Editorial review
Swedish Trotting Bets: What the ATG–Demoskop Survey Reveals
Trotting betting has a distinctive social and demographic profile within Swedish gambling. An ATG–Demoskop survey examines who participates, what emotions they associate with play and how they view gambling companies.
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Public Perceptions of the Horse Industry and Gambling’s Role in Sweden
Swedes value the horse industry’s contribution to young people’s lives, but many know little about its funding. An ATG-commissioned Demoskop survey explores…
Closing 2025: Shifts, Opportunities, Risks – and Growth Zones in iGaming
Regulation, AI and brand trust shaped a changing iGaming sector in 2025. This year-end analysis considers the opportunities, commercial pressures and emerging…
From Monopoly to Marketplace
Digitalisation and cross-border competition transformed Sweden’s gambling market between 2001 and 2025. The transition from monopoly to licensing reshaped marketing, public trust…
Commercial Fever
Television, advertising and new products transformed Swedish gambling marketing between 1981 and 2000. Digital distribution and cross-border competition began testing a monopoly…
Big dreams, bigger budgets
Postwar Sweden promoted lottery play and football pools through state backing, mass advertising and welfare messaging. The period from 1950 to 1980…
Selling the dream
State lotteries, football pools and familiar advertising helped embed gambling in Swedish daily life. This historical review traces how public fundraising and…
