How much of each market's gambling is online

Summary of findings

Of the eight markets in the published regulator dataset, only Sweden's rows hold an online-type figure and a whole-market figure on the same basis, for the same periods, from one file. For Sweden the study can therefore measure how much of licensed gross gaming revenue (GGR) falls in the licence category for commercial online gaming and betting. For the other seven markets it cannot, and the reasons are set out below.

In Sweden that category accounted for about 60.7% to 66.3% of licensed GGR in the four quarters of 2024, about 63.4% to 67.3% in the four quarters of 2025, and about 66.4% and 67.2% in the first two quarters of 2026. The share was higher than a year earlier in five of the six quarters from Q1 2025 to Q2 2026; the exception was Q2 2025, about 0.4 percentage points lower than Q2 2024. The largest rise was in Q4 2025, about 2.7 percentage points above Q4 2024. In both full years the lowest share came in the fourth quarter.

All Swedish figures are preliminary in the regulator's file, so every share here is approximate.

Method and sample

The sample is the published market-total GGR rows for Great Britain, Ontario, Michigan, New Jersey, Pennsylvania, Denmark, Sweden and the Netherlands, read on 23 October 2026. Operator-level rows were excluded. For each market and kind of period, a share was calculated only where the regulator publishes both an online figure and a land-based or whole-market figure for the same products and the same period.

The share is the online figure divided by the whole-market figure for the same quarter, from rows read from the same release of the Swedish Gambling Authority (Spelinspektionen). Shares are calculated within one market and one currency, Swedish kronor, and no amount is converted or compared across markets. Quarters are kept as quarters: no calendar-year figure was built by adding quarters, because the published rows hold quarterly values only. Year-on-year changes compare a quarter with the same quarter a year earlier and are stated in percentage points. Shares were calculated from unrounded values and then rounded to one decimal place, so a change may differ by 0.1 point from the difference between two rounded shares.

The Swedish file is Spelinspektionen's quarterly table of net turnover (players' stakes minus winnings) by licence type. The numerator is its row for commercial online gaming, betting and ships; the denominator is its total for all operators with a Swedish licence. The ten quarters from Q1 2024 to Q2 2026 are used.

Findings by market

Sweden. The only market where a share can be measured. FIG. 1 shows the quarterly share, FIG. 2 the year-on-year change and FIG. 3 the two input series in Swedish kronor.

Ontario. iGaming Ontario (iGO) reports only the igaming market run through its operating agreements, and its tables exclude OLG's igaming offering and pari-mutuel wagering on horse racing. There is no land-based figure in the release, so no online share of the whole market can be calculated. Ontario's figures describe a market that is online by definition.

Denmark. The published rows come from the monthly file of the Danish Gambling Authority (Spillemyndigheden) and cover online casino and betting. The regulator's betting figure includes bets placed in land-based shops as well as online, so neither an online total nor an online share can be calculated from these rows. The regulator's annual report for 2024 does state its own online share of total GGR for that calendar year; it is an annual figure outside the monthly rows used here, so it is not part of this study's calculation.

Great Britain, Michigan, New Jersey, Pennsylvania and the Netherlands. The published rows for these markets cover online products only. With no land-based or whole-market figure for the same products and periods, no share can be calculated. Where a market page shows an online total built from product figures, it is a calculated total, marked calc.; such totals are not regulator figures, cover online play only and were not used here.

Limits

The Swedish numerator is a licence category, not a channel. The regulator's file splits revenue by licence type, and this category combines commercial online gaming with betting and with gaming on ships. It may therefore include betting that was not placed online, while play under other licences, such as the state lottery, falls outside it whatever the channel. The share is best read as the weight of the commercial online-and-betting licence in the licensed market, not as a pure online share.

The denominator counts only operators with a Swedish licence. Unlicensed play is outside both figures.

All Swedish values are preliminary and may be revised. A revised figure will be stored as a new revision of its row, and the shares will be recalculated from the latest revision.

Swedish shares cannot be compared with any other market in this sample, because no other market's published rows here hold the two figures needed. Adding land-based figures for other markets, where their regulators publish them, would allow a wider comparison in a later edition of this study.