iGamers’ Behavioural Patterns in Northern Europe: Comprehensive Research

Wide Scope and a Consistent Methodology

The research will encompass 150,000 respondents aged 18 to 30 from 5 states:

• Iceland;
• Finland;
• Norway;
• Sweden;
• Denmark.

Each of the aforementioned countries will supply 30,000 responses, making this study one of the most extensive in the region's history to date. Ultimately, a uniform data repository will be established.

To better determine common patterns, the organisers have incorporated:

• a unified pool of questions;
• an online reply gathering format;
• an aligned risk estimation method;
• real-time information analysis from all nations.

In the past, similar surveys employed varied, inconsistent approaches and diverse sets of questions, making findings difficult to interpret. With standardised assessment protocols, industry experts can now monitor shifts across 5 countries simultaneously and observe how these changes influence gambling markets.

The project involves a broad spectrum of participants, including regulatory bodies, analytical centres, and healthcare organisations.

The list of members encompasses the following entities:

• 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.

Coordinated collaboration among investigators guarantees a complex approach. Information will be assembled online, accelerating data processing and allowing for prompt comparison of major indicators.

Emphasis on the 18–30 Age Category: Reasons

Regulators underline that this player group demonstrates the most rapidly evolving behavioural models. The development of digital infrastructure, mobile services, and online gambling platforms introduces new market dynamics that should be evaluated exclusively on the basis of verified information.

The research will examine several essential aspects:

• the expenditure structure;
• the early indicators of risky behaviour;
• the efficacy of current prevention efforts;
• the frequency of using iGaming products;
• the main preferences in genres and categories.

Collecting this information will enable the refinement of national strategies. Moreover, it will facilitate the development of more effective long-term public health campaigns.

Survey's Findings: Influence on the Sphere

The study's results will be released in spring 2026. The extensive sample volume is expected to establish the foundation for upcoming regulatory projects, the creation of harm-reduction instruments, and the improvement of responsible gambling principles.

The initiative was built on the understanding that behavioural patterns in the sector are evolving quickly, and that developing effective solutions demands collaborative, meticulous investigation. The report's broad coverage and consistent methodology will ensure it is highly valuable for tackling a wide range of niche challenges.

The main objectives of the survey include:

• developing more effective legislative initiatives;
• implementing improved measures for safer and more transparent gambling;
• enhancing online operators' analytical capabilities across regulated jurisdictions.

The results of the research will enable the 5 countries to understand industry trends better, allowing their stakeholders to adjust products to continuously changing customer demands.