Unraveling Misconceptions: BOS Study Highlights Public Perceptions of Swedish Gambling
Date: 2023-12-01 Author: Dima Zakharov Categories: EVENTS
The Survey Insights:
Novus conducted an online survey with 1054 participants on behalf of BOS, exploring their perceptions of Swedish gambling. Surprisingly, 57% identified as active gamblers, while 41% claimed they never engage in gambling activities.
Gambling Habits Unveiled:
Digging deeper into gambling habits, the survey revealed that 1% gamble daily or almost daily, 15% at least once a week, and another 15% at least once a month. These statistics offer a nuanced understanding of Swedes' diverse relationship with gambling.
Advertising Impact:
As for gambling advertising, 72% of respondents felt that such promotions have increased since the 2019 re-regulation of the Swedish market. Intriguingly, 58% mistakenly believed the gambling industry to be the country's largest advertiser.
Public Sentiments on Sponsorships and Celebrities:
Concerns about advertising extend to gambling sponsorships in professional sports, with 32% expressing dislike. Moreover, 73% oppose advertisements featuring celebrities endorsing gambling, emphasizing public aversion to such marketing strategies.
Misconceptions and Calls for Regulation:
The survey unearthed significant misconceptions, including the belief that 23% of Sweden's population grapples with gambling problems, whereas data indicates only 4% are at risk. Another striking misconception involves the return to player (RTP) rate, with consumers assuming a mere 21% return, contrasting sharply with the industry's standard of around 95%.
BOS Advocacy for Awareness:
Gustaf Hoffstedt, BOS' secretary general, deems these misconceptions serious, signaling a need for better public education. Hoffstedt asserts that such misunderstandings contribute to calls for stricter regulations, emphasizing the industry's responsibility to accurately inform the public about gambling realities.
