Svenska SpelSvenska Spel

Svenska Spel's strategic target areas


Svenska Spel operates its business through four strategic target areas: Customers, Responsibility, Employees and Professionalism. Operations derive from its owner’s mandate, namely, to conduct gaming operations in a responsible manner.

Joyful customer interaction

By offering a complete experience, whereby gaming enjoyment builds on an attractive customer offering and taking substantial responsibility, customers’ first choice will be Svenska Spel. Customers feel able to play in a stable manner, safely and securely with Svenska Spel and that the company offers the market’s best gaming experiences. The customer offering should strengthen Svenska Spel’s competitiveness through an enhanced image, satisfied customer index, responsibility and market shares.

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Optimal responsibility

The company’s actions have a real impact on problem gaming and sustainability related to Svenska Spel’s operations as well as among the general public. Svenska Spel should be perceived as taking a leading position regarding responsible gaming. Responsible gaming efforts should bolster Svenska Spel’s long-term competitiveness through positively impacting the experience, image and CSI.

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Motivated employees

Employees and managers develop, flourish and take substantial responsibility for developing operations. The operations are steered by targets at all levels and the employees’ and managers’ competence and motivation are prerequisites for the company’s ­success. Svenska Spel should be perceived as an attractive employer.

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Sound professionalism

Svenska Spel optimises revenue in a responsible manner and runs operations cost-efficiently. Over the course of an economic cycle of five to seven years, the operating margin must be at least 22%. ­Investments in respon­sibility measures assessed as positively impacting customer protection are prioritised over increased profits.

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