Svenska Spel rejects claims of weaker responsible gambling focus
The state gaming operator has hit back at claims it’s downgraded its efforts to set it apart from private igaming operators with its responsibility focus.
The state-run gambling operator Svenska Spel has dismissed allegations that it has downgraded its responsible gambling commitments in its corporate framework. Following criticism from campaigners, the operator has stressed that player protection remains central to its mission.
Annika Hjälm, Head of Responsible Gaming and AML, made the rebuttal in response to an article that appeared in Aftonbladet. The daily newspaper has published an editorial raising concerns over whether the company had lowered its responsible gaming focus to prioritise “profits over customer protection”. The newspaper also questioned whether Svenska Spel could continue to distinguish itself from private sector igaming operators following the volume of gambling advertising seen during the FIFA World Cup.
The editorial was sparked by the publication of second‑quarter financials showing that Svenska Spel’s gross gaming revenue rose by eight per cent to SEK 1.963bn (€178m). Operating profit was also up 8 per cent at SEK 1.276bn, with strong contributions from the Oddset sports betting offering and the company’s online casino division.
The National Association for Gambling Addiction (Spelberoendes Riksförbund) claimed that the operator’s commercial drive was beginning to overshadow its responsible gambling commitments.
Hjälm defended the company’s record and said it maintained an evidence‑based approach designed to allow early intervention.
“The image that responsible gaming has been downgraded is incorrect. On the contrary, we have clarified and strengthened what applies to Svenska Spel’s customers,” she said.
“Our responsible gambling is evidence‑based and is based on identifying risks early and acting before gambling risks becoming a problem,” she added.
Hjälm said Svenska Spel has Sweden’s lowest deposit limits. Customers aged 18 to 19 have a monthly cap of SEK 1,000 (€90). She also highlighted its investment in artificial intelligence and behavioural monitoring tools. She also said Svenska Spel had contributed more than SEK 100m to research into gambling harm over the past 15 years suggested that the company’s strong results will allow it to invest more in responsible gambling initiatives.
“We have invested in new technology and monitor gambling behaviour in real time to detect signs of risk. When we identify risky gambling patterns, we take action through information, support efforts, customer contact or restrictions on gambling, for example”
“AI and new technology have reduced the need for manual processes and thus also changed our staffing needs. Today, we have more employees working on technical development of our services and fewer working on manual processes.”
“A sustainable business also gives us the opportunity to continue investing in technical solutions that strengthen responsible gambling and develop society’s knowledge about gambling problems,” Hjälm added.
