Swedish Influencer Faces Court in First-Ever Illegal Casino Promotion Case — Streaming Under Scrutiny
Streaming + Gambling = A Trend in the Spotlight
Streaming platforms like Twitch have become powerful marketing channels in the iGaming space — and regulators are watching. In Sweden, several influencers on Twitch were found to have endorsed operators lacking the required Swedish licence, often with direct calls-to-action and affiliate links. The regulator Spelinspektionen has since identified influencer marketing and youth exposure as top priorities for 2025.
The current case involves allegations that the influencer actively streamed casino gameplay, directed viewers to offshore gambling platforms, and concealed significant earnings.
What This Means for Affiliates
For affiliates working in the iGaming sphere — and especially for those using streaming or influencer channels — the message is clear: the rules are changing, enforcement is ramping up, and the risk of falling foul of regulation is real.
Here’s what affiliates should keep in mind:
- Review your partner models. If you’re working with influencers or streamers to promote gaming content, ensure the operators they link to are fully licensed — in the jurisdiction they target.
- Be transparent and compliant. Platform rules and regulator expectations now demand clearer disclosures, valid licences and clean marketing practices.
- Pivot your content strategy. Streaming is powerful, but it’s also becoming high-risk. Consider combining streaming with more traditional affiliate traffic paths (SEO, content, e-mail) that offer balanced exposure.
- Target quality over quantity. Regulators are focused on under-age exposure and unlicensed traffic. Affiliates who show they attract responsible, engaged players (not just raw clicks) will stand out.
- Stay ahead of regulation. This case is likely just the beginning. Other countries may follow Sweden’s lead, so it’s smart to proactively adapt rather than react.
Final thought
Streaming has been a major growth vector in iGaming marketing—but with that growth comes increased regulatory attention. The Swedish case sends a strong signal: promoting unlicensed gambling isn’t just bad for conversions—it can become a legal liability.
If you’re building affiliate campaigns with influencers or live-stream content, now is the moment to double-check licensing, transparency and platform compliance. Because in 2026 and beyond, the smartest affiliates won’t just chase traffic—they’ll build their growth on trust, clarity and compliance.
