One in Five Swedes Bet Online, Survey Details Market Trends
One in Five Swedes Bet Online and One in Six Play Online Casinos – New Survey Details Participation and Player Behavior
Key Takeaways
- About one in five Swedes participate in online sports betting, while nearly one in six play online casino games.
- The 2025 Casinotempen survey screened 3,463 people and analyzed 1,004 active online gamblers.
- Football is the most popular betting market, chosen by 63 percent of sports bettors.
- Most respondents report never borrowing money to gamble, and awareness of the Spelpaus self exclusion system is high.
Survey Scope and Methodology in the Regulated Swedish Market
The findings come from the 2025 edition of Casinotempen, part of the Casinofeber research project examining participation and player behavior within Sweden’s regulated gambling sector. The survey was conducted between July 3 and July 17, 2025.
Researchers initially screened 3,463 respondents. From this group, they focused on 1,004 individuals who actively gamble online. The final sample consisted of 501 online casino players and 503 sports betting players. Results were weighted according to gender and age to better reflect the broader population.
The data provides a snapshot of how online gambling is distributed across different segments of Swedish society, including age, gender, income, education, and gambling frequency.
Online Betting Reaches More Users Than Online Casino
According to the survey, online sports betting has a slightly larger reach than online casino gaming in Sweden. Around one in five Swedes take part in sports betting. In comparison, nearly one in six participate in online casino games.
Online casino players tend to be somewhat younger than sports bettors. The typical age range for casino players falls between 39 and 42 years. Sports betting players are on average older, ranging from 42 to 49 years.
Employment levels are high in both groups. About two thirds of respondents report working full time. Among online casino players, the most common monthly income range is between 30,000 and 40,000 Swedish crowns. This indicates that participation is common among middle income households rather than being concentrated in a narrow income segment.
Brand Awareness and User Ratings Among Operators
Brand recognition remains strong across both casino and sportsbook segments.
Among online casino brands, LeoVegas achieved the highest recognition level at 69 percent. Other well known operators include bet365, Unibet, and Betsson. When players were asked to rate casinos, Expekt received the highest average score at 3.84.
In the sports betting segment, Svenska Spel leads in brand awareness. A total of 86 percent of respondents recognize the brand, and 64 percent report having placed bets through the platform. ATG and Unibet are also widely recognized among sports bettors.
These figures show that established brands maintain high visibility among Swedish players, both in casino and sportsbook categories.
Player Profile and Betting Preferences
Sports betting participation shows a distinct demographic profile compared with online casino.
Men account for 62 percent of sports betting players. This group also demonstrates higher levels of education compared with casino players, according to the survey results.
Football stands out as the dominant betting market. A total of 63 percent of bettors place wagers on football. Horse racing follows at 30 percent, and ice hockey at 29 percent. These figures indicate a clear concentration around specific sports.
Spending levels are generally modest. The most common monthly betting amount is below 99 SEK. However, 10 percent of sports bettors report spending more than 1,000 SEK per month. Gender differences are visible in spending patterns. Women tend to wager less, while men more often fall within the 200 to 999 SEK monthly range.
Betting frequency varies. About 24 percent of bettors place wagers once per week. Seven percent report gambling almost daily. Live betting is less common. While 45 percent say they sometimes place live bets, only 6 percent do so regularly.
Responsible Gambling Indicators and Use of Spelpaus
The survey also assessed borrowing behavior and awareness of responsible gambling tools.
Most respondents state that they have never borrowed money to gamble. Among online casino players, 84 percent report never borrowing funds. However, within the subgroup of weekly casino players, 28 percent say they have borrowed money at least once.
Among sports bettors, 93 percent report never borrowing money for gambling purposes.
Awareness of Sweden’s national self exclusion system, Spelpaus, remains high. Among casino players, 65 percent are aware of the system but have never used it. Thirteen percent report having used Spelpaus previously or currently.
Among sports betting players, 71 percent know about the service. Only 1 percent report that they are currently self excluded.
Our Assessment
The 2025 Casinotempen survey shows that online gambling participation in Sweden remains widespread, with sports betting slightly more common than online casino play. The data highlights clear demographic patterns, including age differences and a higher proportion of men in sports betting.
Spending levels are generally low for most users, and most respondents report not borrowing money to gamble. Awareness of the Spelpaus self exclusion system is high across both segments. Together, these findings provide a detailed picture of participation, brand recognition, and responsible gambling indicators within Sweden’s regulated online gambling market.
