The Nordic iGaming ESG approach is out in front. The region has long had strong environmental rules, open governance, and a public that expects accountability. In gambling, that mindset shows up in how licences are structured, with a focus on safer play and sustainability from the start.
Sweden, Denmark, Norway, and Finland each run markets shaped by either state monopolies or tight licensing. That structure pushes operators to focus on responsibility as much as revenue. The Swedish Gambling Authority, for example, enforces firm rules on safer gambling, while Norway’s Lotteri- og Stiftelsestilsynet restricts advertising and sets clear duty-of-care obligations¹.
As a result, Nordic operators are already ahead on transparent reporting, greener hosting, social responsibility programmes, and measurable ESG performance. For regulators and investors elsewhere, the region is often held up as proof that gambling can grow while maintaining trust.
The Nordics didn’t wait for ESG to be imposed. They built their own Nordic iGaming ESG Model into their gambling DNA.
Nordic iGaming ESG in Action: Case Studies
Operators in the region are proving how ESG works in day-to-day practice, creating standards that others are beginning to copy.
Kindred Group (Sweden):
Kindred is one of the first operators to tie financial goals to player protection. The group has a public target to earn zero revenue from harmful gambling. This programm is called “Journey Towards Zero” and it’s a great example of how ESG reporting is done. All data is measurable and updated each year, with both successes and setbacks reported as well². Kindred’s approach has made it one of the best examples of stringent ESG accountability in gaming.
Svenska Spel (Sweden):
Svenska Spel is a state-owned operator,and is so such under constant public and political scrutiny. That means that Svenska Spel is permanently in the spotlight and this exposure has pushed it to set very high standards. The company invests heavily in grassroots sport, discloses sustainability data in detail, and builds early-warning tools to help players manage spending³. By tying ESG outcomes directly to social benefit, Svenska Spel has built player trust and strengthened its licence to operate in the eyes of the public.
Betsson Group (Sweden/Malta):
Betsson demonstrates how Nordic ESG standards can carry across markets, even outside the region. Operating in multiple jurisdictions, it applies consistent governance rules. AI is used to cut server energy use, while its governance framework strengthens anti-money laundering, anti-bribery measures, and board diversity⁴. These steps cut risk, improve efficiency, and highlights that the Betsson group is (very) serious about long-term responsible growth.
LeoVegas (Sweden):
LeoVegas built its brand around mobile-first gaming but has also invested heavily in safer gambling tech. Its self-exclusion and affordability tools are now copied across the sector. LeoVegas strong player protection measures show how smaller operators can stand out through ESG.
Beyond Sweden: Paf’s ESG Commitment
Paf was founded in 1966 on the Åland Islands and is owned by the regional government. It operates both online and ship-based gaming, and reinvests all profits back into the community. In Sweden, Paf stands out for its strict player protection, as it sets yearly loss limits that can’t be raised by players: 16,000€ for adults over 25, with lower limits for younger groups). Its in-house system Paf Radar tracks play behaviour to flag risks and pauses marketing to anyone showing signs of harm. By linking compliance with real limits and social benefit, Paf has built one of the most trusted ESG profiles in the market.
Put together, these cases show that Nordic iGaming ESG goes beyond marketing. It runs through strategy, operations, and culture.
📝 Learning from leaders is one thing, but knowing where your own organisation stands is another. The iESG Assessment is a structured questionnaire tailored specifically for iGaming businesses. It helps identify strengths, assess blind spots across environment, social, and governance practices. The results provide a clear score and roadmap, giving operators a baseline for improvement.
What Global Operators Can Learn from Nordic iGaming ESG
These partnerships aren’t “nice extras.” They can protect and grow revenue in measurable ways.
- Make ESG part of regulation, not just policy
Nordic regulators require transparency and safer gambling as part of the licence to operate. - Use transparency to build trust
Annual sustainability reports are now expected in the Nordics. Sharing both progress and problems builds credibility with players and investors. - Invest in green technology early
From renewable-powered hosting to AI optimisation, Nordic operators are cutting emissions and costs at the same time⁵. - Think beyond compliance
Initiatives like Kindred’s zero-harm goal and Svenska Spel’s community investments show how ESG can drive brand loyalty. - Treat DEI as part of ESG
Nordic operators take gender balance and board diversity seriously. Investors now track these metrics as closely as carbon footprints.
💡 The iESG Membership provides operators, suppliers, and affiliates to become part of a global community with the dedicated goal of raising standards in iGaming. Members get access to shared insights, peer benchmarking, and exclusive resources that help turn ESG from a policy into a living practice.
The Nordic iGaming ESG Ripple Effect on Regulation & Investors
The Nordic iGaming ESG model is no longer just a local story. It has shaped the EU’s Corporate Sustainability Reporting Directive (CSRD), which now applies to operators across Europe⁶. The companies that are already adhering to Nordic standards adapt much easier to new regulations while those behind face expensive and stressful adjustments.
It’s not only regulators that are raising standards … investors expectations are changing too. A 2024 BDO report found that operators with strong ESG strategies can easier tap into more funding … extra bonus points come in the form of often trading at higher valuations⁷. Capital is moving toward operators that can prove they manage risk responsibly.
The workforce adds another layer. Deloitte’s 2025 Gen Z and Millennial Survey found that seven in ten young workers check a company’s sustainability record before taking a job. Around 15% have already left roles over weak environmental performance, and nearly 40% have rejected or quit jobs when company values did not align with their own⁸.
In gambling, this is more than data. Operators that ignore ESG are at risk of losing both customers and talent. Those who embrace it can gain loyalty on both fronts.
🏅 The iESG Certificate provides a clear signal of turning compliance into credibility. Built specifically for the gambling sector, it validates measurable action across governance, social impact, and environmental performance.
Conclusion: The Nordic iGaming ESG Model
The Nordic iGaming ESG model is no longer just a Scandinavian anomaly. It is a working blueprint for how gambling can combine growth with responsibility.
Operators outside the region now face a choice. They can wait until regulators and investors force action, or they can follow the Nordic path and integrate ESG into the core of their business.
The Nordics are not just ahead on ESG. They are shaping the benchmark the rest of the industry will be judged against.
Let’s explore how to bring these lessons into your ESG strategy.
FAQ – Nordic ESG in iGaming
Why is the Nordic iGaming ESG model considered as visionary?
Cultural values around sustainability, strict rules, and early adoption of ESG give them an edge … the Nordic iGaming ESG model works.
Which operators stand out on Nordic iGaming ESG initiatives?
Kindred, Svenska Spel, Betsson, and LeoVegas all have strong programmes and serve as examples of Nordic ESG in iGaming strategies.
How does ESG help platforms attract players in Scandinavia?
Transparency and safer gambling tools build trust, especially with younger players; this is an integral part of the successful Nordic iGaming ESG strategy.
What impact does ESG have on talent in iGaming?
Deloitte’s 2025 survey shows younger workers factor sustainability into their job choices.
How does Paf apply ESG principles in iGaming?
Paf shows the Nordic iGaming ESG model in action by setting strict annual loss limits, using Paf Radar to monitor player behaviour, and reinvesting profits into social good.
What lessons can global operators take from Nordic ESG in iGaming?
Be transparent, invest in green tech, and link gambling revenue to visible social outcomes, all part of the Nordic iGaming ESG strategy.
Sources:
- Norwegian Gambling Authority: “Lotteri- og stiftelsestilsynet”
https://www.lottstift.no - Kindred Group: “Sustainability Reports”
https://www.kindredgroup.com/sustainability/ - Svenska Spel: “Sustainability and Responsibility”
https://om.svenskaspel.se/hallbarhet/ - Betsson Group: “Sustainability & ESG Initiatives”
https://www.betssonab.com/sustainability/ - BDO: “ESG Strategy for Gaming (2024)”
https://www.bdo.com/insights/industries/gaming-leisure/gaming-companies-unlock-the-power-of-esg-strategy-and-investment - European Commission: “Corporate Sustainability Reporting Directive (CSRD)”
https://finance.ec.europa.eu/capital-markets-union-and-financial-markets/company-reporting-and-auditing/company-reporting/corporate-sustainability-reporting_en - BDO: “Sustainability Report (2024)”
https://www.bdo.global/en-gb/insights/esg/esg-premium-report - Deloitte: “Gen Z and Millennial Survey 2025”
https://www.deloitte.com/global/en/issues/work/genz-millennial-survey.html
