Styr och ställer

What Styr och ställer does

Styr och ställer operates Top 10 Casino Sverige, a Swedish-language online casino comparison and review platform accessible at styrochstaller.se. The platform evaluates and ranks online casino operators licensed by the Swedish Gambling Authority (Spelinspektionen) using a proprietary Casinobedömning och Rankningskriterier (Casino Evaluation and Ranking Criteria) methodology covering five dimensions: licensing and regulation, security, service quality, game selection, and bonus offerings. It also publishes Spelguider för Casinospel, an educational content library covering slots, poker, roulette, blackjack, baccarat, dice games, and live dealer experiences, with content authored by an in-house Live Casino Consultant (Astrid Lindqvist) with seven years of industry experience.

The platform is built on a standard WordPress stack with SSL encryption, cookie-based analytics, and GDPR cookie compliance tooling. Information surfaces cover responsible gambling integration with Stödlinjen and Spelberoendes Riksförbund, BankID identity verification alignment, Spelpaus.se self-exclusion references, and native payment methods common in the Swedish market (Swish, Trustly, Bankkort, Banköverföring). Customer-facing support includes 24/7 live chat, email, and weekday telephone support. The site is actively maintained with content dated December 2025 and a comprehensive market analysis published January 2026.

The business model is affiliate/referral-based. Users access the rankings, reviews, and game guides free of charge; revenue is generated through commissions paid by Swedish-licensed casino operators when users click through from the platform and sign up or deposit. The sole disclosed target segment is Swedish residents seeking online casino entertainment who prioritize identifying safe, licensed operators. The company is privately held with no disclosed ownership, founders, investors, or parent entity, and only one named team member (Astrid Lindqvist) is on record in management materials.

Name

Styr och ställer

Website

https://styrochstaller.se

Company type

Private

Founded year

2004

Operating status

Operating

Headcount range

1–10 employees

Short description

Styr och ställer operates Top 10 Casino Sverige, a Swedish online casino comparison and review platform that ranks Spelinspektionen-licensed operators for Swedish players and earns revenue through affiliate referral commissions from those operators.

Ownership category

akta.pro rank

Product category

Online Casino Comparison / iGaming Affiliate

NAICS

Gambling Industries (7132), Other Gambling Industries (713290)

akta.pro primary industry

Casino/iCasino Affiliate & Review Sites (MPAEAMAB)

Keywords

• Online casino reviews
• Casino comparison platform
• Swedish gambling affiliate
• Casino bonus guides
• IGaming affiliate marketing

Headquarters

HQ city

Gävle

HQ country

Sweden

HQ region

Europe

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

Personnel, Technology or R&D, Marketing or Sales, Operations

Revenue model

1. Affiliate/Referral Commissions: The platform generates revenue through affiliate partnerships with licensed Swedish online casino operators. Users clicking through to casino sites from the platform generate referral commissions, likely based on player sign-ups, deposits, or wagering activity. This represents a classic affiliate/referral revenue model common in the iGaming comparison site space.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels3 records

Core offering

Styr och ställer operates a Swedish-language online casino comparison and review platform (branded "Top 10 Casino Sverige") that ranks and evaluates online casinos licensed by Spelinspektionen for Swedish players. The platform produces casino reviews, expert game guides, and bonus information, and monetizes through affiliate referral commissions when users click through to partner casino operators. It also provides responsible gambling resources and integration with the Swedish national self-exclusion system (Spelpaus.se).

Product overview

Styr och stäoler is a Swedish online casino review and ranking platform operating as a comparison service for licensed gambling operators in Sweden. The core product is the Top 10 Casino Sverige ranking system, which uses a proprietary Casinobedömning och Rankningskriterier methodology to evaluate casinos across five key areas. The platform provides educational content through Spelguider för Casinospel and bonus information via the Casinobonusar och Erbjudanden service. The company focuses exclusively on casinos licensed by Spelinspektionen and promotes responsible gambling practices.

Differentiator

Problem solved

Functional benefit

Products and services

• Top 10 Casino Sverige

Quantifiable outcome

• Comprehensive monthly market analysis covering all licensed operators on Swedish market

Segments1 record

Ideal customer profiles1 record

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration7 records

Feature2 records

Partnerships

Five partnerships are on record, tiered core and minor.

• Swedish Licensed Casino OperatorscoreChannel Partner/ Reseller/ DistributorPartnership with licensed Swedish online casino operators for affiliate referrals. The platform reviews and ranks these operators, directing Swedish players to their platforms in exchange for referral commissions. All partner casinos must hold valid Swedish gambling licenses from Spelinspektionen.
• Payment Service ProviderscoreTechnology or IntegrationIntegration with payment service providers including Swish and Trustly for secure deposit and withdrawal processing at partner casinos. These providers handle financial transactions between players and casino operators.
• Stödlinjen (Support Hotline)coreOthersPartnership with Stödlinjen (020-819 100), Sweden's free telephone support service for gambling problems, providing resources and referrals for players experiencing gambling addiction or problematic gaming behavior.
• Spelberoendes Riksförbund (National Gambling Addiction Association)minorOthersCollaboration with Spelberoendes Riksförbund for support groups and counseling services for gambling addiction and family members of those affected by problem gambling.
• Spelinspektionen (Swedish Gambling Authority)coreOthersSwedish regulatory authority overseeing licensed gambling operators. The platform exclusively features casinos holding valid licenses from Spelinspektionen, ensuring compliance with Swedish gambling laws including Spelpaus.se self-exclusion integration.

Scale indicators2 records

Recent moves5 records

Expansion highlights4 records

Direct peers

• LatestCasinoBonuses (LCB): LCB is an online casino review and bonus-tracking affiliate site. It shares the same content-and-referral model as Styr och ställer, with similar reliance on bonus evaluation content to drive SEO traffic to operator partners.
• AskGamblers: AskGamblers is a long-running online casino review and ratings platform. It shares the affiliate-revenue model and SEO/content-led GTM motion used by Styr och ställer, with comparable reliance on operator referrals.
• BonusFinder: BonusFinder is a multi-jurisdictional casino and sportsbook affiliate site. It is comparable because it monetizes through referral commissions from regulated operators, with country-localized content analogous to Styr och ställer's Sweden-only focus.
• Casinomeister: Casinomeister is an established online casino watchdog and review site. It is a direct peer because it operates the same affiliate-driven review model with a focus on licensed/regulated operators, mirroring Styr och ställer's compliance-first positioning.
• CasinoGuru: CasinoGuru is a global online casino review and complaint-resolution affiliate platform. It is directly comparable because it monetizes through affiliate referrals from licensed operators using expert reviews and rankings — the same structural model as Styr och ställer.

Broad incumbents

• Gambling.com Group: Gambling.com Group is a publicly listed performance-marketing company operating a portfolio of gambling affiliate sites across multiple jurisdictions. It is comparable as a scaled-up version of Styr och ställer's affiliate model and a relevant valuation benchmark for Nordic expansion.
• Better Collective: Better Collective is a publicly listed sports betting and iGaming affiliate operator headquartered in Denmark. It is comparable as a Nordic-rooted, publicly-traded affiliate business with overlapping regulated-market content strategy and partnerships with operators.
• Catena Media: Catena Media is a publicly listed lead-generation and affiliate company serving regulated online gambling operators. It is comparable as a large-scale incumbent operating the same referral-driven business model in licensed markets, including the Nordics.

Emerging players

• Oddschecker: Oddschecker is an odds-comparison and affiliate platform primarily focused on sports betting. It is comparable as a content-led affiliate site that monetizes regulated operator referrals, with similar SEO-driven acquisition mechanics though in a different vertical.

Regional players

• SBC (Svenska Bonuscentralen) / NordicBonus: Regional Nordic-focused casino comparison and bonus portals operating in the same Swedish/Nordic regulatory environment. They are comparable because they target overlapping Swedish-language search demand and monetize through licensed-operator referrals, though they may operate in adjacent Nordic markets rather than exclusively in Sweden.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks7 records

Key highlights7 records

Customer concentration

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Styr och ställer