Nordic nations begin joint gambling research project

The Nordic region has taken a significant step toward improving its understanding of gambling behaviour and gambling-related harm through the launch of a coordinated, multi-country research initiative. The project, known as the Pan-Nordic Gambling Study (PANG), aims to collect harmonised data from Iceland, Norway, Sweden, Finland and Denmark. The initiative is designed to address the long-standing absence of comparable, region-wide information that has often limited the effectiveness of policy discussions and public health strategies.

This article examines the purpose, structure and anticipated implications of this major research project. It also outlines why the study represents a substantial development for the Nordic public health sector and the wider European conversation on gambling regulation.

Overview of the Pan-Nordic Gambling Study

The Pan-Nordic Gambling Study is described by participating stakeholders as the first coordinated gambling survey conducted jointly by all five Nordic countries. Its purpose is to gather reliable and comparable data relating to gambling participation, gambling frequency, gambling-related harm and associations between gambling and broader health outcomes.

The study encompasses both licensed and unlicensed gambling channels, reflecting the evolving nature of the market across the region. The decision to include both categories is particularly relevant given that Nordic countries operate under different regulatory systems, with some focusing on controlled monopoly frameworks while others permit a degree of commercial competition.

According to the organisers, the study’s fundamental objective is to develop a shared factual basis that can inform future policy decisions in each country. While the participating nations share cultural and economic similarities, their gambling markets vary significantly in terms of structure, regulation and enforcement. A unified dataset offers an opportunity to compare trends, identify emerging risks and develop coordinated approaches where beneficial.

National stakeholders and research responsibilities

Each Nordic country has designated specific public authorities and research organisations to support the implementation of the project. In Sweden, the Public Health Agency is responsible for the national assignment, while the Swedish Gambling Authority has contributed to the design of the survey.

In relation to the purpose of the coordinated effort, investigator Maria Vinberg noted:
“The study will provide the basis for assessing gambling and gambling problems in the Nordic countries. It will be exciting to compare the results with previous Swedish data and with the rest of the Nordic region, especially since so few similar joint studies have been conducted in Europe.”

This statement reflects a prevailing view among Nordic stakeholders that the absence of common research has been a barrier to understanding how gambling patterns differ between countries. By addressing this gap, the project seeks to create a foundation for long-term monitoring and evidence-based dialogue at both national and regional levels.

Why the study matters for the Nordic region

The need for comparable gambling data across the Nordic region has been emphasised for many years. Despite shared cultural traits and generally well-developed regulatory systems, the region has experienced shifts in gambling participation, digital gambling uptake and cross-border activity.

Several factors explain why harmonised research is increasingly considered necessary:

Growing digitalisation of gambling

The gambling sector in many Nordic countries has expanded beyond traditional retail channels. Online casinos, sports betting platforms and mobile gambling applications now represent a significant share of total participation. This shift makes it more difficult for individual regulators to assess risks without regional insight.

Differences in licensing systems

While some Nordic countries permit a controlled commercial market, others rely heavily on state monopolies that oversee specific forms of gambling. These variations create different market conditions and different exposures to harm, making comparisons particularly valuable for policymakers.

Cross-border consumer behaviour

The rise of international online platforms has increased opportunities for consumers to access gambling services from other jurisdictions. A coordinated study provides data that can help public authorities better understand cross-border gambling habits and their relationship with national rules.

Public health considerations

As gambling policy in Europe increasingly aligns with public health frameworks, evaluating gambling behaviour through a health lens requires detailed, consistent and methodologically sound data. This study aims to meet that need.

Data collection begins across all five countries

The data collection phase is scheduled to begin in November 2025. According to the study design, approximately 30,000 randomly selected individuals from each participating country will receive the survey. This creates an overall sample of around 150,000 respondents, which would make the project one of the largest gambling-related population studies ever undertaken in the Nordic region.

Survey participation is voluntary, and responses will be anonymised in accordance with applicable data protection standards. While each country will manage its own sampling procedures, all methodological instruments have been harmonised to ensure that findings can be compared directly across borders.

The survey will ask respondents about several categories of gambling behaviour, including:

• Participation across various gambling types
• Frequency of gambling activity
• Spending levels and self-reported indicators of risk
• Exposure to unlicensed or offshore gambling services
• Experiences of gambling-related harm
• Links between gambling and health or lifestyle factors

The study’s structure enables researchers to examine national conditions while also identifying trends that emerge consistently across the region.

Anticipated outcomes and expected report in 2026

The final report is expected to be published in spring 2026. Once released, it will likely be used by public agencies, researchers, policymakers and health authorities to inform future regulatory discussions.

The findings may influence several areas of policy or planning, including:

Future public health strategies

Authorities may use the data to inform screening tools, prevention programmes and treatment accessibility for individuals at risk of harm.

Regulatory adjustments

Depending on the study’s findings, governments may consider whether adjustments to licensing systems or enforcement priorities are necessary.

Long-term monitoring

The project is designed to create a foundation for recurring assessments. If repeated, it may become the principal research instrument for understanding gambling behaviour in the Nordic market.

Broader European relevance

Although the study is focused on the Nordic region, it may attract interest from other European jurisdictions seeking to understand gambling trends through coordinated, cross-border research frameworks. Few joint studies of this scale have been conducted in Europe, making this initiative a potential model for future research collaborations.

Addressing the lack of comparable regional information

One of the key motivations for the Pan-Nordic Gambling Study is the historical absence of regional data. Each country has conducted its own gambling prevalence surveys, often using different methodologies, sample sizes and definitions. These differences made it difficult to accurately compare results or fully understand broader patterns.

The new study uses harmonised questions, consistent sampling methods and aligned measurement principles to overcome these limitations. As a result, authorities expect to gain more accurate visibility over:

• Changes in gambling participation over time
• Differences in risk levels among demographic groups
• The impact of online gambling availability
• Shifts in preferences for game types
• Indicators of harmful gambling behaviour
• The role of social, economic or regulatory factors

The creation of a combined dataset may also support academic research by offering a more comprehensive understanding of how gambling functions within societies that share similar social conditions and welfare structures.

Potential benefits for policymakers

Although the study does not prescribe regulatory outcomes, it is expected to guide policy conversations for years to come. Potential benefits include:

Enhanced evidence for reforms

Governments considering updates to gambling legislation may rely on the research to evaluate whether existing frameworks are effective or require adjustment.

Improved collaboration

Shared data encourages cooperation between Nordic regulators and health agencies, potentially enabling shared solutions where practical.

Support for targeted interventions

If the research identifies specific behaviours or environments associated with elevated risk, it may allow authorities to develop more focused prevention strategies.

Transparency and accountability

Harmonised data can improve public understanding of gambling-related issues, contributing to more informed democratic debate.

Long-term implications for the gambling sector

Beyond its immediate findings, the Pan-Nordic Gambling Study has the potential to influence how the gambling sector evolves in the region. Operators, both licensed and unlicensed, may take interest in the findings to understand consumer trends and potential regulatory responses.

The study is also likely to support the ongoing shift toward evidence-driven decision-making, which many public authorities consider increasingly important in regulated gambling markets. As the region continues to adapt to technological innovations and changing consumer habits, data-driven insights will play a central role in shaping responsible gambling initiatives.

Conclusion

The launch of the Pan-Nordic Gambling Study represents a significant milestone for the Nordic region. By creating a unified research framework, Iceland, Norway, Sweden, Finland and Denmark are taking coordinated action to improve their understanding of gambling participation and gambling-related harm.

With its large sample size, harmonised methodology and cross-border approach, the study is positioned to offer insights that will support public health planning, regulatory discussions and long-term policy development. While the final outcomes will not be available until 2026, the initiative has already been recognised as an important advancement in regional cooperation and evidence-based governance.

FAQs

What is the Pan-Nordic Gambling Study?
It is a coordinated research initiative involving Iceland, Norway, Sweden, Finland and Denmark aimed at collecting harmonised data on gambling behaviour and gambling-related harm.

Why are Nordic countries conducting this study together?
The project addresses a long-standing absence of comparable regional data, allowing all countries to better understand similarities and differences in gambling behaviour.

How many people will participate in the study?
Around 150,000 individuals across the five countries will be invited to take part, making it one of the largest regional gambling surveys conducted in the Nordic area.

When does data collection begin?
Data collection begins in November 2025, with each country managing its own sampling procedures within a unified research framework.

What topics will the survey cover?
The survey examines gambling participation, gambling frequency, types of games played, health indicators and potential experiences of gambling-related harm.

Who is responsible for the study in Sweden?
The Public Health Agency manages the national assignment, and the Swedish Gambling Authority has contributed to the study’s design.

When will the final report be published?
The results are expected in spring 2026, and the findings will likely inform future policy and public health strategies.

Why is online gambling an important part of the study?
Digital gambling has increased significantly across the region, and understanding these patterns requires coordinated data collection.

How will the study support policymakers?
The research will provide evidence for future public health initiatives, regulatory discussions and long-term monitoring.

Will the study influence gambling regulation?
While it does not prescribe specific regulatory outcomes, the findings may guide national debates and support evidence-based decision-making in the gambling sector.