Swedish regulator opened no Casinodaddy case despite complaints
Sweden’s gambling regulator has not opened a supervisory case against Casinodaddy despite receiving complaints, saying it lacks sufficient legal grounds to establish that the English-language casino promoters target Sweden.
Investigator Marcus Aronsson told SVT Nyheter that language complicates that assessment. Swedish targeting can also involve prices in kronor, Swedish flags or a Swedish telephone prefix; English alone is not a blanket exemption.
The company promotes casinos without Swedish licences. SVT’s investigation found that Swedish users formed the largest single share of its website traffic, estimating 36.6 per cent over a year. That is not a majority.
Casinodaddy co-owner Mathias Joelsson disputes the third-party audience analysis. He says the broadcasts are entirely in English, Swedish-language chat is moderated, and the company’s own data shows a primarily international audience. The company declined to disclose those figures to SVT.
The regulator says complaints arrived over the past year but did not provide enough basis to open supervision. The disagreement concerns evidence of a Swedish target market, not a finding that Casinodaddy has committed an offence.
For viewers in Sweden, the investigation exposes the difficulty of determining which country’s gambling safeguards apply to promotion delivered across borders in English.
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