Annual Report 2017


Value for owner and society

Svenska Spel creates value for its owner, the Swedish State, and ensures that the Company’s social mandate is performed well. This means ensuring the best possible long-term value creation in the Company. Operations will be conducted in a manner that is conducive to long-term sustainable development in social, economic and environmental terms.

Svenska Spel is a strong, well-known brand. The brand is built on an extensive product portfolio, unique responsibility initiatives and broad digital and physical presence with more than 3.5 million customer relationships. The public’s trust in Svenska Spel, our brands and our responsibility are decisive since the competitors offer similar products and services.

Profitable growth

Svenska Spel focuses on profitable growth with a focus on customer protection. We have a leading position in responsible gaming and we are convinced that it is possible to conduct gaming operations in a healthy and safe manner. Despite challenging competition, we aim to grow and maintain or strengthen our current position.

A gaming market on equal terms

The new re-regulated gaming market is expected to take effect as of 1 January 2019. Opportunities and challenges alike await when a licensed market replaces the, on paper, State monopoly. The greatest advantage is that all companies will operate under the same conditions. It will be a challenge for Svenska Spel to retain market shares as the market continues to grow during a transition period. To meet customer demand, the Company has applied for a permit for new game forms such as, online casino, e-sport and fantasy sport, and for higher payout percentage levels. Pending new gaming regulations, we are getting ready to launch and re-adjust the Company to the new conditions.

Community involvement

Svenska Spel’s contribution to society is primarily our responsible gaming effort, initiatives in gender equality and diversity, and a great commitment to Swedish sports. Our commitment to sports helps to strengthen Svenska Spel’s brand but also has a positive impact on society in the form of public health, integration and diversity

Guidelines for sponsorship recipients

Svenska Spel is emphatically against any violation of human rights and is devoted to developing the Company’s approach and collaboration in sports linked to human rights issues. Svenska Spel is Sweden’s largest sports sponsor and invests some SEK 300 million in various sponsorship initiatives. The Company’s sponsorship guidelines include all sponsorship agreements together with the code of conduct for suppliers. It requires that sponsorship recipients comply with international guidelines, are aware of crimes against human rights and work actively for greater diversity and gender equality.

Broad climate efforts

Svenska Spel has a relatively low environmental impact and low risks related to this area. We have long worked to reduce our climate impact and we have made substantial environmental savings. The goal is to reduce our climate impact between 2010 and 2020 by 50%, and we are well in line with this goal.

What is happening in 2018?

  • Secure our position and the long-term value creation in the Company.
  • Continued adjustments of Svenska Spel ahead of a re-regulated gaming market.

Read more about how Svenska Spel works to create value for the owner and society. Download the Annual Report 2017 here.

The overriding strategy “Gaming enjoyment and responsibility” is broken down into three perspectives for value creation: customer, employee and owner.

Svenska Spel Annual Report 2017
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