- Directors' Report
- CEO's commentary
- Four questions for the Chairman
- This is Svenska Spel
- The Swedish gaming market
- Svenska Spel's operations and structure
- Strategic orientation and objectives
- Objectives and target fulfilment
- Risks and risk management
- Brand management
- Svenska Spel's games
- Group financial results and position
- Svenska Spel's business areas
- Corporate Governance Report
- Board of Directors
- Executive management
- Report on internal control in conjunction with financial reporting
- Proposed distribution of profits
- Events after balance sheet date
A majority favour Svenska Spel
In contrast to the gaming market in general, the number of players at svenskaspel.se has increased, while the average stake has declined. This is a positive trend since the task of svenskaspel.se is to channel players from foreign gaming sites to its own safer and more responsible gaming environment.
Despite the expansion of the gaming market, Svenska Spel’s gaming surveys and the 2009 survey by the Swedish National Institute of Public Health indicate that the proportion of players with gambling problems has remained unchanged during the past ten years, at about 1–2 %. The Swedish National Institute of Public Health’s survey indicates an increase in problem gambling among men in the 18–24 age group, while it has declined among other groups.
Svenska Spel’s annual survey reflects players’ attitudes and behaviour. From 25 February to 6 May 2010, a major postal poll was conducted using randomly selected Swedes in the 16–75 age group. The effective response frequency was very high, with responses from 5,072 questionnaires, making it a representative selection of the Swedish adult population. Among other results, the survey indicates that:
- 84 % (84) of the adult population participate in gaming. 73 % (74) are customers of Svenska Spel. The gender distribution is broadly similar, with men generally playing more often and for larger stakes than women.
- Players’ attitudes to the regulation of the Swedish gaming market remain overwhelmingly positive, with 86 % (86) feeling that it is completely or partly good.
- The most common driving forces behind gaming are the chance of making large winnings and the excitement.
- Triss, Lotto and Stryktipset remain the most popular games in terms of image. Casinos, Internet gaming and Vegas have the most negative image.
"Dream Winnings" SEK 214 million – a Swedish record
For most people gaming is a pleasure, offering a little extra excitement and some everyday entertainment. Moreover, gaming is frequently an activity shared with others, in the mutual hope that a small stake will provide a multiple payback. 70 % of the respondents in the latest survey stated that the chance of major winnings was the key driving force behind their gaming. Each week sees positive media coverage about Svenska Spel – frequently involving those who have fulfilled their dreams, namely, the big winners.
During 2010, Svenska Spel (excluding Casino Cosmopol) paid out total winnings of SEK 12,126,820,465 (12,269,924,391). Of this amount, 347 winnings (330) amounted to SEK 1 million or more.
The highest winnings of the year were paid in March when a winner in southern Sweden scooped the "Dream Winnings" prize (seven correct numbers on Lotto and at least two correct Joker numbers on the same ticket) and won SEK 214,595,981. This was a record for Svenska Spel and an all-time high for Swedish gaming. Subsequently, an additional six players won "Dream Winnings," becoming multi-millionaires in the process. A total of SEK 734,013,813 was paid out among the seven "Dream Winnings" tickets over the course of 2010.
Since 16 August 2010, a lone winner with all 13 matches correct on the Stryktipset football coupon is guaranteed SEK 10 million. Shortly after the rule change, two football enthusiasts secured the guaranteed winnings.
Target fulfilment: Customers
The percentage positive to the Svenska Spel brand:
The target is 60 % of the adult population; the result was 64 % (62).
