Assessments for 2011

The key external factors affecting Svenska Spel’s development potential during 2011 are considered to be:

• General economic conditions, for which the National Economic Institute of Economic Research’s December 2010 forecast indicates a recovery due primarily to an expansive economic policy. Despite strong growth, the Institute expects continuing high unemployment, although the forecast points to an increase in household income and consumption during 2011.
• The competitive situation is expected to become stiffer with new actors and new constellations.
• The owner’s attitude towards Svenska Spel and gaming licenses is also decisive for the Company’s ability to meet competition.
• Growth among the player base is uncertain and, in an effort to assure revenue, major investments must be made in Svenska Spel’s product brands. Gaming via mobile phone and customer dialogue via social media will become increasingly significant.
• Responsible gaming is another significant factor underlying the development of Svenska Spel’s brand.
• Nationwide access is one of Svenska Spel’s major assets. Relations with retailers and business partners must be nurtured and developed.