We offer a sustainable gaming experience

Svenska Spel is a gaming company that sells gaming experiences and we undertake this with a clear responsibility. In the interest of credibility, our commercial operations and social responsibility process must go hand in hand. I am proud that we have begun to integrate our business operations and social responsibility in early 2010, and we will continue the process in 2011.

By working preventatively with responsible gaming measures, we are creating conditions for long-term relationships with our customers and for a profitable operation. Sound gaming behaviour means that the players may create their own terms for handling their gaming and have a sense of control. This must be based on free will, or we risk losing the customer, perhaps to a competitor motivated solely by the maximization of earnings.

During the year, we acquired Playscan and thus obtained control of the Playscan^TM tool that helps players handle
their own playing habits. The acquisition provides us with improved possibilities to continue developing the tool’s functionalities and application in new areas of the market.
It also provides us with the means to continue our responsible gaming initiatives.

We perform a large survey annually, whereby we listen to our stakeholders and assess how they think we are attending to our responsibilities and what their expectations are for our operations. Some have expressed concern that we are developing games that may lead to increased gambling addiction.

Svenska Spel will never be at the forefront of the development of new high-risk games, although we should be a worthy alternative to competing gaming companies. Accordingly, we must monitor the market and act to secure permission
to develop games which have an established and significant interest among customers, thus contributing to more controlled gaming in Sweden and a positive social development.

Competition in the gaming market is intensifying. In order to increase our number of players, we must show that we are proud of being a company that offers gaming experiences and that we have a special mandate. We must continue to market ourselves in accordance with the existing distinct ethical guidelines. If we are not visible, we do not exist.

It should be fun to play and we are working to provide
our customers with a sustainable experience!

Visby, February 2011

President and CEO Anders Hägg