Gaming pleasure with responsibility

Svenska Spel’s mandate

AB Svenska Spel is to arrange gaming and lotteries under licence from the government.

AB Svenska Spel is to respond to consumer interest in terms of offering a reliable alternative to illegal gaming operations.

A broad service is to be provided both in urban and rural areas.

Social considerations are to be prioritised in the development of gaming forms and in the business as a whole.

The risk of fraud and illegal gaming is also to be observed.

Security in gaming management is to be maximised.

Regulators should be able to maintain efficient and independent control.

AB Svenska Spel must adopt a prudential approach to new games and new markets.

The Company is to maintain a responsible marketing approach that reflects social commitment and prevents it being perceived as overly assertive.

The business is to be run cost-effectively within the confines of the Company’s mandate.

State-owned gaming company with a special mandate

Svenska Spel is a gaming company that sells gaming experiences on the basis of a special mandate.

Our market performance shall be perceived as positive  and trustworthy from the perspective of customers and  other stakeholders.

Consideration for people

Svenska Spel’s gaming services are to offer players the potential to control their gaming.

Svenska Spel plays a key role as a responsible and profitable actor in the Swedish market. Quarterly image surveys in 2010 show that 42 % of the adult Swedish population entirely or partially agrees that Svenska Spel assumes responsibility for mitigating gaming dependency, while 11 % do not agree; most others have a neutral opinion in the matter. This is the highest ever percentage that agrees.

Profitable social welfare input

Svenska Spel’s operations are to be pursued with high cost-effectiveness and favourable profitability. However, favourable profitability does not entail profit maximisation.

For 2010, Svenska Spel reported a profit of SEK 4,766 million, which accrued to the public treasury and thus benefits society. Svenska Spel’s social welfare input also includes many years of making major contributions to Swedish sport. As part of this cooperation, Svenska Spel is the main sponsor of the Swedish Sports Confederation (RF) and of a number of the major sports  in Sweden, such as football, handball, bandy and floor ball.

Players’ first choice

Svenska Spel’s gaming experience shall be superior to other market alternatives, which means that the Company shall develop operations in line with changes in the business environment and customer expectations, both in terms of the gaming offering and responsible gaming.

Svenska Spel is not permitted to pursue the development of gaming forms that entail a higher risk of gambling addiction problems, and must monitor the market and apply for licences for the development of games that have an established market position and attract major gaming interest.

Svenska Spel is the market leader offering a very broad range of games. Those with the most positive image are Triss, Lotto, Oddset and the Stryktipset football pools. In terms of net gaming revenue, Vegas VLTs represent the largest gaming form in Sweden.