Svenska Spel
Svenska Spel is Sweden's state-owned gambling monopoly, operating sports betting, online casino, and lottery products (Triss, Lotto, Stryktipset, Eurojackpot) across digital platforms and a nationwide retail agent network, serving approximately four million Swedish consumers.
- Company typePrivate
- Founded1997
- HeadquartersSolna, Sweden
- Headcount1,001–5,000
- GTM typeB2C
- OfferingServices
What Svenska Spel does
Svenska Spel (legal name AB Svenska Spel) is Sweden's state-owned gambling company, established in 1997 through the merger of Tipstj\u00e4nst and Penninglotteriet, and wholly owned by the Swedish government. Operating across three business areas — Sport & Casino, Tur (lottery), and Vegas (casino sub-brand) — the company holds a Spelinspektionen licence valid through 2028-12-31 and serves approximately four million Swedish consumers via a dual-channel model combining digital platforms (svenskaspel.se and spela.svenskaspel.se) with a national network of physical retail agents (ombud). Product breadth spans sports betting (Stryktipset, Oddset, Topptipset, Powerplay, Bomben, Matchen), online casino, poker, and bingo under Sport & Casino, and lottery/draw games (Eurojackpot, Lotto, Vikinglotto, Keno), scratch cards (Triss family, Skrapspel variants), and bundled packages (Rubbet, L\u00f6rdagsgodis) under Tur.
The company runs a modern tech stack handling roughly 10 million transactions daily: microservices on Kubernetes with Java, Python, Terraform, and Infrastructure-as-Code, with a multi-year migration to Google Cloud Platform targeted for 2028. Supporting layers include a central data warehouse (Cobra), Identity & Access Management on OpenID Connect/OAuth 2.0/JWT integrated with Microsoft Entra ID, and analytics tooling spanning Adobe Experience Platform, Google Marketing Platform, Meta Pixel/Conversion API, and Hotjar/Contentsquare. A dedicated MADS (Machine Learning, Analysis & Data Science) team supports real-time responsible-gaming detection and the cross-operator Spelpaus self-exclusion system.
Revenue is generated transactionally via wagers and lottery ticket sales (e.g., Triss 30-40 SEK, L\u00f6rdagsgodis 110-280 SEK, Rubbet 122-430 SEK), with 10.3 billion SEK in winnings paid back to Swedish customers in 2024. Svenska Spel sits at the intersection of B2C consumer gambling, B2B corporate rewards (corporate Triss sales), and a nonprofit-style sponsorship ecosystem — Gr\u00e4sroten distributes 35 million SEK annually to over 9,000 sports clubs, and total sports sponsorship is approximately 300 million SEK per year, making the company Sweden's largest sports sponsor. Headcount is reported in the 800-1,400 range across offices in Visby (HQ) and Stockholm.
Svenska Spel firmographics
Firmographics- Name
- Svenska Spel
- Legal name
- AB Svenska Spel
- Website
- https://svenskaspel.se
- Company type
- Private
- Founded year
- 1997
- Operating status
- Operating
- Headcount range
- 1,001–5,000 employees
- Short description
- Svenska Spel is Sweden's state-owned gambling monopoly, operating sports betting, online casino, and lottery products (Triss, Lotto, Stryktipset, Eurojackpot) across digital platforms and a nationwide retail agent network, serving approximately four million Swedish consumers.
- Ownership category
- akta.pro rank
Svenska Spel industry classification
Industry- Product category
- State-owned gambling and lottery services
- NAICS
- Gambling Industries (7132), Casinos (except Casino Hotels) (71321)
- akta.pro primary industry
- Lottery Operators (Government & Private Licensed) (MPAEAFAA)
- akta.pro secondary industry
- Digital Lottery & iLottery Platforms (Web/App) (MPAEAFAD)
Keywords
Where Svenska Spel is headquartered
LocationHeadquarters
- HQ city
- Solna
- HQ country
- Sweden
- HQ region
- Europe
Offices2 records
Markets served
Svenska Spel business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Marketing or Sales, Technology or R&D, Operations, Infrastructure
Revenue model
- Gaming Revenue: Revenue generated from lottery games (Triss, Lotto, Eurojackpot, Keno, Vikinglotto), sports betting (Oddset, Stryktipset), casino games, and poker. The company distributes winnings to players - in 2024 paying out 10.3 billion SEK in winnings to Swedish customers.
- Sports Betting: Betting on sporting events including football, hockey, and other sports. Major events like World Cup generate significant betting activity with Sweden vs Netherlands matches expected to set record gambling interest.
- Gambling Services: State-owned monopoly providing regulated gambling services across sports, casino, and lottery verticals.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Lördagsgodis packages ranging from basic to premium |
| Unit Pricing | Pay-as-you-go | Rubbet weekly package games |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels6 records
Svenska Spel product offering
Product offeringCore offering
Svenska Spel operates Sweden's state-owned gambling business, offering sports betting, online casino, poker, and bingo under the Sport & Casino brand, and lottery games (Eurojackpot, Lotto, Vikinglotto, Keno, Lyckoplatsen), scratch tickets (Triss family, Skrapspel range), and lottery packages (Rubbet, Lördagsgodis) under the Tur brand. Customers access offerings through dedicated web and mobile platforms and through a nationwide network of physical retail agents (ombud), with the company operating under a Spelinspektionen license valid through 2028.
Product overview
Svenska Spel is Sweden's state-owned gambling company, operating under three business areas — Sport & Casino, Tur, and Vegas — each with separate legal entities and separate player accounts. Sport & Casino (via Svenska Spel Sport & Casino AB) offers sports betting products including Stryktipset, Oddset, Topptipset, Powerplay, Bomben, Matchen, Måltipset, and VM-Tipset, alongside online casino games and poker. Tur (via AB Svenska Spel) offers lottery and scratch card products including Eurojackpot, Lotto, Triss (including Triss 30, Triss 40, DubbelTriss, and MiniTriss variants), Keno, KenoXpress, Vikinglotto, Lyckoplatsen, Rubbet, Lördagsgodis, Skrapspel (Skrap7:an, SkrapKryss, SkrapLotto, SkrapKeno, SkrapBingo, Skrap PAC-MAN), and Fler lotter. The two main platforms (spela.svenskaspel.se for Sport & Casino and svenskaspel.se/tur for Turspel) maintain distinct accounts and balances, reflecting regulatory separation.
Differentiator
Problem solved
Functional benefit
Brands
- Vegas: Gaming and casino sub-brand offering various casino games and entertainment.
Quantifiable outcome
- 10.3 billion SEK paid out in winnings in 2024
- +2 more outcomes
Companies that use Svenska Spel
Customer profileNamed customers3 records
Segments3 records
Ideal customer profiles3 records
Svenska Spel technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
Svenska Spel partnerships and signals
Strategic signalPartnerships
Two partnerships are on record, tiered core.
- Swedish Football Association (SvFF)coreMajor sponsorship partnership where Svenska Spel sponsors the Swedish Football Association and national team. Victor Kalda, sponsorship manager, accompanies the national team throughout the 2026 World Cup. The partnership supports Swedish football at all levels.
- Swedish Sports Clubs via GräsrotencoreSvenska Spel distributes 35 million SEK annually to over 9,000 sports clubs through the Gräsroten initiative. Clubs can register to receive funding based on customer play, creating a network of community partnerships.
Scale indicators6 records
Recent moves6 records
Expansion highlights5 records
Svenska Spel competitors and assessment
Company assessmentMarket position
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Svenska Spel social profiles
Digital presenceSvenska Spel compliance and trust
Trust signalCompliance2 records
Svenska Spel financial estimates
Financial estimateRevenue estimate
Valuation estimate
Svenska Spel leadership team
Management profileNumber of profiles
Profiles1 record
Svenska Spel subsidiaries and ownership
Company hierarchySubsidiaries2 records
Svenska Spel funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Svenska Spel M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Svenska Spel
What does Svenska Spel do?
Svenska Spel operates Sweden's state-owned gambling business, offering sports betting, online casino, poker, and bingo under the Sport & Casino brand, and lottery games (Eurojackpot, Lotto, Vikinglotto, Keno, Lyckoplatsen), scratch tickets (Triss family, Skrapspel range), and lottery packages (Rubbet, Lördagsgodis) under the Tur brand. Customers access offerings through dedicated web and mobile platforms and through a nationwide network of physical retail agents (ombud), with the company operating under a Spelinspektionen license valid through 2028.
Is Svenska Spel a public or private company?
Svenska Spel is a private company. It is classified as state government owned and is currently operating.
When was Svenska Spel founded?
Svenska Spel was founded in 1997. It employs 1,001 to 5,000 people.
Where is Svenska Spel based?
Svenska Spel is headquartered in Solna, Sweden, in the Europe region.
How does Svenska Spel make money?
Three revenue lines are on record. Gaming Revenue is the primary driver. The others are sports Betting and gambling Services.
Does Svenska Spel have an API?
No public API is recorded for Svenska Spel.
What industry is Svenska Spel in?
Svenska Spel's product category is State-owned gambling and lottery services. Its primary akta.pro industry code is MPAEAFAA, Lottery Operators (Government & Private Licensed), with a secondary code of MPAEAFAD, Digital Lottery & iLottery Platforms (Web/App). Its NAICS code is 7132.