[Insight] Overview of the Swedish Gaming Market

Swedish Gaming Market: An Overview

Sweden has a relatively small population of approximately 10 million, but a significant portion of its citizens are gamers, making it a so called “gamer nation”.
47% of its population were considered gamers in 2017, which increased to 51% in 2022, and is projected to reach 64% by 2027.
Behind this high gaming engagement rate lies world-class digital infrastructure.
Among Nordic countries, Sweden boasts an internet penetration rate of 98.3%, and as of 2024, its GDP per capita stands at $57,723 (approximately 85 million KRW), with an average monthly income of $4,902 (approximately 7.22 million KRW).
This economic power serves as a key factor in driving up average revenue per user (ARPU).
Swedish gamers’ ARPU stands at $185.9 (approximately 270,000 KRW), significantly exceeding the global average of $118.3 (approximately 170,000 KRW)
The strong purchasing power in this market leads to reduced psychological barriers when it comes to purchasing paid games or in-app items. This creates an environment where stable revenue is anticipated, especially when high-quality games and fair business models are offered.
Swedes possess a high level of fluency in English and have a strong understanding of the cultural nuances in both North American and European markets.

1.Gaming Culture Spread Across All Age Groups and Genders with Balanced User Demographics

The Power of Play 2025 survey reveals that Sweden’s gaming culture is prevalent among all generations and genders. The survey included 1,016 respondents with a varied age distribution: 16-24 years (12%), 25-34 years (24%), 35-44 years (23%), 45-54 years (20%), 55-64 years (16%), and 65+ years (6%). The gender ratio is balanced, with 52% female and 48% male.
53% of the population between ages 6 and 64 enjoy gaming, with an average age of 31. Notably, female gamers account for a relatively high 43.5%, using devices in the following order: mobile (45%), console (39%), and PC (38%)
Looking at Swedish gamers’ device preferences, mobile device usage is highest at 54%, followed by PC and console at 22% each, while VR accounts for only 1%
Mobile gaming is experiencing significant growth in Sweden, a market traditionally dominated by PC and console games. Game developers ought to explore cross-platform strategies that accommodate mobile, PC, and console gaming.

2. ARPU of $186 Exceeds Global Average, Strong Aversion to Pay-to-Win

Swedish gamers value fairness and transparency, and have an extreme aversion to Pay-to-Win (P2W) models.
There is a notable negative perception surrounding loot boxes and probability-based items. In contrast, battle passes, season passes, subscription models, and cosmetic skin items tend to be viewed more favorably.
This aligns with overall trends in European and North American markets, making it a key consideration for business model design when entering the Swedish market
The ARPU for Swedish gamers stands at $185.9 (approx. 270,000 KRW). This figure is around 57% higher than the global average of $118.3 (approx. 170,000 KRW). This shows that their strong purchasing power leads them to invest in games that are free of bugs and feature quality localization.
Additionally, in the console market, Swedish gamers show low brand loyalty. According to YouGov research, they have no preference for specific brands, citing product features (16%), value for money (12%), and durability (9%) as purchase factors.
This reflects a pragmatic orientation that values functionality and price, with freedom to switch between platforms.

3. Twitch Viewership Surpasses 700 Million Hours in 2023, Co-op Games Dominance and Cultural Impact

Despite its small population, Sweden’s gaming industry has produced numerous globally influential titles.
According to the Game Developer Index report, the top 15 games developed in Sweden in 2023 were streamed for over 700 million hours on Twitch, with 500 million hours of viewing time recorded from January to October 2024.
The most-watched game was <Minecraft>, which took first place in both 2023 and 2024, followed by <The Finals>, <Helldivers 2>, <Valheim>, <Satisfactory>, and others.
The Swedish government and industry are promoting the ‘Digital Game Canon’ project to recognize games as cultural assets, and the Digital Game Canon project launched in 2024 is currently working to select 15 games that have influenced Swedish culture based on public recommendations.

1.Optimal Test Bed for Western Market Entry, Quality and Fairness-Centered Strategy Essential

Sweden serves as an excellent soft launch country for targeting North American and European markets. It boasts high internet penetration, strong purchasing power, proficient English skills, and a good understanding of Western cultural norms. This environment facilitates the testing of game systems, server stability, and pricing strategies through localized releases and quick adaptation based on user feedback.
Swedish gamers prioritize well-crafted games with optimal performance, making thorough QA crucial before release to guarantee quality and balance. It is important to avoid Pay-to-Win models or loot boxes, opting instead for business models that distinguish skill from aesthetics, like skins and battle passes.
Incorporating localization and cultural norms is crucial. While it is feasible to provide an English-only service, integrating elements like Norse mythology, Vikings, and Scandinavian nature into game backgrounds, characters, and events may effectively engage Swedish users.
Providing announcements or patch notes translated to Swedish on community forums and SNS can also help earn the trust of local users

2. Cross-Platform, Enhanced Cooperative Content and Transparent Community Management Required

Since mobile, PC, and console usage rates are similar, cross-platform support that allows playing on multiple platforms with the same account is important.
Swedish gamers show a strong preference for co-op and multiplayer games. Therefore, enhancing teamwork-based content, implementing friend referral rewards, and organizing community events are essential strategies to consider.
Social features play a crucial role in gaming, as evidenced by 66% of gamers engaging in online play with others and 57% participating in offline face-to-face gaming on a monthly basis.
Finally, Swedish users appreciate when developers share roadmaps and offer clear explanations regarding updates. By publishing development logs on platforms like Reddit, Discord, and Twitter, while also incorporating user feedback, developers can enhance trust among their audience.