Svenska Spel

Svenska Spel's mandate guiding the operation

In conjunction with the Annual General Meeting each year, Svenska Spel’s owners give the company its mandate through its Board of Directors.

AB Svenska Spel is to:

  • meet consumers’ demands for attractive gaming operations
  • provide gaming forms that are deemed to entail risks of a social nature, within the framework for social responsibility, when this is believed to be able to curb illegal gaming in unsupervised forms
  • be a credible but also attractive alternative to, first and foremost, uncontrolled gaming operations
  • take into account social considerations, fraud risks and consumer interests in the development of gaming forms and in the business as a whole
  • endeavour to provide a broad service in both urban and rural areas
  • focus on social responsibility in its marketing to avoid being perceived as excessively intrusive.

Based on its mandate, Svenska Spel has formulated four strategic ­target areas for its operations.

Delightful customer interaction

Svenska Spel must continuously develop and be open to customers’ needs and requests. This requires a thorough and attractive ­customer offering in the right channels.

Optimal responsibility

Svenska Spel seeks to be the most responsible alternative on the market. Customers shall have a sound, mindful gaming behaviour based on ­gaming enjoyment.

Sound business-like approach

Operations shall be marked by high cost-­efficiency and valued on the basis of a commercial perspective, but not based on a revenue ­perspective alone.

Motivated employees

Svenska Spel aims to be an attractive employer with modern leadership and motivated employees – a prerequisite for a successful operation. The company’s priorities are to be made clear to its employees.