Swedish U-turn: ATG to test welcome bonuses in September to counter competition

The Swedish gambling landscape is witnessing a major strategic shift as one of its most prominent players adjusts to the realities of a highly competitive market. AB Trav och Galopp, widely known as ATG, has announced a temporary departure from its established policy of not offering financial incentives. Since the re-regulation of the Swedish market in 2019, the company had positioned itself as a beacon of trust, intentionally avoiding bonuses to maintain a higher moral ground. However, this month marks a significant experiment as ATG introduces welcome bonuses for the first time in years.

The decision to implement this trial in September 2026 stems from a realization that the previous strategy had tangible commercial drawbacks. While ATG focused on integrity, other licensed operators in Sweden used welcome offers to successfully attract new customers. The management finally decided that to survive and thrive in a regulated environment, they must utilize the same legal tools as their rivals. This trial is not just a marketing stunt but a data-driven approach to determine how such incentives affect customer acquisition and overall revenue.

Numbers and facts

The financial pressure behind this move became evident during the company's recent earnings report. In August, Chief Financial Officer Lotta Nilsson confirmed that ATG's revenue for the second quarter was weaker than expected. Although internal efficiency measures helped maintain profit levels, the decline in net gaming revenue was a clear warning sign. The company is now using the September trial to gather concrete evidence on whether bonuses can reverse this trend.

Katarina Widman, ATG’s Chief Commercial Officer, was candid about the reasons for the U-turn. She explained that the lack of bonuses had put the company at a disadvantage in a market where players are increasingly sensitive to promotional offers.

“A welcome bonus is simply attractive to many and can be what determines whether a customer chooses one operator over another. Our previous decision to forgo bonuses thus had a concrete commercial consequence.” - Katarina Widman, CCO at ATG

Background

ATG holds a unique position in Sweden because its primary mission is to generate returns for its owners and the horse racing industry. If the operator loses market share to competitors, the funding for Swedish equestrian sports suffers. This responsibility played a major role in the decision to reconsider bonuses. Widman noted that the company asked itself whether it should continue to ignore a permitted means of competition while others were using it to gain an edge.

Furthermore, the operator insists that its commitment to responsible gaming remains stronger than ever. The development of player protection tools over the last few years has given the management the confidence to introduce bonuses without compromising safety. The results of the September test will be crucial in deciding if this becomes a permanent fixture of ATG’s business model.

Why it matters for German players

For players in Germany, the situation at ATG serves as a reminder of how regulation shapes the gaming experience. The German Interstate Treaty on Gambling 2021 (GlüStV 2021) also allows for bonuses but subjects them to strict oversight by the GGL. While ATG does not currently operate under a German license for slots or poker, its struggle highlights a universal truth: in a regulated market, legal operators need competitive tools to keep players away from illegal offshore sites. German users are currently protected by the 1,000 euro monthly deposit limit and the LUGAS monitoring system, ensuring that any bonuses offered by GGL-licensed sites are within a safe framework.

What it means for GGL-licensed casinos

Casinos holding a German GGL license will see ATG’s move as a confirmation of their own strategies. Marketing and bonuses are essential for steering players toward the legal market (Kanalisierung). If a state-affiliated giant like ATG admits that competing without bonuses is commercially unsustainable, it reinforces the argument that German regulators must allow enough flexibility for legal operators to remain attractive. Without competitive offers, players might be tempted to use unlicensed MGA or Curacao sites, which lack the safety features required by German law.