A recent government-backed survey has revealed a significant shift in the preferences of online casino players in Ukraine, showcasing a clear inclination towards licensed operators. Conducted by the SOCIOINFORM Sociological Centre from May 19 to June 26, 2026, the survey was commissioned by Ukraine’s Ministry of Digital Transformation and involved 2,676 online casino users, employing a Computer-Assisted Web Interview method.
The findings, released on Wednesday, highlighted that 86% of respondents expressed a preference for licensed online casinos, with 78% stating they would not consider switching to unlicensed, illegal platforms. However, the survey also noted that informal gambling remains prevalent, as one in five participants reported knowing friends who gamble on unlicensed sites. The most cited reasons for opting for illegal platforms included quick registration without identity checks (33%), a desire for anonymity (17%), and the lack of restrictions or limits (16%).
Demographically, the online casino audience was characterized as middle-income and well-educated. The report indicated that 42% had reached higher education, while 38% had secondary specialized education. Participants predominantly reported middle-range income, with 31% earning between 11,000 and 30,000 hryvnias monthly and 25% falling within the 31,000 to 50,000 hryvnias bracket.
Gambling experience among participants was considerable, with many having begun prior to the liberalization of Ukraine's gambling market. The gender distribution showed that male players dominated the sample at 73%, with 20% of men reporting over ten years of gambling experience, compared to only 5% of women, who comprised 27% of the respondents.
Motivations for gambling varied, with 40% engaging out of curiosity and excitement. Distraction from daily life was a reason for 21% of players, while promotions drew in 20%. Additionally, 17% indicated they gamble to win money, and 14% said social encouragement motivated them. Most participants reported their gambling as controlled and recreational, but 35% confessed that it could sometimes become uncontrollable, with 6% indicating this occurs frequently. Notably, around 25% admitted to occasionally chasing losses, and a similar percentage confessed to spending more than they intended, with about 9% acknowledging gambling caused serious financial or personal issues.
These results marked a shift from findings from PlayCity’s earlier study, which identified monetary gain as the primary motivation for 70% of respondents. The earlier survey included 3,164 adults, featuring key demographics such as 415 young people and 404 military personnel.
The study's outcomes are shaping government policy initiatives, including a strategy targeting gambling addiction, planned through 2035. This strategy focuses on prevention, responsible gambling practices, early risk detection, behavioral monitoring, and support services.
Despite the beneficial focus on responsible gaming, significant gaps in awareness were identified; 64% of respondents knew such tools existed, yet fewer were aware of specific options. Approximately two-thirds recognized self-control features, while only 40% knew about setting time and spending limits. Alarmingly, just 13% were aware they could access their gaming statistics, 11% knew the legal gambling age, and only 10% understood the national Register of Persons with Restricted Access to Gambling. This contrasts with PlayCity’s earlier survey, which reported that 60% were informed about setting time and financial limits.
Trust levels regarding public institutions regulating gambling ranged cautiously. Slightly over half of the respondents (53%) felt the sector was adequately regulated, while 44% expressed trust in the Ministry of Digital Transformation and PlayCity. Among them, only 22% were well-informed about their roles.
PlayCity has recently concluded its first year as Ukraine’s gambling regulator, having issued 250 licenses and announced initiatives aimed at tackling illegal gambling. The regulator has established direct communication channels with the social platform Kick to expedite the removal of content related to unlicensed gambling, as operators increasingly use social media to engage Ukrainian audiences.
