There are more fantastic new things happening for our Swedish players! Unibet has a big update that we’d love to share with you…
What’s changing with Unibet Sweden?
Starting 23rd October 2025, Unibet Sweden will operate under its own Swedish gambling licence, issued by the Swedish Gambling Authority (Spelinspektionen).
Why is Unibet Sweden getting its own licence?
Operating under a standalone licence allows Unibet Sweden to:
- Tailor operations and marketing per brand
- Strengthen brand positioning
What does this mean for affiliates?
- Customer re-registration required: All Swedish users must re-register once Unibet transitions. These are considered new customers
- No re-tagging of players: Due to Swedish law, re-registered customers cannot be re-attributed to affiliates. In accordance with the General Data Protection Regulation (GDPR), each licensed operator functions as an independent data controller. This means that personal or sensitive customer information cannot be shared between separate data controllers. Additionally, under Swedish Gambling Law, customer data must be stored exclusively by the licensed entity with which the customer is registered. Such information may not be transferred to third parties unless explicitly permitted by law—for example, in cases related to anti-money laundering (AML) obligations or other regulatory requirements.
- Commission model: A standard revenue share will apply for newly registered Swedish players
When can I promote Unibet Sweden again?
General affiliate access resumes from 17th November 2025.
Before reactivation date, you’ll receive:
- New tracking links
- Updated, compliant creatives
- New brand-specific terms and conditions
What about the other brands?
This change only affects Unibet Sweden and Otto Casino for now. The remaining brands will continue under the current licence for now. We’ll share updates well in advance of future changes.
Will my old tracking links still work?
No. Once Unibet Sweden transitions, old links will no longer support Swedish traffic. You must use the new tracking links provided after reactivation.
What happens to my existing Swedish players?
They must re-register under the new licence and cannot be re-tagged to affiliates.
Where can I get updates and assets?
We’ll contact you when affiliate activity resumes. Assets will also be available on the affiliate platform.
Need help or more information?
Reach out to your Affiliate Manager or email affiliates@kindredgroup.com. Thank you for your continued partnership.