- 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
Number games
Svenska Spel’s lucky number games are Lotto, Keno, Joker, Viking Lotto and the internet games BingoLive and Pick’n’Click. The first three can be played in retail outlets as well as on
svenskaspel.se. Viking Lotto is only available in-store, while BingoLive and Pick’n’Click are only available on svenskaspel.se. Lotto and Joker are also sold via subscription. Number games represent the largest gaming category, with net gaming revenue in 2010 amounting to SEK 2,879 million (2,888). They account for some 30 per cent 829) of Svenska Spel’s total net gaming revenue.
In terms of net gaming revenue, Lotto is Svenska Spel’s third single largest gaming form after Vegas and Triss. Gaming increased by 1.6 % in 2010, thanks to the effect of the "Dream Winnings" concept (seven correct number on Lotto plus at last two correct on the Joker on the same ticket). No fewer than seven Lotto players picked the right number of "Dream Winnings" over the course of 2010. One of them scooped the highest winnings in Swedish gaming history, SEK 214 million.
On 6 September, Lotto celebrated its 30th anniversary, which was highlighted in advertising campaigns, PR activities and a winner exhibition at the Park Hotel in Stockholm.
The supplementary game, Joker, is available on the Lotto and Stryktipset/Europatipset coupons. The highest participation rate for Joker is on the Lotto ticket and thus the trend in Joker participation largely tracks the variations in Lotto sales. In 2010, net gaming revenue for Joker increased 3.7 %.
Keno is the second largest number game. In 2010 net gaming revenue dipped 3.8 % compared with the preceding year. Keno at svenskaspel.se was revamped during the year, with the game being made clearer and easier for users through the visualisation of the selection range during the progress of the game.
The numbers game Viking Lotto is a cooperative venture between gaming companies in Sweden, Norway, Finland,
Denmark, Iceland and Estonia.
It is a minor game in Sweden with a declining trend, but is progressing better in a number of the other countries.
Svenska Spel’s own internet games on svenskaspel.se, BingoLive and Pick’n’Click reported net gaming revenue of a total of SEK 125 million (154) in 2010.
