Where is gambling most popular?
The online publication European Gaming published a study conducted by Casino Deps to determine the countries with the highest interest in gambling. The main criterion for the analysis was the average monthly search volume per 100,000 people. The data provides an idea of how cultural characteristics, government regulation and industry development affect the demand for gambling in different regions.
Top 10 Countries with the Highest Interest in Gambling
| Rank | Country | Population | Total Average Monthly Searches | Searches per 100,000 People |
| 1 | Netherlands | 18,092,524 | 156,480 | 864.89 |
| 2 | Malta | 532,956 | 2,050 | 384.65 |
| 3 | Sweden | 10,551,494 | 40,530 | 384.12 |
| 4 | Poland | 38,762,844 | 145,940 | 376.49 |
| 5 | Denmark | 5,948,136 | 21,780 | 366.17 |
| 6 | Iceland | 387,558 | 1,400 | 361.24 |
| 7 | Singapore | 5,789,090 | 19,980 | 345.13 |
| 8 | Norway | 5,519,167 | 18,570 | 336.46 |
| 9 | New Zealand | 5,172,836 | 16,070 | 310.66 |
| 10 | Lithuania | 2,854,099 | 8,580 | 300.62 |
Analysis of the leading countries
Netherlands — 864.89 searches per 100,000 people
The Netherlands ranks first in gambling interest, supported by its liberal regulation and widespread access to online casinos. The most popular search term is “online casino” (75,000 searches per month), followed by “casino games” and “online gambling” (both with 21,000 searches).
Malta — 384.65 searches per 100,000 people
Despite its small population, Malta is a global hub for online gambling, hosting major operators due to favorable tax conditions. The top search terms include “poker,” “roulette,” and “blackjack” (250–300 searches per month).
Sweden — 384.12 searches per 100,000 people
Sweden’s well-regulated online gambling market contributes to its high interest. The top search term is “online casino” (11,000 searches per month), while “free spins” (3,700 searches) indicate a strong interest in casino promotions.
Poland — 376.49 searches per 100,000 people
Recent changes in Poland’s gambling laws have increased interest in online betting. The most popular game is “blackjack” (40,000 searches per month), surpassing “poker” (16,000) and “roulette” (15,000).
Denmark — 366.17 searches per 100,000 people
Denmark’s strong gambling regulation ensures safe gaming options. The most searched term is “poker” (4,900 searches per month), exceeding “online casino” (3,500 searches).
Countries with unexpectedly high interest
- Iceland (361.24 searches/100,000 people) — Despite limited access to land-based casinos, online gambling remains popular.
- Norway (336.46 searches/100,000 people) — A government-controlled monopoly pushes players toward foreign gambling sites.
- Singapore (345.13 searches/100,000 people) — The popularity of integrated resorts like Marina Bay Sands drives high demand for “baccarat” (4,600 searches per month).
Conclusion
The study shows that gambling interest is not solely determined by a country’s size or the number of casinos. Regulation, culture, and access to online platforms are key factors. Countries with a well-developed gambling industry maintain steady interest, while those with restrictions see users seeking alternatives.
Key Takeaways:
- Liberal regulation (Netherlands, Sweden, Denmark) contributes to high demand for gambling.
- Malta and Poland show high interest due to tax benefits for operators and relaxed gambling laws.
- Countries with strict regulations (Norway, Iceland, Singapore) exhibit high search volumes as users seek access to foreign platforms.
- Popular games vary by region: In Europe, “poker,” “roulette,” and “blackjack” dominate, while in Asia, “baccarat” is the leading game.
The gambling industry continues to evolve, and interest in online casinos is growing. It will be interesting to see how countries adapt to these changes in the future.
Source: European Gaming
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