- 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
Objectives and target fulfilment
Gaming represents a pleasure for adults, and thus Svenska Spel has an age limit for all games. The best that Svenska Spel can offer its customers is gaming pleasure – it should be fun whether you win or lose. The Company is mandated to offer games that meet customer demand for excitement, entertainment and availability –in terms of time and location. And in a safe and secure manner.
During the past five years, the known Swedish gaming market has grown at an annual rate of one or a couple of percent. During the same period, foreign gaming companies on Internet have expanded, and now hold about 10 % of the gaming market.
Growing competition and the increasingly aggressive advertising campaigns by private actors have not resulted in any increase in the overall player base or in the share of players with a gambling addiction. Svenska Spel’s surveys over the past five years indicate that the number of players has steadily contracted, while the average player age has increased. The fact that the known gaming market has nevertheless displayed financial growth during the same period is attributable to certain players spending more than in the past.
