Svenska Spel
- Founded
- 1997-01-01 in Sweden
- Headquarters
- Visby, Gotland, Sweden
Svenska Spel is Sweden's state-owned gambling operator, formed on 1 January 1997 through the merger of AB Tipstjänst and Svenska Penninglotteriet AB. Wholly owned by the Swedish Government, the company operates exclusively within the regulated Swedish market from its headquarters in Visby, on the island of Gotland. It conducts sales through approximately 5,000 retail agents, 2,000 restaurants and pubs, and its digital platform at svenskaspel.se. The business is divided into two segments: Sport & Casino, offering sports betting and casino games, and Turspel, covering draw-based lotteries and scratch cards. All profits are remitted to the Swedish State Treasury. Following the 2019 re-regulation that ended its former monopoly, Svenska Spel remains the largest operator in the market, with a strong focus on responsible gaming and sustainability. It contributes roughly SEK 300 million annually to Swedish sports organisations and has extended key partnerships, such as with the Swedish Ski Association through 2032.
Detailed Review
History
Svenska Spel was created on 1 January 1997 by merging two long-standing state enterprises: AB Tipstjänst, founded in 1934 and known for sports betting pools like Stryktipset, and Svenska Penninglotteriet AB, dating back to 1897. The company held a statutory monopoly over gambling in Sweden until the market was re-regulated on 1 January 2019, when a licensing system was introduced. Despite liberalisation, Svenska Spel retains its dominant position and strong brand recognition.
Business Model
Svenska Spel operates two main business segments under distinct regulatory requirements. The Sport & Casino division (Svenska Spel Sport & Casino AB) offers sports betting (Oddset, Stryktipset), casino games, and poker. The Turspel division manages lottery products such as Eurojackpot, Lotto, Lyckoplatsen, and the iconic Triss scratch cards. The company generates revenue through retail agents, online platforms, and former land-based casinos. All profits are paid to the Swedish government.
Products and Brands
Key products include Oddset – a sports betting product powered by Kambi’s sportsbook platform from 2024; Stryktipset – a classic football pool; Eurojackpot – a transnational lottery; Lotto – a weekly number lottery; Triss – instant scratch cards; and Lyckoplatsen – a digital bingo-style game. The subsidiary Casino Cosmopol operated land-based casinos in four Swedish cities until their closure in 2024–2025 due to post-licensing unprofitability.
Market Position and Competition
As the former monopoly holder, Svenska Spel is the largest gambling operator in Sweden, competing with licensed international operators like Betsson, Kindred Group (Unibet), and LeoVegas. The company benefits from strong trust among Swedish consumers and a comprehensive responsible-gaming framework, including the national self-exclusion system Spelpaus.
Recent Developments and Partnerships
In 2024, Svenska Spel entered a long-term sportsbook agreement with Kambi Group, deploying Kambi’s Complete platform and Shape Games’ front-end for its Oddset brand across online and retail channels. The company also modernised its HR and API infrastructure with CatalystOne and Kong Konnect. Financially, Q2 2026 net gaming revenue rose 7% year-on-year to SEK 1.9 billion, boosted by the FIFA World Cup. Full-year 2025 saw revenue and profit growth despite the closure of Casino Cosmopol. The company extended its partnership with the Swedish Ski Association through 2032 and continues to fund sports with about SEK 300 million annually.
Leadership
Anna Johnson serves as President & CEO of the group. Eva-Lotta Sjöstedt is Chair of the Board. Mårten Forste is CEO of Svenska Spel Sport & Casino AB, and Katarina Borstedt holds the role of Chief People and Culture Officer. The company employs around 1,100 people (as of 2024–2025).
Regulation and Social Responsibility
Svenska Spel is regulated by the Swedish Gambling Authority (Spelinspektionen). Its responsible gaming measures include strict age and identity verification, loss limits, and prominent promotion of the Spelpaus self-exclusion tool. The company emphasises sustainable operations and ethical gambling practices.
Key Products
Oddset
Sports betting product offered online and via retail agents, powered by Kambi's sportsbook platform from 2024.
Stryktipset
Classic Swedish football pool and parlay betting introduced by Tipstjänst in the 1930s.
Eurojackpot
Transnational lottery draw game available in multiple European countries.
Lotto
Weekly number lottery, Sweden's longest-running lottery product.
Triss
Instant scratch-card lottery, a staple of Swedish gambling culture.
Lyckoplatsen
Digital bingo-style casino game.
Casino Cosmopol
Former land-based casino chain (closed permanently in 2024–2025).
Offices & Headcount
1100 employees (approx.)
Key Persons
Anna JohnsonCEO
Recent News
Svenska Spel Achieves Best-Ever Q2 as World Cup Drives Sports Betting Surge
Svenska Spel reported record Q2 2026 net gaming revenue of SEK1.96bn, driven by a 135% surge in sports betting during the World Cup, with lottery and online segments also showing strong growth. Operating profit rose 13% to SEK617m as the operator maintained its focus on sustainable growth and customer engagement.
2026-07-17
World Cup Powers Svenska Spel to Best Q2 Since 2019 Re-regulation
Svenska Spel posted its best Q2 since Sweden's 2019 re-regulation, with net gaming revenue up 7% to SEK 1.96bn, driven by a 135% surge in June sports betting revenue during the World Cup and strong lottery growth; the state-owned operator also saw its online revenue share rise to 67%.
2026-07-16