The Swedish Public Health Agency (Folkhälsomyndigheten) is launching a major analytical project, the Pan-Nordic Gambling Study (PANG), in the region. The initiative aims to gain an objective understanding of young iGamers' behavioural patterns in 2025.
Broad Coverage and a Unified Methodology
The survey will involve 150,000 respondents aged 18 to 30 from 5 countries:
- Iceland;
- Finland;
- Norway;
- Sweden;
- Denmark.
Each of the mentioned nations will provide 30,000 replies, making this research one of the largest in the region’s history. In the end, there will be a unified informational base.
To effectively identify common trends, the organisers have implemented:
- a standardised set of questions;
- a digital response collection model;
- a harmonised risk assessment approach;
- simultaneous data analysis from all countries.
Previously, similar studies used inconsistent strategies and different pools of inquiries, which significantly complicated the interpretation of results. With aligned assessment rules, niche specialists will be able to track parallel changes across 5 nations and understand the impact of these shifts on systems overseeing gambling markets.
The initiative brings together a wide range of participants, including regulators, analytical centres, and healthcare agencies.
The list of members comprises the following organisations:
- University of Iceland;
- Finland’s Institute for Health and Welfare;
- Denmark’s Spillemyndigheden and Aalborg University;
- Sweden’s Spelinspektionen and Folkhälsomyndigheten;
- Norway’s University of Bergen and Gambling and Foundation Authority.
Broad collaboration among researchers ensures a comprehensive approach. Data collection will be conducted online, speeding up processing and enabling timely comparison of key metrics.
Focus on the 18−30 Age Group: Reasons
According to regulators, this audience segment is experiencing the fastest-changing behaviour patterns. The expansion of digital infrastructure, mobile services, and iGaming resources is creating new market dynamics that must be assessed based solely on verified information.
The study will cover several key areas:
- the structure of spending;
- the early signs of problem habits;
- the frequency of using internet products;
- major preferences in genres and categories;
- the effectiveness of existing prevention measures.
Discovering these details will help adjust national strategies. Another notable benefit is the opportunity to develop long-term public health campaigns more efficiently.
Expected Results: Impact on the Industry
The survey’s findings will be presented in spring 2026. The large sample size is anticipated to form the basis for future regulatory initiatives, the development of tools for reducing gambling harm, and the strengthening of responsible gaming policies.
The project was powered by the understanding that behavioural patterns in the vertical are rapidly changing and that creating effective solutions requires collaborative, in-depth research. The enormous scope and unified methodology will make the report truly useful for addressing a variety of issues.
Key goals to achieve with the study:
- formulating stronger legislative initiatives;
- introducing better measures for safer, more transparent gambling;
- strengthening the analytical capabilities of web operators across regulated jurisdictions.
The findings will help the 5 countries more accurately understand industry dynamics. As a result, their stakeholders will be able to adapt products to ever-evolving requirements.
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