Annual Report 2017

Gaming shall be enjoyed by all!

Highlights 2017

Review of 2017


  • New Bolagsspel – allows customers to play as a team.
  • Night opening hours at Oddset – offers a broader range of games with live coverage of the US leagues, for example.
  • New poker platform – enables both tournaments and cash tables on mobile devices.
  • A partnership was agreed with the Swedish Sports Confederation with a primary focus on exercise and physical activity for children and young people. The three-year agreement is valued at over SEK 150 million.


  • Vikinglotto – enhanced winnings schedule with a higher jackpot and a new appearance is being offered through retailers and online.
  • First craps table in the Nordic region – a new social game at Casino Cosmopol.
  • Swish and Masterpass – new deposit methods to the ­customers’ gaming accounts.
  • International recognition for the Sports Swedish for Immigrants book – gold in the Multicultural Marketing category at the world’s largest PR competition, The Sabre Awards.


  • Online net gaming revenue increased by approximately 21%, of which mobile phones increased by approximately 50% compared with the same quarter last year.
  • Launch of BankID for more secure and easier customer login.


  • Launch of Miljonregnet with even greater chance of becoming a Lotto millionaire.
  • Launch of Oddset Challenge, a completely new pool game in sports.

Download the full annual report:

Svenska Spel Annual Report 2017

CEO’s and Chairman’s commentary

New gaming experiences strengthen our position

2017 was a good year for Svenska Spel, for everyone who enjoys gaming and who wants it to take place responsibly. During the year, we celebrated 20 years as Svenska Spel and the future looks brighter and more exciting than ever before.

We will continue to be market leading

We are probably facing the biggest change in the gaming market in modern times and the Board has an important role to plan in change management.

The Swedish gaming market

Pending a re-regulated gaming market

The Swedish gaming market is made up of regulated gaming companies and, in Sweden unregulated offshore gaming companies. There is also an illegal market. A new licensed market is expected to take effect as of 1 January 2019.

Said about Svenska Spel

Stakeholder dialogue

Svenska Spel’s strategies aim to ensure long-term sustainable development for the Company, the Swedish gaming market, the customers and society in general. The dialogue with stakeholders is an important aspect in the development of sustainable operations.

Read more about our stakeholder dialogue in the Annual Report.

Svenska Spel Annual Report 2017
“Everyone plays an equally important role”

Sustainability expert Parul Sharma shares her view of how Sweden and Svenska Spel can contribute to realising the goals.

“I hope the companies honour their duty to show consideration”

Henrik Armus is Chairman of the Swedish National Association for Gambling Addicts. As chairman with a personal history of gambling addiction, he can personally relate to many of the difficulties that the members face.

“Running makes me more effective”

A high pace and exciting challenges in the gaming industry prompted Hanna Radtke Bergström to apply for a job at Svenska Spel.

“Many good forces have joined together”

Football holds a special place in the heart of Anders Wikström, Svensk Elitfotboll’s antimatch fixing coordinator since 2016.

Gaming enjoyment and Responsibility

Svenska Spel’s overriding strategy and compass is to continue to grow and retain a leading market position through “Gaming enjoyment based on responsibility”. We create value for customers, employees and owners.


The best and safest gaming experience 

We are convinced that the best gaming experience is entertaining and exciting, yet safe and secure.


Committed employees

We know that employee commitment is a key factor for success. We want to be perceived as a modern, attractive employer that has proud, committed employees who work for the Swedish people’s own gaming company.


Value for owner and society

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

Our stakeholders feel that responsible gaming is the most important area within the framework for our sustainability efforts. Business ethics and anti-corruption are another two prioritised areas. Both are strongly linked to gaming operations and prerequisites for long-term healthy and sustainable business

Svenska Spel’s 2017 CSR report is presented as an integrated part of the Annual Report. The report has been prepared in accordance with the GRI Standards: Core option.

Svenska Spel Annual Report 2017

About Svenska Spel

Vision – Gaming shall be enjoyed by all!

Svenska Spel is the biggest, best-known and most popular gaming company in Sweden. Customers interface with our products and services where they like in digital and physical environments. Regardless of where the customers play, we want them to have an exciting and safe gaming experience.

Svenska Spel Annual Report 2017
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