ATG

History & Regulation

ATG was established in 1974 as a non‑profit organisation owned by the two Swedish horse‑racing associations. Its purpose was to centralise betting on horse racing and ensure that profits were reinvested in the sport. Following the re‑regulation of the Swedish gambling market in 2019, ATG obtained a licence from Spelinspektionen and now competes with other licensed operators while retaining its exclusive right to offer horse‑race betting under the Swedish Racing Act. The company is also subject to a strict 12‑point programme for responsible gambling and channels a significant portion of its revenue to horse‑racing and agricultural causes.

Products & Platforms

ATG’s product lineup includes V75, a weekly pick‑7 accumulator on horse racing with pools that can reach tens of millions of SEK; ATG Casino, offering slots, table games, and live dealer content; ATG Sport, a fixed‑odds sportsbook covering football, ice hockey, tennis, and other sports; ATG Bingo, an online bingo platform with community features; and the weekly football pool games Stryktipset and Europatipset, played by millions of Swedes. ATG Live provides in‑play betting on horse racing and sports, while the ATG Mobil app serves as the integrated mobile platform for all products. The company’s proprietary platform supports both retail (via ombudsmen and agents) and online channels, and ATG has built strong brand trust in Sweden through its close ties to the sport and transparency regarding contributions to equine welfare.

Technology & Innovation

ATG operates a modern, cloud‑native betting platform that ingests real‑time data from horse racing tracks worldwide. It has partnered with B2B suppliers such as BetMakers, Sportradar, and Kambi to enhance its sportsbook and racing content. The company also runs a large data analytics division to personalise offers and detect problem gambling. In 2022 ATG launched a new responsible‑gambling tool called Spelgränser that allows players to set custom limits across all products.

Market Position & Financials

With a market share of roughly 18% of total Swedish gambling revenue in 2023, ATG is the third‑largest operator after Svenska Spel and the international licensed sector. Its net gaming revenue in 2023 was SEK 4.2 billion, with horse racing accounting for about 60% of that. The company is profitable and invests heavily in IT and sport development. ATG employs approximately 800 people, mostly at its headquarters in Stockholm and a technology centre in Malmö.

Recent Developments

In 2023 ATG appointed Hasse Sundahl as new CEO. In 2024 it launched a redesigned mobile app with improved UX and AI‑powered betting suggestions. In 2025 the company announced a partnership with BetMakers to expand fixed‑odds horse racing coverage in Sweden. It continued migration of its core platform to a microservices architecture in 2026.