Kantar, an independent global company specialising in marketing data research, announced the completion of its large-scale 2026 study on levels of ludomania in Ukraine. According to the findings, the risk of gambling addiction in the country remains minimal.
Tools and Methods Used for the Analytics
The survey sample included both men and women aged 18 to 69 who had resorted to gaming services in the past 3 months. This research was conducted online. Participants were required to complete a detailed questionnaire that took up to 20 minutes.
The results were examined using the Problem Gambling Severity Index (PGSI), recognised as the gold standard in global practice for assessing risky behaviour in various industry niches. This metric is based on an analysis of real-money entertainment content and user habits in 64 countries.
A survey of Ukrainian participants showed fluctuations in the indicator from 0.85% to 1.03%. Such rates represent a surprisingly low level of threat.
Compare this result with some other figures:
- global average — 1.41%;
- Italy — 2.17%;
- the UK — 2.5%.
Alexander Kogut, the Association of Ukrainian Gambling Operators' (AUGO) President, said the numbers coincide with those of an earlier study conducted by the Ministry of Health.
Factual Data vs Information Noise in the Industry
If the indicators reflect a stable situation, the question arises: why is there so much panic around the topic of ludomania? According to Mr Kogut, some market players benefit from exploiting the media hype surrounding illicit operators. Fear and public outcry are becoming the basis for new legislative restrictions.
The expert stated that this scenario has already happened in several countries. The shadow sector benefits from demonstrating widespread gaming addiction and fueling hysteria. Authorities often follow the market’s lead, introducing new bans and restrictions. As a result, the legal segment becomes more constrained, while the grey zone attracts new customers seeking easier access. Thus, the issue of ludomania remains unresolved.
Currently, brands that refuse to undergo casino licensing in Ukraine account for approximately 53% of the total. Experts estimate the profitability of shadow operators at $1.8 billion per year, while certified businesses earn $1.6 billion.
The AUGO’s members generate up to 79% of all gambling industry tax revenue. This amount provides a stable and secure funding mechanism for the state, while illicit platforms drain the treasury.
Prospects for the Ukrainian Gaming Sector
Mr Kogut noted that problem play indicators will now be measured systematically. Preventive monitoring allows for the early identification of real market issues and a prompt response to risks.
Continuously assessing audience activity helps:
- create a transparent and safe environment;
- strengthen the reputation of the national regulator;
- grant a competitive advantage to certified niche companies.
The President emphasised that his association wants to ensure that key industry metrics are tracked and provide an objective picture. Monitoring risky behaviour is integral to the sphere’s overall image. Its results demonstrate that ludomania in the state is a figment of the imagination. Legal brands are simply seeking a fair opportunity to conduct business responsibly.
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