According to iGamingBusiness, up to 72% of Swedish gamblers are unable to tell the difference between legal and illegal gambling sites.
The survey, conducted last April by Enkätfabriken, aimed to assess consumer awareness in the Swedish gambling market. Despite the lack of awareness, a notable 42% of participants agreed that holding a local license was an important factor when choosing a gambling operator.
That is a big rise from just 28% the previous year, showing that more people know the importance of playing at licensed operators. However, when asked about the benefits of playing with licensed operators, the responses were divided, with 47% in favor and 47% uncertain.
Youth awareness is low for licensed gambling sites
The survey also pointed out that younger gamblers are less aware of licensed gambling brands. Only 27% of individuals aged 18-19 considered a local license important when choosing an operator. In contrast, 52% of those aged 65 and above emphasized the need for a Swedish license.
In the same survey, concerns about unlicensed sites emerged, with participants citing risks such as non-payment, data insecurity, and higher chances of gambling problems. However, 8% admitted they used illegal sites to avoid paying taxes on their winnings.
While the survey indicates growing awareness of licensed gambling, it also points to a pressing need for stronger government actions. According to Gustaf Hoffstedt, secretary general for Swedish gambling trade body BOS, more efforts are required to communicate the advantages of legal gambling and further promote licensed sites.
As for gambling habits, online gambling continues to rise in Sweden: the survey revealed that 91% of gamblers prefer online gambling from home, with a noticeable decline in land-based casino participation.
