SBC News Voice of the Sports Betting Industry
Svenska Spel states that it has generated 93.2% of its corporate income from ‘healthy revenues’ during Q2 trading.
Sweden’s state-owned gambling group continues to publish its ‘transparent safer gambling metrics’, alongside Kindred Group and ATG, as part of a pledge maintained by ‘Sweden’s three largest gambling firms.’
Q2 trading saw Svenska Spel generate net gaming revenues of SEK 1.87bn (€166m), of which 93% was generated from low-risk customers.
The figure represents a 1% improvement for Svenska Spel from the 92.2% income generated from healthy revenues in the previous quarter.
Healthy revenues are defined as income generated from customers who gamble responsibly with a low risk of developing gambling problems. The metric underlines Svenska Spel’s strategic focus on safely targeting recreational gamblers.
The calculation of healthy revenue is based on risk models applied within Svenska Spel’s Playscan analysis tool, which categorizes customers by analyzing their gambling habits and assessing their risk of developing gambling problems.
Playscan is overseen independently by responsible gambling experts, who help the company develop its customer interaction models and sustainable engagement strategies.
Beyond technical measures, Svenska Spel has increased the monitoring of high-risk players, ensuring that customers are aware of their gambling habits and do not gamble beyond their means.
Changes in customer care have led Svenska Spel to deploy a multi-step approach to address risky gambling behavior, ranging from sending notifications to making direct personal contact, and in extreme cases, imposing gambling restrictions or blocking customers.
In H1, Svenska Spel made national headlines when it was issued a record €7.5m fine by the gambling inspectorate Spelinspektionen for failing to meet customer care duties in 2019.
Svenska Spel plans to introduce new measures in the autumn to further strengthen consumer protection and increase the share of healthy revenues.
Group CEO Anna Johnson commented: “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.”
