A comprehensive new study commissioned by Spelinspektionen and executed by Lysio Research reveals that gambling is as deeply embedded in Swedish society as ever.
The survey, which gathered data from over 1,500 respondents in late 2025, found that 72% of adults had engaged in some form of gambling over the past year. This level of participation is virtually identical to 2024, confirming a stable and mature market.
Lotteries Remain King While Betting Grows
Lotteries continue to dominate the Swedish landscape, with over 90% of active players participating in scratch cards or national draws like Lotto. However, the 2025 data shows a significant shift in interest toward sports betting and horse racing. Approximately 30% of respondents identified as sports bettors, with football, ice hockey, and esports driving the majority of this engagement, particularly among men aged 18 to 29.
While participation is widespread, the frequency of play is divided: roughly one-third of gamblers play weekly, while another third play once a month. Participation peaked among the 50–64 age bracket, where nearly four out of five men reported regular gambling activity.
In contrast, the 18–29 demographic showed the lowest engagement, though their interest in digital-first products like esports betting continues to climb.
A Growing Sense of Security
A positive takeaway from the Lysio Research report is the regulator’s rising public trust in the licensing system. More Swedes now believe that licensed operators act responsibly compared to previous years. The survey noted that 64% of players prioritize entertainment and fun as their primary reason for playing, though 42% admitted the chance to “win big” is a growing motivator.
While only three in ten respondents claimed they could easily identify a Swedish license on a website, the overall sentiment is that the market feels “safe and well-regulated.” This stability suggests that Spelinspektionen’s efforts to enforce responsible gaming standards are resonating with the public, even as the desire for high-stakes wins increases.
