The new Swedish gambling regulation has developed into a real thriller. Deposit limits, three-second rule, Spelpaus, and new competition has slashed the sales for several operators by more than 30%. Threats about marketing restrictions have rumbled the market, and the ground has disappeared beneath, ill-fated, SafeEnt (Global Gaming) as the Swedish Gambling Authority revoked its license. Taking part in the Swedish market, nowadays, requires guts (on a fine line from madness) or enough size to stay compliant for the long-run. We elaborate on winners and losers as well as where the market is heading.