Number of Swedes gambling increases

The proportion of Swedish citizens gambling for money increased by seven percentage points in 2021, according to a survey conducted by the Nordic country’s regulator.


In conjunction with SKOP, the Swedish Gambling Authority (SGA) has published the results of its annual survey.

The report claims that 73% of all Swedes had gambled in the past 12 months, with 29% of these having played at least once every week.

When asked, “when did you last play?” 53% of respondents said they had done so in the past month, while 34% — or approximately one third — had gambled at some point in the previous week.

And among this latter group, men were more featured more prominently than women, constituting 41% and 28% of the category respectively.

Over 50s were also more likely to have gambled in the past week than their younger counterparts.

In addition, one in five respondents said they were willing to play with an unlicensed company, with 4% saying they would absolutely do so, while 16% answered “yes, maybe”.

When it came to advertising, Swedes were most likely to have seen or heard gambling ads on websites.

SKOP asked how often people had encountered adverts for gambling on various digital channels, with 53% of respondents having done so on websites.

38%, meanwhile, said they had seen gambling ads on online video platforms such as YouTube, while 37% said they had seen them on social media.

The most common activities among Swedish gamblers were lotteries and number games, with 75% of players having participated in these.

86% of gamblers played at home, an increase of 7% from 2020. Moreover, 59% of people who had played in the past year were familiar with Sweden’s self-exclusion register, This was up from 57% for the previous year.

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