Revenue optimisation and cost-effective operations

Revenue should be optimised but not maximised, which means that planned growth will be analysed and assessed vis-à-vis our sense of responsibility. Operations are to be marked by high cost-effectiveness, meaning the activities should attain targets at the minimum cost. Continuous operational and process development are key factors in ensuring that the desired quality and efficiency are achieved.

Creating international cooperation among various gaming companies is a strong trend. Over a protracted period, Svenska Spel has participated in Viking Lotto, which is a cooperative venture between Sweden, Norway, Denmark, Iceland and Estonia. The Stryktipset pool currently includes Icelandic players.

In a bid to maintain profitable operations, Svenska Spel is focusing on

• distinct direction
• explicit monitoring
• process enhancement
• increased cooperation – both internally and externally
• clear roles and responsibility
• prioritisation and focus