Svenska SpelSvenska Spel

Svenska Spel's mandate

Svenska Spel’s role in society

The overriding goal of Swedish gaming policy is to prevent individuals from ­becoming addicted. The goal is also to minimise the risk of fraud and illegal gaming.

Svenska Spel’s mandate is about safeguarding social protection considerations and satisfying demand for gaming in controlled forms – in other words, promoting a healthy and safe gaming market. Consideration for customers and minimising the negative effects of gaming always weigh more heavily than profits. Svenska Spel will endeavour to achieve a favourable financial performance without maximising profits. The surplus from operations is paid to the state.

The mandate

Svenska Spel must meet consumers’ demands for attractive gaming operations.

Svenska Spel must:

  • provide a wide range of games
  • offer the distribution channels in demand by the market
  • be at the forefront in terms of renewal of low risk games
  • not drive the development of new forms of gaming with medium or high risk, but can, after gaining permits, launch products that already exist on the ­gaming market if the gaming activities can be moved to a safer and healthier environment
Svenska Spel must 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 uncontrolled forms.

Svenska Spel must:

  • act to move gaming from illegal operators and unregulated foreign-­based operators to Svenska Spel with the aim of reducing problem gaming in society
  • primarily channel those games deemed to hold most risk in terms of addictiveness
  • channel players in a moderate and responsible manner with the commercial aspect of subordinate importance
Svenska Spel must be a credible but also attractive alternative to, first and foremost, uncontrolled gaming operations.

Svenska Spel must:

  • show social considerations through concrete action
  • be active at all levels in the company to counteract gambling addiction, fraud and criminality
  • offer consistent and tangible responsible gaming for all games based on the various risks of each game and the individual customer’s gaming behaviour
  • clearly communicate responsible gaming to customers and other stakeholders
  • as far as possible base its responsible gaming measures on research
Svenska Spel must take into account social considerations, fraud risks and consumer interests in the development of gaming forms and in the business as a whole.

Svenska Spel must:

  • take a leading position regarding responsible gaming
  • ensure that consumer protection pervades its entire operations
  • offer consistent and tangible responsible gaming for all games based on the ­various risks of each game and the individual customer’s gaming behaviour
  • take into consideration and prioritise integrity aspects throughout operations
Svenska Spel must endeavour to provide a broad service in both urban and rural areas.

Svenska Spel must:

  • strive to distribute its offering of gaming products and services throughout Sweden
  • ensure that there is a high degree of accessibility for the company’s gaming services within the framework of its responsible gaming programme
Svenska Spel must focus on social responsibility in its marketing to avoid being perceived as excessively intrusive.

Svenska Spel must:

  • observe particular moderation: advertising and other marketing efforts are not permitted to be intrusive or aggressive
  • adapt its marketing to the game’s risk level and be restrictive in its marketing of the riskiest games
  • ensure that consumers receive correct, easily accessible and simple information to facilitate informed choices regarding their gaming
  • market itself with the aim of channelling gaming from the unregulated market to the regulated market
  • not use marketing to increase the total gaming market


Read Svenska Spel’s Report on the company’s measures under the shareholder directive, read more.