Spelinspektionen Bans ASG 360 for Unlicensed Gambling
LISTEN TO THIS ARTICLE:Sweden’s gambling authority, Spelinspektionen, has banned ASG 360 Services, the operator behind the GG.bet brand, from offering its services in the country due to unlicensed online gambling.
An investigation by Spelinspektionen, released on March 13, revealed that GG.bet had been illegally targeting Swedish players. ASG 360, a Cyprus-based company, does not hold a Swedish gambling license, making its operations unlawful.
The regulator highlighted that ASG 360 holds a gambling license in Curaçao under its parent company, River Entertainment BV. However, this does not grant the company permission to operate in Sweden.
Illegal Targeting of Swedish Players
Spelinspektionen's investigation found that Swedish players could sign up, deposit funds, and play on GG.bet without any geo-blocking restrictions. The site also allowed gambling in Swedish kronor (SEK) and used Swedish-language affiliates to promote its services, both of which are explicitly prohibited under Sweden’s gambling laws.
Swedish regulations do allow unlicensed operators to target players in English and accept foreign currencies like euros without penalties. However, GG.bet’s use of Swedish-language marketing and local currency confirmed its illegal targeting of Swedish consumers.
The regulator also discovered that ASG 360 was responsible for several mirror websites under the GG.bet brand, although it remains unclear how many were accessible in Sweden during the investigation.
Spelinspektionen attempted to contact ASG 360 regarding the findings, but the company did not respond.
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Immediate Ban Enforced
In its ruling, Spelinspektionen outlined the criteria used to determine whether an unlicensed operator is actively targeting Swedish players. If a gambling site prevents Swedish consumers from registering, the Swedish Gambling Act does not apply. However, since GG.bet allowed users to sign up and play, it fell under Swedish jurisdiction.
Additional factors, such as offering SEK as a currency option and marketing in Swedish, further supported the regulator’s decision to issue an immediate ban on ASG 360 and all GG.bet websites.
The ban comes as data from ATG, released on March 13, identified GG.bet as one of Sweden’s most visited unlicensed gambling sites in Q4 2024. The platform ranked as the fifth most popular illegal site, attracting 76,124 visitors during the quarter. Traffic to the site had increased in both Q3 and Q4 of 2024.
Luckyjungle.com, which only entered the Swedish market in Q3 2023, recorded the highest number of visits in Q4, with 147,284 users accessing the site.
Among the 20 largest unlicensed gambling operators in Sweden, 17 use the same platform providers as licensed sites. Additionally, two were already on Spelinspektionen’s list of banned operators, a number that has now risen to three with the addition of GG.bet.
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