Svenska SpelSvenska Spel

Stakeholders' expectations of Svenska Spel

The dialogue with Svenska Spel’s stakeholders is important to develop long-term, sustainable operations. Svenska Spel endeavours to maintain good relations with its stakeholders and values their viewpoints.

Svenska Spel’s prioritised stakeholder groups are those who are deemed to have the most influence over and greatest interest in ­Svenska Spel’s operations and sustainability efforts. These are customers, owners, stakeholder organisations and employees. The table on page 19 illustrates the issues stakeholders have prioritised in the ongoing dialogue with Svenska Spel in 2014 and how Svenska Spel has addressed them.

Stakeholders prioritise responsible gaming

Svenska Spel performs regular analysis of stakeholders’ views on the Company’s responsibility. The analysis forms the basis for the Company’s business development, activity prioritisation, ongoing dialogue with stakeholders and the design of its sustainability efforts.

The findings of the 2014 survey were unequivocal. All ­stakeholder groups considered responsible gaming the most impor­tant area within the framework of Svenska Spel’s sustain­ability efforts. Responsible gaming is clearly commu­nicated and many new responsible gaming measures are well known. Obligatory game registration and the removal of bonuses and discounts are both measures that many stakeholders have requested. The overriding opinion is that Svenska Spel is on the right track, but scope exists for improvement.

Anti-corruption and business ethics are other ­prioritised areas. Both are strongly linked to gaming operations and prerequisites for long-term sustainable business.

Most stakeholders view areas, such as the environment, working conditions and human rights as hygiene factors and have given them lower priority. Diversity and gender equality issues are rated slightly higher by stakeholders.

According to stakeholders, as a state-owned company, higher requirements apply, generally, for Svenska Spel’s responsibility initiatives.

Of those interviewed, many agreed that it will be ­im­portant for responsible gaming efforts to produce ­well-­constructed games and responsible gaming measures that are scientifically based and proven through research. Such research should focus on preventing gaming problems by identifying the underlying factors why ­customers make the transition from players at risk to ­addiction.  


In the 2014 survey, 63 in-depth interviews were conducted with ­relevant stakeholders on the following areas: the gaming ­market/social responsibility, responsible gaming, business ethics, the environment, working conditions, diversity and ­gender equality, anti-corruption, and governance and implementation. The diagram on the left shows the stakeholder groups who ­participated in the survey. Information from ­existing surveys was used for ­customers and the general public.


Stakeholders Examples of stakeholders’ expectations 2014   Examples of dialogues/activities in 2014
  • Combination of gaming enjoyment – responsible gaming
  • Attractive products and services
  • Possibility of limiting gaming
  • Transparency
  • Support for sports and for gambling addiction
  • Expanded customer dialogue in social media
  • Customer support and complaint management
  • Obligatory game registration (excluding paper lottery tickets and games at Casino Cosmopol)
  • Launch of new mobile-phone apps
  • SEK 50 million to sports through Grass Roots
  • Launches of Trissammans, MiniTriss and SkrapMatcha
  • Role model in the industry
  • Balance between attractive products and responsibility
  • Meets the Swedish National Audit Office’s requirements from 2012
  • Coordinating body for preventing match fixing
  • Follow-up system for responsible gaming measures
  • Marketing based on social impact
  • Driving force in the Ethical Council of the Gaming Industry (SPER)
  • Met the Swedish National Audit Office’s requirements from 2012
  • Dialogue with the Ministry of Finance and the Ministry of Health and Social Affairs
  • Partnership with the Swedish Sports Confederation against match fixing
  • Marketing guidelines
  • Internal ethical council to coordinate the Company’s marketing communication
  • Independent measurement of the effects of responsible gaming
Stakeholder organisations
  • Research and evaluation of the effects of responsible gaming measures
  • Communication regarding responsible gaming and gaming problems
  • Information to sports clubs about match fixing
  • Participation in gambling addiction associations’ support groups
  • Ongoing dialogues with gambling addiction associations and treatment centres
  • Research Council and Research Day
  • Training of business partners and retailers in responsible gaming
  • Obligatory game registration (excluding paper lottery tickets and games at Casino Cosmopol)
  • Increased collaboration with the Swedish Football Association to counter match fixing
  • Skills development
  • Work environment and health
  • Communication and training
  • Internal training/courses
  • Internal talent programme
  • Development and salary dialogues
  • Annual employee survey
  • Union coordination
  • Developed intranet

What do the stakeholders think?

The dialogue with stakeholders is important to Svenska Spel in terms of the development of the Company’s operations and responsibility. This year, some of Svenska Spel’s stakeholders were given the opportunity to present their expectations and their assessment of the Company’s ­performance.

Kim Grahn, Chairman of the Swedish National Association for Gambling Addicts 

Johan Carlson, Director General of the Public Health Agency of Sweden

Jan Borg, customer 

Stefan Borg, Chairman of Svenska Spel’s Research Council 

Aziz Jakobson, District Manager, Svenska Spel and Lars Rimeslotten, Vegas partner

Maria Johansson, Retailer Training Manager, Svenska Spel 

Anders Eriksson, Söderhamns UIF