Soft2Bet has launched Swiper, Sweden’s first online casino built around the swipe-driven navigation popularised by social media apps. Specifically designed for mobile users, Swiper enables players to effortlessly discover, select, and play games using just their thumb. Operating under a licence from the Swedish Gambling Authority, Swiper offers players a secure, responsible, and fully compliant gaming environment.

Soft2Bet, a leading turnkey provider of highly localised and engagement-driven iGaming solutions, has introduced Swiper, a new brand explicitly developed with Swedish players in mind. Many elements of Swiper have been carefully localised, including onboarding, payment methods, and game certification, to ensure they resonate fully with Swedish preferences and comply seamlessly with Spelinspektionen standards. By integrating BankID verification and instant transactions via Swish, players can quickly register, deposit, and withdraw, while remaining securely connected to Spelpaus, Sweden’s national self-exclusion system.

At the heart of Swiper is a personalised, endless feed of short-form video clips highlighting new releases, jackpots, and live-dealer action, similar to browsing stories on TikTok. Every swipe is enhanced by Soft2Bet’s proprietary MEGA (Motivational Engineering Gaming Application) engine, which delivers tailored missions, quests, and rewards designed to increase player engagement, session duration, and lifetime value.

Here’s a video showing how the Swiper works: https://youtu.be/_a3DvwX60bc

This launch builds on Soft2Bet’s proven success with localised brands, such as Betinia and CampoBet, and its recent partnerships, which have created dedicated local divisions and leagues. With Swiper, Soft2Bet takes localisation even further by introducing SEK wallets, dedicated Swedish-speaking dealers, and fully customised mobile apps, demonstrating a clear commitment to adapting each brand to local culture, regulatory standards, and player preferences.

Yoel Zuckerberg, Chief Product Officer at Soft2Bet, commented: “A great customer experience starts with cultural relevance. Swiper looks, feels and functions exactly like a Swedish app, because we’ve intentionally built it around Swedish user habits, from BankID logins and Swish payments to RNG certifications aligned with existing standards. Players can expect endless social-style content that feels completely authentic to their local experience.”

Swiper introduces several key features tailored specifically to Swedish players:

• One-handed swipe navigation for rapid game discovery
• Over 85,000 live and 70,000 pre-match sports betting events covering diverse sports markets with competitive odds
• Localised promotions tied directly to Swedish events and holidays
• The design is adapted to local player preferences and cultural context

In 2025, Soft2Bet successfully launched multiple brands and deployed several innovative MEGA engines across Europe, significantly redefining the local player experience. The Swiper launch further demonstrates Soft2Bet’s capability in converting its advanced B2B technology into engaging, highly localised, market-leading B2C products across 11 regulated markets.

BOS – The Swedish Trade Association for Online Gambling – is today sending a letter to the Ministry of Finance with a proposal to appoint a new gambling inquiry. The inquiry’s task should be to propose measures that strengthen the proportion of legal, licensed gambling in Sweden, that is, the so-called channelization.

The Swedish Gambling Authority confirmed earlier this week in a report that the state’s goal with the gambling policy regarding its channelization is not being reached. The goal is at least 90 percent channelization, but Sweden only reaches 85 percent. And for online casino, the product category where it is most important for consumer protection reasons that the proportion of legally licensed gambling is the highest, it is actually the lowest (72-82%).

During September this year, government investigator Marcus Isgren is expected to present a proposal that aims to strengthen channelization within one area, namely the so-called scope of application of the Gambling Act. It is a welcome proposal, but few stakeholders believe that this single adjustment is enough to achieve the goal of the gambling policy, at least 90 percent channelization.

For this reason, BOS is proposing today in its letter to the Ministry of Finance that the government appoint a new broad gambling inquiry, with the task of proposing measures that strengthen channelization in the Swedish gambling market. Among the proposals that should be considered, BOS mentions a somewhat less rigid regulation of loyalty bonuses, which are currently completely prohibited.

BOS Secretary General Gustaf Hoffstedt comments:

“We hope that the government will take to heart the serious situation for the licensed gambling market, most recently confirmed in the Gambling Authority’s report on the proportion of unlicensed gambling in Sweden. The appointment of a broad inquiry tasked with preventing leakage to the unlicensed gambling market would undoubtedly be this government’s most important measure to protect and strengthen the legal regulated gambling market, before Sweden goes to the polls in September next year.”

BETBY has been awarded the Best Online Sportsbook Provider at the SiGMA EuroMed Awards 2025. This accolade highlights the company’s unwavering dedication to delivering robust sportsbook tech solutions that empower iGaming operators worldwide.

However, SiGMA EuroMed 2025 provided a platform not only to showcase BETBY’s accomplishments but also to reaffirm its role as an industry leader.

Already preparing for the next major event, SBC Summit Lisbon 2025 taking place later this month, BETBY will once again present its cutting-edge sportsbook tools and insights to operators worldwide.

BETBY is an international technology company which for the past eight years has carved a role in the sportsbook supplier scene developing innovative solutions renowned for their excellence for the iGaming industry. BETBY holds a number of gaming licences and is a one-stop-shop for all sportsbook requirement for iGaming projects.

To find out more about BETBY’s cutting-edge sportsbook solution visit booth C110 during SBC Summit Lisbon. Attendees will have the opportunity to engage with BETBY’s team, and discover how the company’s solutions and services can be their winning aspect for their iGaming project.

Alternatively, please visit: https://betby.com/