- 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
Net gaming revenue in 2010
Accordingly, Svenska Spel is active in a market with rising competition from regulated actors, foreign Internet companies and from unspecified illegal gaming activities. Svenska Spel’s market share over the past six years in the known Swedish gaming market has declined from 58 % to 51 %, due to competition and restrictive license granting to Svenska Spel, but also to a certain extent because of the responsible gaming programmes that the Company has conducted and which have impacted adversely on gaming revenue.
The gaming market is growing in absolute terms, at the same time as the player base is shrinking. Fewer players are spending more. In 2010, net gaming revenue for the regulated gaming companies amounted to SEK 16,854 million (16,686), according to the Swedish Gaming Board’s annual survey. Adding the net gaming revenue of foreign Internet companies to the Swedish gaming market – or approximately SEK 1,900 million (about 1,800), according to Svenska Spel’s estimates – the known gaming market in Sweden in 2010 totalled some SEK 18,750 million (approx. 18,500).
Svenska Spel is the market leader with 51 % (53). ATG accounts for 20 % (20) while the NGOs raised their market share to 17 % (16), thanks to the success of PostkodLotteriet. The foreign Internet companies have a market share of some 10 % (about 10), according to Svenska Spel’s estimates.
On the Internet, Svenska Spel has a market share of 27 % (29), ATG 28 % (27), NGO games and lotteries 1 %, and foreign Internet companies have 44 % (43).