A new analysis by gambling experts Casino Deps has revealed the countries with the highest levels of interest in gambling, ranked by their average monthly search volumes per 100,000 people. The findings provide a fascinating glimpse into the global appetite for gambling, highlighting regional trends and cultural influences that have contributed to their heightened interest.
The countries with the most interest in gambling
The Netherlands takes the top spot, with an average of 864.89 monthly searches per 100,000 people. Dutch citizens exhibit the highest relative interest in gambling out of any country in the world. This heightened interest is likely due to The Netherlands’ liberal approach to gambling regulation and the popularity of online casinos.
The term “Online casino” was the most searched term in The Netherlands, with an average monthly search volume of 75,000, followed by “Casino games” and “Online gambling”, both with 21,000 monthly searches.
Malta ranks second, with an average of 384.65 monthly searches per 100,000 residents. Despite Malta’s small population of just over half a million, Maltese residents’ interest in gambling reflects the country’s status as a hub for the online gaming industry, hosting many gambling operators and licensing authorities due to its favourable tax laws.
Search data shows a relatively even distribution of interest across different game types, with “Poker,” “Roulette,” and “Blackjack” each averaging a monthly total of 250-300 searches.
Sweden places third, with an average of 384.12 monthly searches per 100,000 people. Sweden’s regulated online gambling market and cultural acceptance contribute to residents’ high interest in gambling.
“Online casino” has the highest average monthly search volume in Sweden at 11,000, while the 3,700 average monthly searches for “Free spins” suggests a specific interest in online casino promotions.
Ranking fourth is Poland, with an average of 376.49 monthly searches per 100,000 people. Poland’s gambling laws have become more accommodating in recent years, which has contributed to a heightened interest in online betting and casino platforms.
With 40,000 average monthly searches, “Blackjack” is by far the most popular casino game in Poland, ranking significantly higher than “Poker” and “Roulette” with 16,000 and 15,000 searches, respectively.
Denmark places fifth, with 366.17 average monthly searches per 100,000 residents. Denmark’s heightened interest in gambling is reflected in the country’s well-regulated gaming market that ensures safe and accessible gambling options for its residents.
“Poker” is the most searched term in Denmark with 4,900 average monthly searches, ranking higher than the leading term across all countries, “Online casino”, with just 3,500.
Ranking sixth is Iceland, with an average of 361.24 monthly searches per 100,000 residents. Iceland’s relatively high interest gambling is likely due to limited access to local establishments, pushing people toward online casinos.
“Blackjack” is the most popular search term in Iceland, with an average monthly search volume of 350.
In seventh place is Singapore, with 345.13 average monthly searches per 100,000 people. The largest country in the top 10 in terms of residents, with a population of 5.8 million, Singapore’s affinity with gambling can be attributed to the popularity of integrated resorts such as Marina Bay Sands.
Unlike most countries, “Baccarat” is the top search term among citizens of Singapore, with an average monthly search volume of 4,600. Norway ranks eighth, with 336.46 average monthly searches per 100,000 people. Norway has a strict state-controlled monopoly on the gambling industry, with only two legal operators, Norsk Tipping and Norsk Rikstoto. The restrictive nature of the gambling industry pushes Norwegians to seek out more diverse experiences, despite the government’s best efforts to block these sites.
“Poker” is the casino game that Norwegians are most interested in, with an average monthly search volume of 7,500.
Ranking ninth is New Zealand, with 310.66 searches per 100,000 people. Widespread cultural acceptance, along with the country’s rich sporting heritage popularity and of sports betting activity, drives gambling interest in New Zealand.
“Blackjack” with 3,100 average monthly searches, and “Roulette” with 1,800, both rank above “Poker”, with just 1,600, as the casino games residents are most interested in.
Rounding out the top 10 is Lithuania, with 300.62 average monthly searches per 100,000 residents. Lithuania only recently fully regulated its online gambling market, with key changes occurring on July 1 2022, when it became possible to obtain a dedicated online gambling license without needing to have land-based venues. These changes have likely contributed to the surge in interest surrounding the industry.
“Poker” is the most popular search term with an average monthly search volume of 2,000, followed by “Free spins” with 1,300, as residents look toward online casinos to secure the best promotions.
Amanda Wilson, CMO of Casino Deps commented on the study, “This analysis sheds light on how cultural attitudes, population size, and regulatory environments shape gambling interest across the globe.
“Countries like the Netherlands and Malta, with supportive gambling industries, naturally rank high, while nations with restrictions, such as Norway and Iceland, exhibit high relative interest due to seeking out alternatives outside their respective economies.”
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