Sweden’s Gaming Addiction Rates Reduce: Insights from 25 Years of Research

The results indicate that the share of problem players has decreased to just over 1%, compared with more than 2% in the late 2000s. The wider at-risk group has also contracted, now estimated at around 200,000 individuals.

Industry Expansion Amid Declining Ludomania Rates

Positive developments in the healthcare segment have paralleled a swift upturn in the digital bookmaker and casino verticals.

Major drivers of the market’s growth include:

• a broadening variety of iGaming offerings;
• widespread adoption of smartphones and high-speed Internet;
• promotion support (restrictions have only been implemented in recent years).

The decline in problematic gambling behaviour, despite increased and more robust supply, suggests that Sweden's entertainment sphere is well-established and now reaching maturity.

Organised Approach and Effective Channelisation

Industry analysts expect that this trend will persist and grow, gradually extending to other Scandinavian countries. In this context, regulators should prioritise revising licensing programmes and establishing the most transparent conditions. Operators, meanwhile, are anticipated to remain receptive to dialogue, ensuring top-tier security and an outstanding user experience.

Channelisation in the region currently stands as follows:

• Sweden — the government controls roughly 85% of the domestic market;
• Denmark and Norway — similar outcomes, with slightly higher percentages;
• Finland — the authorities are preparing an overhaul of the local sphere to attain stronger results.

User Self-Exclusion and Ludomania Treatment

Sweden is steadily developing a uniform state system to enable players to control their gaming habits more effectively. By April 2026, more than 137,500 individuals had voluntarily signed up, representing a small yet notable portion of the adult population.

However, statistics reveal that roughly half of those using self-exclusion tools still gamble on unlicensed websites. At present, the authorities do not possess fully reliable instruments to prevent the outflow towards shadow operators.

Machine learning algorithms are viewed as having the greatest potential to detect and address ludomania. Several key medical studies have already demonstrated the benefits of AI-based services adapted for cognitive behavioural therapy.

Gambling Industry Regulation: Next Steps

Sweden has recently reformed its legislative system for online casino and sportsbook offerings, sparking ongoing debates among operators and politicians regarding the effectiveness of the new rules.

The situation remains contentious. Multiple market representatives are advocating for the adoption of a differentiated regulatory approach that considers the unique aspects of each niche. Specifically, entrepreneurs are hoping to exempt the horse racing segment from additional tax hikes. Although the government has not yet taken concrete actions to amend the legal framework, discussions on potential reforms continue.

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