Sweden’s Gambling Authority (Spelinspektionen) says participation in betting and horse racing is on the rise, more players are motivated by the chance to “win big,” and public views of industry responsibility have improved. These insights come from the authority’s annual survey, “Allmänheten om spel 2025,” which sheds light on how gambling habits are shifting in Sweden and where consumer protection and oversight might focus next.
Key findings from the 2025 survey
- 72% of people in Sweden gambled for money in the past 12 months.
- Participation in horse racing (trav) rose to 44%, up from 38% in the previous measurement.
- Sports and event betting increased to 30% from 19% over the last year.
- 42% say they play to win big, a share that continues to rise. Playing “for a good cause” has declined.
- 18% now believe the Swedish gambling industry takes sufficient social responsibility, up from 7% in prior years.
Product mix: racing and betting gain ground
Rising interest in horse racing and betting points to a shift toward products with frequent events and dynamic odds, rather than slower-cycle games like traditional lotteries. For operators, that suggests steady demand for live markets and in-play features. For regulators, growing engagement with higher-velocity products underscores the need for clear risk disclosures and close monitoring of how these verticals are marketed.
Motivations and public sentiment
A larger share of players now say they’re driven by the chance of a large win, showing continued demand for high-variance outcomes. At the same time, fewer are playing “for a good cause,” signaling a move away from the altruistic motivations historically tied to charity-oriented products. Public sentiment on industry responsibility has also improved, with 18% saying operators take adequate social responsibility, up from 7% in earlier years, according to the survey. This shift comes amid continued regulatory attention to consumer protections, including self-exclusion via Spelpaus.
Methodology and timing
“Allmänheten om spel” is Spelinspektionen’s annual study of gambling behavior and attitudes in Sweden. The 2025 wave was conducted in November 2025 by research firm Lysio Research, with responses from 1,503 participants. Results reflect self-reported behavior over the preceding 12 months. The authority published the findings on February 4, 2026.
Market context
Sweden’s licensed online gambling framework, in force since 2019, is designed to channel play to regulated operators, protect consumers, and keep marketing responsible. Shifts toward betting and horse racing participation—and changes in player motivations—feed into ongoing policy debates on advertising limits, product design, and harm prevention. The survey provides a data-backed look at how participation and perceptions are evolving within the regulated market.
In summary, Spelinspektionen’s 2025 survey shows broad participation in gambling (72%), notable growth in horse racing (44%) and betting (30%), a rising focus on big-win motives (42%), and improved views of industry responsibility (18%). Conducted with 1,503 respondents in November 2025 and published in February 2026, the results point to shifting behavior and sentiment that will inform oversight and market strategy.