Swedish media outlets got a whole lot fatter on unauthorized online gambling advertising cash last year, despite efforts by regulators to clamp down on the activity.

Sifo Advertising Measurements and Dagens Media recently released a new analysis of gambling advertising spending in Sweden, which showed overall spending of SEK 5.5b (US$684.5m) in 2017, up significantly from 2016’s SEK 3.8b and a new market record.

Kindred Group and its flagship Unibet brand led all operators with total ad spending of SEK 442m last year, 12% higher than the company spent in 2016. Online casino operator LeoVegas ranked second with SEK 313m, up a hefty 83% year-on-year.

Lennart Käll, CEO of state-owned gambling operator Svenska Spel, struck his reliably irascible tone, saying the figures supported his long-held view that Sweden’s gambling environment was “the wild west right now.”