GG.bet Barred From Operating in Sweden Over Licensing Violations
Swedish gambling regulator Spelinspektionen has taken decisive action against ASG 360 Services, the operator behind GG.bet, prohibiting the company from offering gambling services in the country. The regulatory body determined that GG.bet was actively targeting Swedish players despite lacking the required local license. The ban is effective immediately.
Investigation Uncovers Market Targeting
Spelinspektionen’s inquiry into GG.bet revealed that Swedish consumers could freely access the platform, create accounts, deposit funds, and gamble without any restrictions. A critical element in the case was the absence of geoblocking, allowing Swedish players to engage with the site as if it were legally available in the country.
Further scrutiny showed that GG.bet facilitated transactions in Swedish krona (SEK) and used Swedish-language promotional materials via affiliate marketers. Under Sweden’s gambling legislation, such indicators strongly suggest an operator is actively targeting the Swedish market, even if the site itself does not explicitly claim to be Sweden-focused.
Additionally, Spelinspektionen discovered that ASG 360 operated multiple mirror websites under variations of the GG.bet branding. However, the regulator did not specify the extent to which these additional domains were accessible to Swedish players.
Despite being offered a chance to respond, ASG 360 did not engage with Spelinspektionen or provide any clarification on its activities.
Regulator Issues Immediate Ban
In determining whether an operator is violating Swedish gambling laws, Spelinspektionen assesses various factors, including whether Swedish players can register, whether the site offers local currency, and if it is promoted in Swedish. The investigation concluded that GG.bet met all these criteria, confirming its unauthorized presence in the market.
Based on these findings, Spelinspektionen ruled that GG.bet was operating illegally in Sweden and issued a prohibition order against ASG 360 Services and its associated domains. The regulator stressed the urgency of compliance, 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 Top Illegal Gambling Platforms
The ban follows the publication of Q4 2024 data by ATG, which identified GG.bet as one of the most frequently visited unlicensed gambling sites in Sweden. The platform recorded 76,124 visits during the three-month period, ranking as the fifth most accessed unauthorized gambling site.
Luckyjungle.com, a relatively new entrant to the Swedish market since Q3 2023, led the list of unlicensed platforms with 147,284 visits in the same quarter. The report further revealed that 17 out of the 20 most visited unlicensed operators utilized platform providers that also serve licensed operators, highlighting concerns over regulatory enforcement.
With the addition of GG.bet to Spelinspektionen’s blacklist, the number of banned operators in Sweden has risen to three.
Swedish Regulations and the Legal Basis for the Ban
Swedish gambling laws mandate that any operator providing services to Swedish players must hold a valid local license. The primary objective of these regulations is to ensure that consumers engage with responsible and controlled gambling providers, minimizing risks associated with unregulated platforms.
Sweden’s regulatory framework allows Spelinspektionen to conduct covert test purchases to verify compliance. While, in this case, the test transaction was not fully completed, the investigation still found ample evidence of GG.bet’s active presence in the Swedish market.
ASG 360 Services, which is registered in Cyprus, operates under a Curaçao license through its parent company, River Entertainment BV. However, gambling licenses issued in Curaçao do not meet Sweden’s legal requirements, meaning the company had no authorization to operate within the Swedish market.
Spelinspektionen concluded that since Swedish players could access the platform, use SEK for transactions, and view Swedish-language marketing, GG.bet was in direct violation of licensing requirements. Given these infractions, the regulator determined that an immediate prohibition was necessary to prevent further unauthorized gambling activities.
Source:Sweden Bans GG.bet for Unauthorized Gambling Activities, lcb.org, March 17, 2025.