Betsson Ordered to Repay €500K to Addicted Gambler

In a precedent-setting decision, Sweden’s Supreme Court has ruled against Betsson, siding with a former gambling addict.

The Malta-based BML Group, a Betsson subsidiary, must repay €500,000 to a Swedish player who suffered significant gambling harm.

The court found Betsson exploited the player’s addiction using aggressive marketing, bonuses, and VIP-level targeting.

This ruling signals stricter legal scrutiny over VIP programs and operator accountability—even for pre-regulation cases.

Swedish Supreme Court Orders Betsson to Repay €500K to Addicted Gambler in Landmark Case

Key Points

• Sweden’s Supreme Court upheld a €500,000 repayment from Betsson’s BML Group to a former VIP player with gambling addiction.
• The court ruled Betsson’s VIP incentives and targeted promotions exploited known vulnerabilities and were against good faith.
• Although events predate Sweden’s 2019 Gambling Act, the court found Betsson used data that indicated clear addiction risks.

VIP Marketing Backfires as Sweden’s Top Court Holds Betsson Liable for Gambling Harm

Stockholm, 1 July 2025 – In a watershed moment for the European iGaming industry, Sweden’s Supreme Court has ordered Betsson’s BML Group to repay €500,000 to a former Swedish customer who developed a gambling addiction. The case represents one of the most consequential legal actions ever taken against an operator for failing to uphold player protection standards.

The ruling confirms a December 2023 judgment by the Patent and Market Court of Appeal. That court determined that Betsson’s Malta-licensed subsidiary had exploited the customer’s addiction through VIP promotions and direct marketing, even after signs of problem gambling were evident.

The Story Behind the Ruling

The individual in question gambled on Betsson’s platforms between 2009 and 2014, a period prior to Sweden’s regulatory overhaul under the 2019 Gambling Act. Despite the pre-regulation status, the court emphasized that Betsson used detailed behavioural data to personalise offers, bonuses, and outreach—thus demonstrating knowledge of the gambler’s vulnerability.

In January 2012, Betsson elevated the player to VIP status, triggering an escalation in bonus incentives, gifts, and personalised messages from dedicated account managers. From then until the player self-excluded in October 2014, he recorded net losses of over €527,000.

The court found the agreements related to gambling during the VIP period legally invalid, stating:

“It would violate good faith and honour to enforce these gambling agreements, given the circumstances.”

Although the court overturned a minor emotional damages award of SEK10,000, it reaffirmed that the gambling operator acted irresponsibly by failing to intervene.

Data-Driven Marketing Raises Ethical and Legal Alarms

The judgment described how BML Group had access to “extensive and detailed information” about the player’s gambling patterns. This included play frequency, bet size, time spent online, and other metrics linked to gambling disorder.

Despite this, Betsson’s systems continued to push marketing communications, bonuses, and promotions, directly contributing to the player’s mounting losses. The Supreme Court stated there was “no doubt” that the player met the diagnostic criteria for gambling disorder even before his formal diagnosis.

This judgment underscores the risk of automated marketing and CRM systems that fail to include effective safeguards, particularly when serving high-value clients.

Betsson Reacts: ‘Unique Case’ with No Wider Impact

In response, Betsson CEO Pontus Lindwall acknowledged the ruling but downplayed its broader implications:

“We are of course disappointed… but these are very specific circumstances and not expected to impact our wider operations.”

He added that Betsson now employs rigorous responsible gaming protocols, including blocking known problem gamblers from using its services.

Nevertheless, legal and regulatory analysts warn that this case could open the floodgates for similar claims, especially in markets with newly enforced or retrospective consumer protection laws.

Implications for the iGaming Industry

This case will likely trigger heightened regulatory attention on VIP programs, especially those involving personalised incentives, cashback offers, and relationship management by account handlers. Many jurisdictions—including the UK, Netherlands, and Australia—have already moved to ban or severely restrict VIP gambling schemes due to their links with problem gambling.

Operators may also need to review their historical data handling practices, even for customers acquired prior to licensing reforms. Courts could interpret sustained marketing to high-risk players as willful neglect—especially if behavioural data was collected but ignored.

The Swedish Supreme Court’s ruling against Betsson marks a turning point in operator accountability and responsible gambling enforcement. While the gambling activities in question occurred before Sweden introduced modern regulations, the court made clear that operators must act in good faith when they know—or should know—that a player is vulnerable.

As a result, the industry faces mounting pressure to redesign its VIP and retention programs, strengthen data-based player risk assessments, and prepare for potential historical claims. Operators should treat this ruling not as an isolated incident, but as a precedent that reshapes the standards of care in global iGaming.

📢 Join the Conversation!

Want to share your thoughts or ask questions about our latest articles? Stay connected and be part of the discussion by joining our Telegram and WhatsApp channels!

🔹 Get real-time updates
🔹 Share insights with industry peers
🔹 Ask questions & get expert answers

👉 Join us on Telegram 👉 Join us on WhatsApp

Let’s keep the conversation going!