A new academic study has uncovered a significant connection between materialistic values and gambling behaviour in Finland. The research, which surveyed over 2,000 participants across different age groups, found that individuals who place high importance on wealth, possessions, and social status are more likely to engage in regular gambling activities.
The findings come at a time when Finland is undergoing substantial changes to its gambling framework, moving away from a state monopoly towards a competitive licensing model. With gambling becoming more accessible and increasingly targeted through digital channels, the study raises important questions about how personal values may influence financial risk-taking and susceptibility to gambling harm.
Materialism as a Predictor of Gambling Frequency
The researchers highlighted that materialistic individuals tend to view gambling as a viable means of attaining wealth and status. Unlike recreational gamblers who play for entertainment or social engagement, materialistic players are more likely to gamble compulsively, chase losses, and view wins as validation of personal success.
According to the study, this group also shows higher levels of cognitive distortions, believing, for example, that skill or luck can influence outcomes in games of chance. Such illusions can foster the perception that gambling offers a realistic path to economic advancement, reinforcing habitual betting and greater financial risk.
This trend aligns with broader shifts in gambling culture, particularly the rise of international platforms offering minimal restrictions. In Australia, for instance, many players are opting for Australian betting sites not on BetStop, reflecting a desire to bypass national self-exclusion schemes. The same risk-taking mindset may also appeal to Finnish materialists looking for platforms that provide high stakes or fewer limitations.
Cultural Values, Identity, and Economic Pressure
Finland, often lauded for its social safety nets and egalitarian values, has seen increasing exposure to consumerist ideals, especially through social media and influencer culture. For some Finns, particularly the youth, success is becoming synonymous with visible wealth and lifestyle, rather than traditional indicators like education or community standing.
This internalisation of materialistic goals may be further amplified by economic uncertainty, rising living costs, and limited job prospects. The combination of financial stress and aspirational pressure creates a fertile ground for gambling to appear not just as a leisure activity, but as a perceived solution to economic hardship.
The study also noted a gendered dimension, with men more likely to link materialism to gambling motivation, whereas women were more influenced by social and emotional triggers. However, the underlying values around money and status remained strong predictors of problematic gambling behaviour in both groups.
ALSO READ: Licensed and Themed Slot Games Gain Popularity Among Finnish Casino Players in 2025
Reforming Gambling Policy in a Shifting Moral Landscape
The Finnish government is currently in the process of dismantling Veikkaus’s monopoly, aiming to introduce a new licensing system by 2026. As authorities weigh the balance between market liberalisation and harm prevention, studies like this shed light on deeper psychological and cultural factors that must be addressed in any future regulatory framework.
Beyond economic policies, Finland is also seeing shifts in its social values. A recent call by Finnish bishops for churches to open their doors to same-sex couples signals a broader societal movement towards inclusion and reevaluation of traditional norms. In much the same way, discussions around gambling reform are forcing the country to confront the complex interplay between personal freedom, moral responsibility, and public health.
Implications for Education and Prevention
The study recommends that gambling prevention strategies incorporate discussions around materialism, social comparison, and identity, especially among young people. Simply warning about the risks of gambling may not suffice if individuals are driven by deeper values tied to success and self-worth.
Moreover, greater collaboration between mental health professionals, educators, and policymakers could help develop more nuanced interventions that address not just gambling itself, but the psychological conditions that make it appealing.
As Finland navigates its gambling reform and continues to adapt to global cultural currents, understanding the role of materialism in shaping gambling habits may be key to fostering a healthier, more responsible gambling environment for all citizens.