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Stakeholders' expectations of Svenska Spel

Maintaining an ongoing dialogue with Svenska Spel’s stakeholders is decisive for efforts to develop its long-term operations. Svenska Spel endeavours to maintain good relations with its stakeholders and values their viewpoints.

Svenska Spel conducts an ongoing, systematic ­dialogue with internal and external stakeholders to build a sound understanding of the expectations that apply to the company. In addition to ­dialogues and meetings, the company works ­regularly with analysis of its operating environment and other in-depth analysis of prioritised stakeholders.

Stakeholders are able to give their views of Svenska Spel and the gaming market in general as well as the company’s sustainability initiatives. Stakeholders also provide concrete suggestions about how the company can develop its sustainability efforts in a broad sense.

In stakeholder dialogues, expectations regarding care of risk groups, possibilities to limit gaming as well as responsible and temperate marketing have been highlighted as particularly important. In addition, stakeholders demand and stress the importance of Svenska Spel taking responsibility for development of the gaming market.

Rapidly developing technology in combination with the past few years’ re-regulation of the European gaming market have changed conditions for the gaming industry in parallel with more stringent requirements for social responsibility for a state-owned company like Svenska Spel.

The shift to increased digital gaming has increased players’ own influence in the gaming industry. New gaming possibilities mean that Svenska Spel needs to continuously develop and review its offering and how it is received by other stakeholder groups, not least from the perspective of safety and responsibility.

To meet the various stakeholders’ expectations, Svenska Spel has a goal of being the industry leader in terms of responsible gaming and, in parallel, being a company with a competitive offering. Implications of the latter include defending market shares in a gaming market exposed to intense competition from unregulated gaming companies.