Strategic orientation and objectives

The mandate from the Svenska Spel’s owner also defines the Company’s target areas, strategies and objectives. Svenska Spel’s operations are to be clearly characterised and governed by the established strategies.

Svenska Spel has defined four general strategic target areas:

Customers Svenska Spel aims to be the player’s first choice.

Responsibility Our sense of responsibility must always pervade everything we do and responsible gaming must be an integral part of our business operations.

Profitability Svenska Spel must pursue a revenue-optimised and cost-effective operation. Revenue optimisation entails that we always strike a balance between maximising revenue and applying the responsible gaming measures required to ensure that players maintain healthy gaming behaviour.

Employees Svenska Spel aims to be an attractive employer.