Sweden’s Public Health Agency (Folkhälsomyndigheten) has published the results of a long-term national study on the prevalence of ludomania among the population. This research covers the last 25 years of official government reports and relevant scientific literature.
According to the analysis, the proportion of problem gamblers has dropped to just over 1% from more than 2% recorded in the late 2000s. A reduction in the broader risk group to approximately 200,000 people has also been detected.
Industry Growth with Decreasing Addiction Metrics
Positive trends in the healthcare sector coincided with a rapid surge in the online sportsbook and casino gaming segments.
Key factors driving the market’s evolution include:
- an expanding range of digital products;
- massive adoption of smartphones and high-speed Internet;
- promotion support (restrictions have only been introduced in recent years).
A decrease in problematic user behaviour amid growing and stronger supply indicates that the gambling business in Sweden has been established and is entering a phase of maturity.
Organised Approach and Good Channelisation
Analysts and industry experts believe this trend will continue and intensify, gradually spreading to other Scandinavian states. In the current environment, regulators should focus primarily on revising licensing programs and shaping the most transparent conditions. Operators, in turn, are expected to be open to dialogue and provide top-level security and an excellent user experience.
The situation with channelisation in the region is as follows:
- Swedish authorities control approximately 85% of the local segment.
- Neighbouring Denmark and Norway show similar results with only slightly higher percentages.
- Finland’s government is just preparing to reform its domestic industry and achieve greater success.
Player Self-Exclusion and Addiction Treatment
Sweden is consistently developing a unified state system to help customers better manage their entertainment habits. As of April 2026, over 137,500 people had voluntarily registered with the service, representing a small yet noticeable share of the country’s adult population.
At the same time, statistics show that approximately half of those who have used self-exclusion mechanisms continue to bet with uncertified platforms. Currently, the government lacks fully reliable tools to curb the outflow to offshore brands.
Machine learning algorithms have the greatest potential to identify and prevent problematic play. Several major medical studies have already confirmed the advantages of AI services adapted for cognitive behavioural therapy.
Next Steps in Gambling Sphere Regulation
The Swedish government recently completely overhauled its legal framework for iGaming and web betting products. Debates over the effectiveness of these rules continue among operators and some politicians.
The situation remains controversial. Several industry representatives are proposing a transition to a differentiated regulatory model that accounts for the specifics of individual sectors. In particular, entrepreneurs are hoping to exempt the horse racing vertical from further tax increases. While the government has not yet taken active steps to revise the legislation, discussions are ongoing.
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