations.

For Operators:

• Unlicensed companies risk immediate bans and financial penalties.
• Licensed operators benefit from a regulated and compliant market.

For Sweden’s Gambling Market:

• Strengthened integrity and enforcement against illegal operators.
• Ensures compliance with Swedish gaming laws and consumer protection measures.

Sweden Reinforces Its Stance on Illegal Gambling

Spelinspektionen’s ban on ASG 360 Services and GG.bet underscores Sweden’s commitment to protecting consumers from unregulated gambling platforms.

With increased regulatory oversight and enforcement measures, Sweden is tightening its grip on unauthorized gambling operators.

This case sends a strong message to other offshore operators—compliance with Swedish laws is non-negotiable.

As the industry continues to evolve, Sweden’s strict approach to gambling regulation will shape the future of legal gaming within the country.