Svenska Spel is reinforcing its commitment to safer gambling, ramping up research on gambling harm, and pushing for a more inclusive sports market.
These are key takeaways from the state-owned operator’s fourth edition of its “Our Game Plan” report, which details its 2024 achievements in sustainability and community initiatives.
As Sweden’s leading contributor to sports sponsorships, Svenska Spel ensures every Swedish citizen has equal access to sports through its “Sports for All” campaign.
“We’re here to support Swedish sports and work closely with academia and sports organizations for positive social impact. Through initiatives like Sports for All, we’re building a fairer, more inclusive sports environment,” said Anna Johnson, Svenska Spel’s CEO.
Back in 2022, Svenska Spel committed to dividing all sports funding equally between male and female sports. Two years later, it’s kept this promise, with SEK 300m (£21.8m) split evenly between men’s and women’s sports.
Kajsa Nylander, Svenska Spel’s Head of Sustainability, emphasized that “Our sponsorships must both be commercially viable and contribute to a better society. We invest long-term in Swedish sports and earmark funds for initiatives that drive change.”
Svenska Spel’s independent research council allocated SEK 5.9m (£425k) to various research projects this year, bringing its total contribution to gambling harm prevention to nearly SEK 100m (£7.2m) over 14 years.
“It’s a vital part of our sustainability efforts, helping the entire industry gain new evidence-based insights on preventing gambling problems,” Svenska Spel noted.
CEO Anna Johnson pointed out that investments in research have significantly improved Sweden’s gambling environment, prioritizing player safety. To underscore its commitment to sustainable growth, Svenska Spel now includes the percentage of revenue from low-risk players in each quarterly report.
Svenska Spel began this transparency initiative in August, with reports now covering April to June 2024. At the time, Chairman Erik Strand commented, “All responsible gambling companies work to protect customers and reduce those who face issues. Transparency about healthy revenue is essential for responsible gambling.”
In May, Swedish media, including Aftonbladet, raised concerns about Svenska Spel’s player protection practices, comparing them unfavorably to Norway’s Norsk Tipping. Criticism peaked after Svenska Spel received a SEK 103m (£7.5m) fine from the Swedish gambling regulator, Spelinspektionen, for lapses in player protection from October to December 2021.
The fine has strained relations between the regulator and Svenska Spel, with the operator asserting that Spelinspektionen’s assessment doesn’t align with regulatory standards.
In its report, Svenska Spel highlighted its dedication to player safety, especially in its land-based venues, through close customer interactions. For example, Casino Cosmopol in Stockholm trains employees to identify signs of gambling harm and assist customers accordingly.
Casino Cosmopol, however, faces challenges. Declining profitability forced the closure of casinos in Gothenburg and Malmö, and in Q3 2024, revenues from the Stockholm location dropped 76.3% to SEK 31m. Now, the Swedish government is even considering closing this final land-based venue.