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A new survey on the Swedish iGaming market has revealed that 16% of the country’s population has played at an online casino in the past 12 months, marking a 33% increase compared to a 2022 study.

Conducted in April 2024, this study is the second of its kind and was carried out by Raketech’s affiliate site Casinofeber in collaboration with Reflect Företagsutveckling AB.

The research was led by Martin Johansson, former head of analysis at Svenska Spel.

A total of 1,026 individuals participated in the survey, including 444 who had both played casino games and sports betting in the past 12 months, 175 who had only played casino games, and 407 who had only played betting.

Online casino player profile

The Survey Study of the Swedish Casino Market 2024 found that around one in six Swedes plays online casino games.

Of the online casino players, 45% play at least once a month.

LeoVegas was found to be the most well-known online casino, recognised by 68% of players, while Svenska Spel holds the largest market share with 29% of Swedish players.

The primary factor influencing players’ choice of casino is the perception of “good chances of winning.”

Nearly half (48%) of Swedish casino players prefer slot games.

In terms of spending, 30% play for less than SEK100 (€8.90) per month, while 18% spend between SEK1,000 and SEK10,000 per month.

Additionally, 43% of players sometimes or often suspect that the outcomes at Swedish casinos are manipulated.

The demographic breakdown of online casino players shows that 60% are male and 40% are female.

Source: Casinofeber

Regarding the age of players, 41% are aged 18-35, 29% are aged 36-49, and 30% are aged 50-75.

The majority of players are well-educated, with 31% having attended college or university for at least three years, 17% for less than three years, 45% having a high school education, and 7% having a primary school education or lower.

Interestingly, just 27% of players have used a bonus tied to specific terms and conditions, though the largest group consists of those who have not utilised any bonuses.

One-third of those players have experienced issues with their bonuses, though the majority have not faced any problems.

Insights on online betting

In terms of betting on real-life events, the survey indicated that one in five Swedes has engaged in online betting in the past 12 months.

Of these, 67% were men, with 61% betting at least once a month.

In terms of spending, 35% bet less than SEK100 per month, while 11% bet between SEK1,000 and SEK10,000 per month.

Svenska Spel was found to be the most well-known betting site, recognised by 89% of players.

Notably, 48% of players would never bet against their favourite team, even if they believed the team would lose.

Demographically by age, the largest cohort of bettors are those aged 50-75 (44%).

In contrast, 29% are aged 18-35, and 27% fall within the 36-49 age bracket.

Educationally, 37% have pursued college or university for at least three years, 16% for less than three years, 43% have a high school education, and 4% have a primary school education or lower.

Football is by far the most popular sport for betting, with nearly 60% of respondents placing bets on it in the past year.

Horse racing, including trotting and thoroughbred racing, was found to be the second most common betting activity at 31.3%.

Politics and entertainment, including events like the Eurovision Song Contest and political elections, came in third at 6.5%.

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