Research shows a clear shift in Iceland’s gambling behaviour from traditional betting to the online realm. Join us as we examine this shift and how sports betting is playing a major role in the change.
Iceland’s gambling picture is changing, with more betting taking place online and sports wagering in particular growing in leaps and bounds.
What was once largely associated with traditional gambling venues is now increasingly taking place on desktops, smartphones and tablets, driven primarily by the mid-20s to mid-30s age bracket.
The numbers indicate a market that is moving with the times, adopting an online-first approach to gambling.
The switch to online casinos and sports betting is one of the most telling changes in Iceland’s shifting gambling habits.
Research comparing gambling behaviour in 2015 and 2024 found a substantial upswing in online participation.
Among Icelandic students surveyed, online gambling rose from around 10% to more than 21% among males, while the figure for females climbed from 6.2% to 24.7%.
The wider 2024 ESPAD research also placed Iceland at the top of the participating European countries for online wagering, with 31% reporting that they had claimed bonuses and gambled online during the previous 12 months.
That represents a significant change in less than a decade. Gambling no longer involves finding an actual venue or waiting for a specific opportunity. An internet connection is enough to put betting within easy reach.
The trend also reflects how gambling itself is changing, with online platforms offering a wider range of betting options, including casino games, betting and other verticals available on your mobile device.
Sports betting is another important factor in the switch to online gambling. Betting on sporting events has become increasingly frequent in Iceland and has given people with an existing interest in sport an added interest in their event or player of choice.
Football, in particular, provides a steady stream of matches and betting markets, from the result of a game to specific events within it.
The attraction is understandable. Sports betting can become part of the match-day experience, giving fans another reason to stay engaged while they watch their team, follow a competition, or simply enjoy the action, whether they’re pitch side or on their sofa.
According to the ESPAD research, sports and animal racing betting are among the main forms of gambling measured, along with lotteries, slot machines, card games and online dice. Sports betting, however, remains one of the most common forms of gambling across the countries surveyed.
Mobile gambling also makes this type of wagering easier to access; after all, a match can be watched on one screen while betting odds and markets are available on another.
That combination of sport, mobile devices, and a steady stream of almost around-the-clock sporting events on which to bet is helping reshape both Iceland’s gambling industry and punters’ gambling habits.
The figures from 2015 and 2024 suggest that Iceland’s shift to online gambling is a lasting change rather than a temporary trend.
The Icelandic research found that the frequency of online gambling also increased over the period.
Among males, frequent online participation rose from 5.8% in 2015 to 10.8% in 2024, while among their female counterparts, it increased from 1.2% to 5.3%.
These numbers do not mean that everyone who gambles online does so regularly. They do, however, show how much more established online gambling has become.
There is also a wider change in how gambling fits into everyday life. Online betting no longer requires a trip to a casino, betting shop or gaming hall. It is considerably less tied to a particular place, and most often takes place on the go.
Iceland's gambling market is therefore following a broader global shift: traditional gambling has not disappeared altogether, but online betting continues to gain ground, with sports wagering aiding and abetting that change.
The landscape is shifting, and the numbers suggest it is unlikely to return to its previous balance.
Have you decided to venture into the exciting world of online casino entertainment, or do you prefer to opt for backing your favourite player or team in Iceland? We highly recommend you check out our reviews of the most popular casinos and sports betting venues offering competitive odds and great bonuses.
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