Unibet has officially migrated its Swedish operations to a new licence under FDJ United, marking a significant regulatory milestone for both the operator and its affiliate partners. The move, which took effect on 23 October 2025, follows less than a year after FDJ’s acquisition of Kindred Group. Under the new framework, all Swedish player accounts were closed and must be re-registered, while affiliates face a complete pause in marketing and tracking until 24 November.
The abrupt shift has sparked concern among affiliate networks. According to Johan Sunnanängs of Cashleads Media, affiliates were notified only two days before the migration, leaving no room for discussion or mitigation. Historical tracking data has not been carried over, meaning that previous player-attribution links have been reset a particular challenge for revenue-share and hybrid partners.
The transition reflects FDJ United’s strict interpretation of Sweden’s Gambling Act and data-handling regulations under Spelinspektionen’s supervision. However, the move also raises questions about proportionality and policy choice, as other operators have managed smoother transitions without full resets.
Industry observers see this as a defining case for how regulatory compliance, operational transparency, and affiliate confidence can coexist in a maturing iGaming market. For FDJ United and Unibet, the key test will be restoring partner trust through predictable, clearly communicated migration policies.
