Svenska SpelSvenska Spel

Svenska Spel's strategic target areas


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

Rewarding customer interaction

Svenska Spel should be customers’ first choice. Customers are offered a complete experience, whereby gaming enjoyment builds on an attractive customer offering and taking substantial responsibility. Svenska Spel actively combats money laundering, fraud and other gaming-related corruption. The offering should strengthen Svenska Spel’s competitiveness through an enhanced image, customer satisfaction index, responsibility and market shares. Gaming should feel safe and secure with Svenska Spel.

Read more here.

Optimal responsibility

Svenska Spel’s responsible gaming efforts should set the gaming market standard. The Company should serve as a role model and contribute to driving development toward a healthy gaming market. Responsible gaming measures should have a real impact on gaming problems in Svenska Spel’s operations and among the general public. Responsible gaming efforts should bolster Svenska Spel’s long-term competitiveness through positively impacting the experience, image and CSI, and convey the image of Svenska Spel as a responsible company.

Read more here.

Motivated employees

Svenska Spel’s long-term goal is to be an attractive employer where employees and managers develop, enjoy their work and, together, take substantial responsibility for developing operations.

Operations are target-driven and all employees have clear individual targets. Svenska Spel endeavours to maintain an even gender balance and managers are tasked with increasing the proportion of employees with foreign backgrounds.

Read more here.

Sound professionalism

Svenska Spel applies a target-driven approach throughout the organisation and has a process-oriented outlook that promotes more efficient operations with clearer roles and responsibilities. Svenska Spel promotes good relations with its business partners. Over the course of an economic cycle, the operating margin must be at least 22%. Investments in responsibility measures assessed as positively impacting customer protection and reducing levels of gambling addiction are prioritised over profit.

Read more here.