Betsson Sweden to erase legacy affiliate deals amid licence transition
16 SEP 2026
Betsson Group Affiliates has informed Swedish affiliates that none of their existing deals will be ported across when its operating parent moves to a new local licence.
In an official email seen by iGBA, the programme said “existing affiliate tracking and attribution associated with previous player accounts will not transfer to newly created accounts” when Betsson changes its Sweden-licensed operating entity to Spin Nordic Ltd from Betsson Nordic Ltd.
It added that commissions derived from current player accounts “will continue to be calculated and accrued up to the date on which those accounts are closed”.
Affiliate traffic, tracking links and marketing materials will be paused during a migration period from 30 September to 1 December 2026.
All players then sent by affiliates to Betsson in Sweden will be required to register new accounts under the new operating entity licensed until 23 August 2031.
Johan Sunnanängs, CEO of Cashleads Media AB which runs sites including Casino Coach told iGBA that while “Betsson will remain an important partner for us, and we fully understand that regulatory and licensing changes can create complex situations like this…developments such as these inevitably affect how we value lifetime revenue-share agreements.”
He told iGBA that they would “continue moving towards more CPA-heavy deal structures” as they provide “greater certainty that we are compensated for the value we create at the point of acquisition, rather than relying too heavily on revenue that may or may not remain attributable to us many years into the future.”
He emphasised: “This isn’t specifically about Betsson – it’s about how affiliates have to price long-term risk in the industry.”
Betsson’s move follows the termination of legacy affiliate deals by FDJ United-owned Maria Casino and Unibet Sweden in 2025 after licence transfers, which the company claimed was due to the prohibition on re-tagging returning players under GDPR and Swedish gambling laws.
However, Soft2Bet’s Betinia and YoYo Casino reportedly underwent licence updates around the same time with no disruption to their revenue share agreements. In a clarification requested by iGBA from the Swedish Gambling Authority (Spelinspektionen) last year, the regulator explained that “re-attributing re-registered customers to affiliates is not regulated” in local laws and “each gaming company is responsible for its own personal data management”.
Betsson added that new marketing materials and tracking links for the Swedish brand will be made available from 1 December, subject to regulatory approval and successful transition.