Significant events in 2010

• An age limit of 18 for the purchase and payout of winnings from lottery tickets was introduced in stores.
• The results from test purchases indicated that more than 86 % (80) of retailers comply with Svenska Spel’s rules regarding identification checks.
• Gaming at sports arenas was developed, thereby strengthening Svenska Spel’s links to Swedish sport.
• Introduction of a higher payback for the Stryktipset and Europatipset football pools.
• The Oddset offering was broadened.
• Promotion of the "Dream Winnings" concept (Lotto and Joker).
• Launch of mobile phone services.
• William Thorson was featured as Svenska Spel’s "poker face" to the market.
• The Keno draws switched TV channel from TV4 to TV3.
• Sponsorship of the "Vår Ruset" jogging event.

Priorities for 2011

• Develop additional services for mobile phones.
• Improve procedures for the pay-out of winnings in stores to increase customer security.
• Improve our communication of the gaming pleasure that is built into Svenska Spel’s products.
• Stimulate greater use of the Spelkort customer card.
• Focus more on sports arena sales, associations and other cooperative ventures with sport.