Additional income is not always the main motivation for Ukrainians to gamble

The state agency PlayCity, together with the Ministry of Digital Transformation of Ukraine, has published the results of the second stage of a study into the impact of gambling on society. While the first stage surveyed the Ukrainian population as a whole, the second stage focused specifically on gamblers. This approach provided a more accurate picture of why people start gambling, how often they play, how much control they have over the activity, and what motivates them to gamble in the first place. The study surveyed 2,676 respondents, including men and women of different ages and socioeconomic backgrounds.

The study’s key finding challenges a widespread stereotype. When the general population was surveyed at the first stage, most Ukrainians believed that people primarily gamble to make money. In practice, the motivation of earning additional income drives only around 17% of gamblers to play. By contrast, the most common reason for starting to gamble was simple curiosity and a desire to try something new, cited by 40% of respondents. Another 21% said they started gambling to take their minds off everyday life, while 20% said they were attracted by promotional offers and bonuses. A further 14% started gambling socially, under the influence of friends or acquaintances.

Another notable finding is that gambling experience differs significantly by gender. Twenty percent of men reported having gambled for more than ten years, compared with just 5% of women. This indicates that men are significantly more likely to have a long-term history of gambling.

Fifty-nine percent of gamblers consider their gambling to be under control and view it as a regular form of leisure. At the same time, 35% admitted that they sometimes lose control over their gambling, while 6% said this happens frequently. In addition, 24% of respondents had occasionally tried to chase their losses, while 23% had spent more money on gambling than they had initially planned. For 9% of respondents, gambling had led to serious financial, family, or other life-related difficulties.

Although 64% of respondents are generally aware of responsible gambling tools, certain gaps in awareness remain. Sixty-six percent know about self-exclusion and self-control options, while 40% are aware of spending and time limits. However, only 13% know that they can review their own gambling activity and statistics, 10% are aware of the Register of Persons with Restricted Access to Gambling, and just 5% of gamblers know about facilities that provide assistance to people experiencing gambling addiction.

Although gambling existed in Ukraine before legalization, the overwhelming majority of players now consciously choose licensed platforms, at least according to their stated preferences. Eighty-six percent of respondents prefer legal online casinos, while 78% do not intend to switch to illegal operators.

At the same time, the shadow segment has not been completely eliminated: 20% of respondents know people who gamble at illegal casinos. The reasons why some people still choose illegal platforms include quick registration without identity verification (33%), anonymity (17%), and the absence of any limits or restrictions (16%). This points to a specific demand among part of the audience: simplicity and a lack of oversight, even at the cost of reduced consumer protection.

By contrast, gamblers identify state protection (51%), a lower risk of fraud and guarantees of fair payouts (44%), as well as secure payments and protection of banking data (32%) as the key advantages of the legal market. This suggests that the complexity of verification procedures remains a barrier for a certain segment of gamblers. Simplifying these procedures could help redirect a significant portion of the audience currently using illegal operators toward legal platforms.

The findings are already informing the state’s next steps, including the Strategy for Combating Gambling Addiction through 2035. The strategy provides for stronger addiction prevention measures, earlier identification of risks, and the development of a support system for gamblers.

The key takeaway from the second stage of the study is clear: people gamble primarily for entertainment, emotions, and curiosity rather than to make money. The regulator’s task is therefore not to suppress this interest, but to channel it into a safe, legal, and controlled environment.