Strategies, objectives and target fulfilment

Svenska Spel’s overriding strategy is “Gaming enjoyment based on responsibility”, which is supported by three sub-strategies to contribute to realising the “Gaming shall be enjoyed by all” vision. The Company has linked objectives, activities and key indicators to each of the strategies. The objectives for the years 2016–2018 have been revised to more clearly reflect Svenska Spel’s ambitions and focus.

Svenska Spel is to offer the best and safest gaming experience, take steps to ensure that fewer of our customers develop gambling problems, and help our customers to make informed choices.

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Target fulfilment in 2015

  • Customer satisfaction index (CSI) declined to 69 (72)
  • Svenska Spel’s market share totalled about 42% (43)
  • Responsible gaming image dropped to 54% (55)
  • Partner satisfaction index (PSI) rose to 85 (82)

Target 2016–2018

  • Increased customer satisfaction
  • Retained market shares
  • Fewer of our customers with gambling ­problems
  • Fewer of our customers develop gambling problems
  • More of our customers are aware of their gaming and make choices thereafter
  • Increased satisfaction among retailers and partners

Prioritised sustainability targets

  • Svenska Spel has zero tolerance for the use of the Group’s products and services for criminal purposes, such as money laundering and match fixing
  • No reported complaints from customers or other stakeholders regarding unauthorised handling of customer data

Svenska Spel is to ensure a customer-centric, value-governed and innovative culture that focuses on constant improvement.

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Target fulfilment in 2015

  • Employee satisfaction index (ESI) rose to 94 (92)
  • Leadership index totalled 80 (80)
  • Proportion of female managers rose to 40% (38)
  • Proportion of Group employees with a foreignbackground rose to 26% (22) and in the Parent Company to 5% (5)
  • Partner satisfaction index (PSI) rose to 85 (82)

Target 2016–2018

  • Secured competence and appeal as employer
  • Increased employee commitment
  • Raised employee satisfaction

Prioritised sustainability targets

  • Proportion of Group employees with a foreign background should be at least 23% and at least 7% among Parent Company employees
  • Gender distribution among managers is to be within a range of 45–55%
  • Svenska Spel is to have a well-functioning whistle-blowing system for its employees
  • All employees comply with and are certified in the code of conduct

Other sustainability targets

  • Employee satisfaction index (ESI) is to be at least 91
  • Sick leave is to be at most 2–4%
  • At least 75% of the employees are to feel that the physical work environment is good to very good

Svenska Spel is to invest for the future to strengthen competitiveness and to be a long-term sustainable and effective ­company that generates greater value for the owner.

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Target fulfilment in 2015

  • Operating margin for 2015 rose to 22.6% (22.2)
  • Image rose to 62% (61)

Target 2016–2018

  • Cost-efficient operations, the operating margin should be at least 22%
  • Retained strong Parent brand
  • Ensured investment pace for retained market position
  • More appealing compared with other gaming companies in the market

Other sustainability targets

  • Svenska Spel is to have a systematic process for evaluating the risk of violations of human rights among its partners
  • Zero tolerance for agreements between the Group and partners who violates human rights
  • Svenska Spel’s CO2 emission level should be 10% lower than in 2013