Spelinspektionen’s Market Report Reveals Key Gambling Trends in Sweden

Spelinspektionen, Sweden’s gambling authority, has released new findings on player behavior. The also cover industry perception, and regulatory trends. Conducted in collaboration with Enkätfabriken, the Public Opinion Survey gathered responses from over 1,600 individuals in November 2024. Offering critical insights into Sweden’s gambling landscape.

Gambling Participation & Popular Formats

• 71% of respondents participated in gambling over the past year.
• 33% gamble weekly, highlighting consistent engagement.
• 84% of players favor lotteries and number-based games, reinforcing their continued dominance over digital casino formats.

The enduring popularity of lotteries suggests that traditional gambling formats remain highly relevant, despite the rapid expansion of online slots and interactive games.

Player Motivations & Self-Exclusion Awareness

• 69% gamble for entertainment, while 40% seek large winnings, reflecting a blend of recreational play and financial aspiration.
• 66% of respondents are aware of Spelpaus.se, Sweden’s self-exclusion program, indicating growing public recognition of responsible gambling tools.

However, a segment of players remains unaware of these protective measures, signaling a need for enhanced outreach and education.

Public Perception of Gambling Operators

Responses on operator responsibility remain divided:

• 16% believe operators take full responsibility for gambling-related risks.
• 55% feel that companies acknowledge these risks to some extent.
• 29% express skepticism, seeing little to no industry accountability.

This mixed perception presents a challenge for gambling businesses, as concerns over player protection and transparency may lead to stricter enforcement measures.

Regulatory Developments & Market Impact

Sweden’s regulatory framework continues to evolve. It will grow with new guidelines on anti-money laundering, financial compliance, and responsible gambling. These initiatives suggest:

• Increasing regulatory pressure on operators.
• A shift toward stricter oversight of consumer protection policies.
• Potential regulatory adjustments based on public trust levels.

Despite this, the Swedish gambling market remains financially stable. Svenska Spel, the state-owned operator, reported a 10.3% increase in Q4 2024 operating profit, indicating continued market resilience despite regulatory changes.

Key Takeaways for Online Casinos

• Lottery-style games remain dominant, meaning operators may need to integrate similar features into their platforms.
• Transparency & responsible gambling measures are becoming more critical, as players demand greater accountability.
• Compliance expectations will likely intensify, requiring operators to align with evolving regulations or risk stricter enforcement.

Final Thoughts

Spelinspektionen’s survey results highlight steady gambling participation, shifting regulatory expectations, and growing scrutiny of operator responsibility. As Sweden’s gambling industry evolves, online casinos must adapt to changing market trends, ensuring player protection remains a priority while maintaining commercial success.