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SveaCasino.se: A Decade of Innovation, Growth, and Responsible Gaming

SveaCasino.se made its debut in 2012, marking Game Lounge’s early entry into the Swedish iGaming market. Based in Malta, Game Lounge had ambitious plans for growth, with a strong focus on expanding into emerging markets. Sweden, a market on the brink of transformation, was the ideal starting point.

Just a year after launching Game Lounge, Jonas Cederholm and Fredrik Langeland set out to change the Swedish iGaming market. Months of intensive, exacting preparation, and several hours of research into the highly-regulated, primarily state-run gambling market culminated in SveaCasino.se: a guide to Sweden’s online casino offerings. 

Since then, it has grown to be the biggest casino affiliate in Sweden, with a ten-year legacy of operations, and a team that has remained with the site since its inception.

A timeline of SveaCasino.se

SveaCasino.se officially launched in 2012 as part of an early foray into the Swedish iGaming market. Game Lounge, based in Malta, already had big plans for the future of the business, part of which was ensuring steps into developing markets. Sweden, an industry poised for change, was a natural first stepping stone. 

Over 50% of the existing iGaming industry at the time was run by Svenska Spel, a government-owned branch of casinos, online poker games, bingo, poker, and other games. There were other venues licensed and run by private businesses, but they had to be registered and regulated by the government to operate legally within Sweden. Unfortunately, the rapid growth of the internet and the quick turnaround of overseas online gambling sites led to an unregulated, predatory market for over 15 years until the gambling act revisitation of 2019. 

SveaCasino.se’s priority is responsible gaming. Any site listed in their guide was safe for iGaming enthusiasts, without predatory activities that would badly affect consumers, helping them build trust and safety in an industry that had had 15 years to grow unhindered.

In 2015, after slow and steady success, SveaCasino.se reached for the next stage of innovation and opened its first own-brand casino: SveaCasino.com. 

It became popular overnight, labelled one of the hottest new casinos in the Swedish iGaming industry. Shortly after, in 2016, Sveacasino.se and Game Lounge took ‘Affiliate of the Year’ at the iGaming Awards in Malta, which then-CEO Jonas Cederholm attributed to ‘proof that our strategy works’. 

In 2019, Game Lounge and SveaCasino.se were nominated for three prize categories: Affiliate of the Year, Marketing Campaign, and Audio Branding of the year at the EGR Nordic Awards 2019. This was based on SveaCasino’s campaign for 2019, a sing-along radio jingle expanded into a full ad that became a popular ear-worm amongst people who heard it. 

In 2020, following a period of steady growth, SveaCasino.se relaunched with new, improved features for the player, opting for a stronger WordPress platform that could better fit their rapid growth.

Since then, SveaCasino.se has collaborated with several prominent Swedish celebrities and streamers, and focused on delivering real-time data-driven statistics on over 900 available games. It remains a pinnacle of the Swedish gambling industry, and has recently signed a multi-year sponsorship agreement to serve as one of the main partners of the BAUHAUS league for Speedway.

Enabling responsible iGaming

SveaCasino.se’s high standards have epitomised its rise over the years: only licensed casinos are promoted, and the primary focus of SveaCasino.se is to act as a safe space for their players. Their focus is on creating and enabling responsible iGaming habits, while not limiting their own potential for creativity. 

Christoffer Söderlund, a content manager who joined the company in 2016, finds his role and the team he works with a constant source of inspiration. He says, “creating exciting content on a website that engages thousands of visitors every month? It’s hard not to be motivated by that. I have also worked with many of my colleagues for a long time, which is an additional advantage. I already know that everyone in our team will be there to support each other whenever needed.” 

Similar to Game Lounge’s emphasis on using data as a basis for all decisions, SveaCasino.se pushes for accurate, responsible reporting that allows each individual team member to share their expertise and knowledge with both players and others. The reputation it has developed as the best source for new casinos and games to try is testimony to the SveaCasino.se’s team’s rigorous work ethic and exceptional innovation. 

SveaCasino.se’s internal culture: a driver for excellence

Part of SveaCasino.se’s success can be attributed to the team behind it. As a fully remote, work-from-anywhere business, SveaCasino.se’s employees have been vital in creating credibility within the business. Anna-Sofia Pehrson, who has been with the company since 2020 and was promoted to Head of Sweden in 2024, says, “I believe that one of the keys to our success is the loyal team. People want products that can bring something true and honest, and I am proud to say that we are just that.”

This sense of belonging goes across the board. Elin Nyman, a recent addition to SveaCasino.se, says, “I felt instantly welcomed into a group of experienced, passionate colleagues who make every day fun and full of energy. There’s a lot of freedom to bring new ideas to the table, and it’s very rewarding to see the impact we can have on the content and our users’ experience. Plus, working remotely with a well-loved brand like SveaCasino makes it all the more exciting.”

The future of SveaCasino.se, much like Game Lounge’s constant strides forward within the changing iGaming industry, is exceptionally bright, thanks to a loyal team, a dedicated parent company that has set standards for the industry, and a future-focused push for the next stage of innovation.