Svenska Spel

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.

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

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

• Sports betting services
• Lottery games
• Online casino
• Scratch tickets
• State-owned gambling

Headquarters

HQ city

Solna

HQ country

Sweden

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Marketing or Sales, Technology or R&D, Operations, Infrastructure

Revenue model

1. 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.
2. 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.
3. Gambling Services: State-owned monopoly providing regulated gambling services across sports, casino, and lottery verticals.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels6 records

Core 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

Named customers3 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Two partnerships are on record, tiered core.

• Swedish Football Association (SvFF)coreStrategic or Co-development Partner · 1 January 2026Major 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 GräsrotencoreGTM or Marketing PartnerSvenska 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

Market position

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/user/Svenskaspel
• Facebookfacebook.com/Svenskaspel
• LinkedInlinkedin.com/company/svenska-spel
• Instagraminstagram.com/svenskaspel
• Xx.com/svspel_samhalle

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Svenska Spel