Annual Report 2011

2011 in brief

New President and new Chairman

At the AGM in April 2011, Anitra Steen was elected as Chairman of Svenska Spel. On 12 September, Lennart Käll took up his position of President and CEO.
Read the CEO’s Commentary
Read the interview with the Chairman

Debate gathers intensity

The debate on the re-regulation of the Swedish gaming market intensified during the year.
Read about the Swedish gaming market

Continuing work for long-term sustainability

Efforts to integrate responsibility and sustainability issues throughout operations continued in 2011.
Corporate Social Responsibility Report for 2011

Mobile trends

The mobile web m.svenskaspel.se, offering gaming on the Oddset Live and Mixen games, was extended with the opportunity for customers to open an account, transfer money and play Lotto. The Svenska Spel Målservice (scores service) application was also developed for Android, whose customers ranked it as the "best free app".
Read more about the games

Cooperation with "Foppa"

The renowned Swedish ice-hockey player, Peter "Foppa" Forsberg signed a cooperation agreement with Svenska Spel. His role is to strengthen Svenska Spel’s commitment to Swedisk sports.
Read more about Svenska Spel’s brand programmes and sponsorship

Key data, Svenska Spel

Group, SEK million	2011	2010
Gross gaming revenue	22,284	21,751
Net gaming revenue, total	9,687	9,624
Net sales from gaming operations, etc.	7,919	7,885
Operating profit	4,940	4,795
Operating margin, %	21.9	21.8
Income for the year	5,007	4,766
Average number of employees	1,774	1,764

Noteworthy marketing

TV commercials for Triss were awarded two Silver Lions at the Cannes Lions International Advertising Festival. A commercial for Lotto was nominated for the Swedish Guldägget (Golden Egg) award in 2011.
Read more about branding programmes

High profile anniversaries

Triss and Oddset celebrated their 25th anniversary and remain among Sweden’s largest and most popular games. The largest contributors to net gaming revenues was the Vegas game, which celebrated its 15th year. Casino Cosmopol marked its tenth birthday at the Sundsvall Casino, the very first casino in Sweden.
Read more about the games

The Swedish gaming market *

* Refers to the total known market in Sweden. Source: Preliminary statistics from the Swedish Gaming Board and Svenska Spel’s estimates of the net gaming revenue of foreign Internet companies. These sources estimate the size of the total
Swedish net gaming market to have been approximately SEK 19,500 million (18,600). 2010 figures in parentheses.

Financial Calendar 2012

Annual General Meeting, 24 April

Svenska Spel’s AGM will be held on Tuesday, 24 April in Visby, Gotland.

Interim reports 2012

January–March	24 April 2012
January–June	23 July 2012
January–September	24 October 2012
Year-end report,
January–December	February 2013

SEK 5,007 million for the Swedish Treasury

Svenska Spel’s surplus of SEK 5,007 million (4,766) is paid to the State, representing an increase of 5.0% compared with 2010, and the third best result ever.

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