Swedish gambling participation remains high in 2025 survey

Spelinspektionen, Sweden’s national gambling regulator, has released new findings showing that gambling participation across the country remained consistently high throughout 2025. The data indicates notable growth in sports betting and horse racing while also highlighting a gradual improvement in public perceptions of the industry’s approach to social responsibility.

The findings are drawn from Allmänheten om spel 2025, the regulator’s annual public survey examining gambling behaviour and attitudes in Sweden. Conducted in November 2025 in cooperation with Lysio Research, the study is based on responses from just over 1,500 participants. Taken together, the results offer a detailed snapshot of how gambling habits are evolving within a highly regulated market and how public confidence in oversight mechanisms is developing over time.

Overview of the 2025 survey methodology

The Allmänheten om spel 2025 survey forms part of Spelinspektionen’s ongoing monitoring of the Swedish gambling landscape. By surveying a broad cross section of the population, the regulator aims to track changes in participation levels, preferences for different gambling products and attitudes toward industry responsibility and consumer protection.

The 2025 edition was carried out during November and reflects self reported behaviour over the previous 12 months. Respondents were asked about their gambling activity, motivations for participation and views on how well the industry manages its social responsibilities. The use of consistent methodology from year to year allows for meaningful comparison with previous results and helps identify longer term trends.

Gambling remains a mainstream activity in Sweden

One of the most striking findings from the survey is the continued prevalence of gambling among the Swedish population. According to the results, 72% of respondents stated that they had gambled for money at least once during the past 12 months. This figure underlines that gambling remains a mainstream leisure activity rather than a marginal behaviour.

While the overall participation rate has remained relatively stable compared with previous years, the data suggests that engagement has become more concentrated around specific verticals. This shift has implications for both operators and regulators, particularly in terms of consumer protection and the targeting of responsible gambling initiatives.

Strong growth in sports betting participation

Sports betting recorded one of the most significant increases in participation during 2025. The share of respondents who reported placing bets on sports rose to 30%, compared with 19% in the previous year. This represents a substantial year on year increase and positions sports betting as one of the fastest growing gambling activities in the Swedish market.

Several factors may be contributing to this growth. Increased availability of online sports betting platforms, expanded live betting options and heightened interest in major sporting events have all played a role in making sports betting more accessible and appealing to a broader audience. From a regulatory perspective, the trend reinforces the importance of effective monitoring of betting markets and continued enforcement of consumer protection requirements.

Continued expansion of horse racing betting

Betting on horse racing also experienced notable growth according to the survey. In 2025, 44% of respondents indicated that they had placed bets on horse racing, up from 38% in the previous year. Horse racing has long held a distinctive position within Swedish gambling culture and the latest data suggests that its appeal remains strong.

The increase may reflect the enduring popularity of established racing products combined with digital distribution channels that make participation easier for casual players. As with sports betting, the rising participation rate highlights the need for ongoing oversight to ensure that betting products are offered in a responsible and transparent manner.

Changing motivations among Swedish gamblers

Beyond participation rates, the survey sheds light on why individuals choose to gamble. The 2025 results point to a continued shift in player motivation, with an increasing focus on the possibility of winning large prizes.

According to the data, 42% of respondents stated that they gamble primarily to win large sums of money. This figure has increased over time and suggests that aspirational motivations are becoming more prominent. At the same time, gambling for charitable causes has declined, indicating a change in how players perceive the purpose and appeal of different gambling products.

Understanding these motivations is important for both policymakers and operators. A stronger emphasis on large potential winnings can be associated with higher risk behaviour, making responsible gambling tools and clear consumer information increasingly critical.

Improving perceptions of social responsibility

One of the more positive developments highlighted in the survey is the improvement in public perceptions of the gambling industry’s social responsibility. In 2025, 18% of respondents said they believe the Swedish gambling sector takes sufficient responsibility. This marks a significant increase from 7% reported in earlier surveys.

While the overall figure remains relatively modest, the upward trend suggests that regulatory measures and industry initiatives may be having a gradual impact on public trust. Sweden’s licensing system places strict requirements on operators in areas such as player protection, marketing practices and anti money laundering controls. Increased awareness of these safeguards may be contributing to improved perceptions among consumers.

Implications for regulation and policy

The findings from Allmänheten om spel 2025 carry important implications for the future of gambling regulation in Sweden. Stable overall participation combined with rapid growth in specific verticals suggests that regulatory attention must remain adaptive and data driven.

The increase in sports betting and horse racing participation underscores the importance of maintaining robust monitoring systems and ensuring that licensed operators comply with all regulatory obligations. At the same time, shifting player motivations highlight the need for continued investment in responsible gambling measures that address risk taking behaviour.

From a policy perspective, the gradual improvement in perceptions of social responsibility provides encouragement that existing frameworks are moving in the right direction. However, the data also indicates that there is room for further progress in building public confidence and ensuring that consumer protection remains at the forefront of market development.

Conclusion

The 2025 survey conducted by Spelinspektionen offers a comprehensive view of gambling behaviour and attitudes in Sweden at a time of ongoing market evolution. With 72% of respondents reporting gambling activity in the past year, participation remains firmly embedded in everyday life. Strong growth in sports betting and horse racing reflects changing preferences and highlights areas where regulatory oversight must remain particularly vigilant.

At the same time, the survey points to evolving motivations among players and a gradual improvement in how the industry’s social responsibility is perceived. While challenges remain, especially in balancing growth with consumer protection, the findings suggest that Sweden’s regulatory approach continues to shape a market that is both active and increasingly accountable. As policymakers and stakeholders look ahead, the insights from Allmänheten om spel 2025 provide a valuable foundation for informed decision making and continued refinement of the regulatory framework.

FAQs

What is Allmänheten om spel 2025?
It is an annual public survey published by Spelinspektionen that examines gambling behaviour and attitudes in Sweden.

Who conducted the 2025 survey?
The survey was conducted by Spelinspektionen in cooperation with Lysio Research.

How many people participated in the survey?
Just over 1,500 respondents took part in the 2025 study.

What percentage of respondents gambled in the past year?
According to the survey, 72% of respondents gambled for money at least once in the previous 12 months.

Which gambling activity saw the strongest growth?
Sports betting recorded one of the strongest increases, rising to 30% participation.

How did horse racing betting perform in 2025?
Participation in horse racing betting increased to 44%, up from 38% the year before.

What motivates most gamblers according to the survey?
A growing share of respondents said they gamble primarily to win large prizes.

Has perception of social responsibility improved?
Yes, 18% of respondents believe the industry takes sufficient responsibility, up from earlier surveys.

Why are these findings important for regulators?
They help regulators understand trends in participation and risk which supports effective policy decisions.

What does the survey suggest about the future of gambling in Sweden?
It suggests continued high participation with a need for strong regulation and ongoing focus on consumer protection.