Svenska Spel trials ‘coupon free’ paperless purchase as next retail innovation 

Svenska Spel revamps agent commission models

Svenska Spel has introduced a new sales commission model for its Swedish lottery and gaming agents, as it aims to keep its ‘retail products competitive’ amid changes to the country’s wider gambling marketplace.

The new model marks the first commission change for Svenska Spel retail agents in the state-owned operator’s 30-year history serving as Sweden’s monopoly for gambling services.  

2019 changes saw Sweden launch its re-regulated gambling marketplace, which saw 100 licensed companies enter the market – the competitive factor which has led Svenska Spel to revise its retail commission model.

From March onwards, Svenska Spel will increase its ‘percentage sales commission’ on retail games and lottery tickets. The operator will incentivise retail agents with an increased percentage fee for new customers.

However, under the new model, Svenska Spel will no longer compensate retail agents for player winnings on lottery and game prizes, and has also terminated its Saturday main draw bonus reward.

The operator has added that its 5,000 retail agents were informed of the commission changes at the start of the year, with the monopoly publishing a video breaking down its new commission model. 

“Svenska Spel is the entire Swedish people’s gaming company and we need to ensure that our business is competitive. Therefore, we are pleased that we have been able to develop a commission model that means an improvement for both us and our agents,” said Svenska Spel Retail director Tove Kandell.

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