Svenska Spel Reports 93% Revenue from Low-Risk Gambling

Svenska Spel Reports 93% of Q2 Revenue from Low-Risk Gambling as Industry Pushes for Greater Responsibility

Svenska Spel, Sweden’s state-owned gambling operator, has achieved a remarkable milestone in responsible gaming, reporting that 93.2% of its Q2 2024 revenue came from ‘healthy’ or low-risk customers. This figure, up from 92.2% in the previous quarter, underscores the company’s commitment to fostering safe gambling environments. As the industry grapples with increasing scrutiny and regulatory pressures, Svenska Spel’s focus on minimizing high-risk gambling sets a standard for transparency and player protection. Discover how this approach is shaping the future of responsible gambling in Sweden.

A Commitment to Low-Risk Gambling: Svenska Spel’s Strategy

In the second quarter of 2024, Svenska Spel reported net gaming revenue (NGR) of SEK1.87 billion (€164.8 million), with a significant 93.2% of this total attributed to low-risk, responsible gamblers. This marks an improvement from the previous quarter and highlights the operator’s dedication to ethical gaming practices. The emphasis on healthy revenue reflects the operator’s focus on income generated from customers who gamble responsibly, thereby minimizing the risk of gambling-related harm.

Anna Johnson, President and CEO of Svenska Spel, stated, “We want to minimize revenue from customers who play in a way that can lead to problems. That’s why we work purposefully so that our customers are aware and don’t play for more than they can afford.” This commitment underscores the company’s proactive measures to ensure players stay within safe limits, enhancing consumer protection across its platforms.

Despite the positive shift towards healthier gambling habits, the company’s overall NGR experienced a 5% decrease compared to the same period last year. However, this decline aligns with Svenska Spel’s strategic focus on reducing revenue from potentially harmful gambling behaviors, prioritizing player well-being over short-term profits.

Calculating ‘Healthy Revenue’: Svenska Spel’s Playscan Tool

To assess its share of healthy revenue, Svenska Spel utilizes advanced risk models integrated into its proprietary Playscan analysis tool, developed in collaboration with Sustainable Interaction, an independent expert in responsible gambling. Playscan categorizes customers based on their gambling habits and evaluates their risk levels, ensuring a precise calculation of healthy, low-risk revenue.

Mikael Franzén, Svenska Spel’s Head of Responsible Gambling, explained, “The goal is to detect in time when gambling goes from being controlled to becoming more risky, so that we can prevent it from developing into problem gambling.” Through this data-driven approach, Svenska Spel can identify and intervene early, helping at-risk players before their behavior escalates.

The company’s responsible gambling strategy includes multiple intervention levels, ranging from automated notifications to personalized contact with customers. In severe cases, Svenska Spel implements gambling restrictions or even blocks access to its games to protect vulnerable individuals. These measures not only safeguard customers but also reinforce Svenska Spel’s reputation as a responsible operator committed to ethical gaming.

Industry Impact: A Push for Greater Transparency and Accountability

Svenska Spel’s proactive stance on reporting healthy revenue aims to increase transparency within the gambling industry. By publicly sharing data on low-risk revenue, the company is setting a precedent for other licensed operators in Sweden to adopt similar reporting standards. Anna Johnson expressed hope that more companies would follow suit, saying, “As we have strengthened our gambling responsibility measures, the percentage of healthy revenue has continuously increased during the year. I hope that more gambling companies with a license in Sweden start reporting this key figure in a reliable way.”

This focus on transparency comes at a time when the industry faces growing scrutiny from regulators and the public. In March 2024, the Swedish Gambling Authority fined Svenska Spel SEK100 million for shortcomings in its responsible gambling procedures. This penalty highlighted the ongoing challenges operators face in maintaining compliance and protecting consumers, even as they strive to lead the market in ethical practices.

Future Initiatives: Strengthening Consumer Protection

Looking ahead, Svenska Spel plans to introduce additional responsible gambling measures in the autumn to further enhance its consumer protection efforts. These initiatives are expected to positively impact the share of healthy revenue, reinforcing the company’s ongoing commitment to promoting safe and responsible gambling practices.

As Svenska Spel continues to refine its approach, it sets a benchmark for the industry, demonstrating that prioritizing player safety can coexist with business success. The company’s dedication to reporting healthy revenue and implementing robust responsible gambling measures illustrates a forward-thinking strategy that prioritizes the well-being of its customers.

Svenska Spel’s focus on generating revenue from low-risk, responsible gamblers is a testament to the company’s leadership in promoting ethical gaming practices. By leveraging advanced risk assessment tools like Playscan and maintaining a transparent approach to reporting, Svenska Spel is setting new standards for responsible gambling in Sweden and beyond. As the industry evolves, Svenska Spel’s commitment to player protection serves as a model for other operators, highlighting the importance of prioritizing consumer safety and accountability in the gaming sector.