THE MARKET ACHlEVEMENTS HlSTORY THE PRODUCT RECENT ...
Hi s t ory Svenska Spel was founded in 1997 through an amalgamation of Penninglotteriet and Tipstjänst (The Pools). The origins of Penninglotteriet goes back to 1757 when a lottery was organized to finance the placing of a statue of Gustav II Adolf in Stockholm. Tipstjänst was founded in 1934 as a public company with exclusive rights to run The Pools. The state acquired the company in 1943. When the two companies merged, Svenska Spel set up a new head office in Visby, which at that time was also the home of Penninglotteriet.
T he p roduc t Svenska Spel offers a wide variety of games and lotteries which have been highly popular among the Swedes for decades. The most prominent of these are Triss, Lotto, Stryktipset, Oddset, Keno, Poker, Vegas and Casino Cosmopol.
R ece n t de v e l op me n t s
Fotograf: Vincent Skoglund
Despite new competitors coming into the market from abroad via the Internet, Svenska Spel’s profits have steadily increased over the last few years. A recent opinion survey shows that 55 percent of all Swedes are either positive or very positive towards the company and that only eleven percent are negative. Of those who play or bet once a week or more, almost nine out of ten are in favour of the existing market regulations which stipulate that only a limited number of state-owned companies and companies supported by Popular Movements may operate gaming and lotteries in Sweden.
M a r k e t ing T he m a r k e t Svenska Spel is one of Sweden’s most well known brands. With a portfolio of products such as Triss, Lotto, Oddset, Stryktipset and Keno, the company has been creating entertainment, as well as dreams, for Swedish gaming fans for decades. More than 70 percent of the Swedish adult population are regular Svenska Spel customers. The company operates in a regulated market, which means that Svenska Spel has to have a license from the state in order to run games and lotteries. In 2008 the market was organized according to the following net market shares and net gaming revenues: Svenska Spel: 53 percent/ 9.8 billion kronor, ATG: 19 percent/3.5 billion kronor, popular movements: 17 percent/3.1 billion kronor and
8 0 s u p e r b r a n d s
foreign internet companies: 10 percent/1.9 billion kronor.
A chie v e me n t s The company’s profits in 2008 amounted to 5.2 billion kronor after paying out more than 12.8 billion kronor in winnings. All of the profit is ploughed back into Swedish society, specifically into NGO´s and young people’s sports associations, as well the treasury. The fact that young people’s sports associations receive such a major portion of their funding from Svenska Spel – more than one billion kronor – is something the company has been engaged in for more than ten years but which has only started to be communicated in recent years. In addition, a portion of the income generated from the lottery Penninglotten is set aside for funding various cultural activities.
Svenska Spel’s annual gross marketing spend amounts to approximately 300 million kronor, making it one of the largest advertisers in the country. The company’s marketing record is speckled with advertising history. Concepts such as »Suddenly it happens!« (Triss) and »13 correct gives respect!« (Stryktipset) are just two examples of extremely successful branding work which have become etched on the minds of the general public. The company’s main marketing approach is all about building long-term relationships with its customers, as well as highlighting the fun and entertainment that its products can generate. It is also about promoting dreams of a new life and adding a little golden touch to our everyday lives. But Svenska Spel’s communication among other things also focuses on the importance of adopting the right attitude, so that gaming remains a pleasurable experience and does not become more important than relationships
with family and friends. Or that players allow the games to put excessive strain on their personal finances. The message is »Play Responsibly«, set your own limits and stick to them and then gaming will always be fun. Another central theme in the company’s approach to marketing is its association with the world of sport. It uses Swedish sporting heroes in advertisements and also highlights the benefits of its annual contribution of more than one thousand million kronor to sports associations. Svenska Spel’s brand architecture has changed in recent years. The company has moved away from a product portfolio with strong individual brands and a mother brand in Svenska Spel that was given little or no prominence to an »endorsed brand strategy« whereby Svenska Spel’s graphic symbol – »The Winner«– is an integral part of every product brand. The result is that the family tie between the product and the mother brand has been strengthened considerably and that the brands’ complementary values have reinforced each other. Almost half a million people have subsequently changed their opinion of Svenska Spel and are today positive instead of negative or neutral towards the company.
Br a nd Va l ue s Svenska Spel delivers gaming fun to millions of people every day in a safe and considerate way. When it comes to responsible gaming it is recognized as one of the worlds leading companies within the sector. During the year 2008 it received the World Lottery Association prize for precisely that reason. 100 percent of the profit goes either back to the gamers in the form of winnings, or back to the whole population enabling the money to stay in the country and be used for the benefit of society at large. For example, more than one billion kronor goes annually to young people’s sports associations and other organizations. Besides the joy of gaming, consideration for the customer is Svenska Spel’s core value. It means that the company has developed specific tools to make it easier for gamers to exercise control over their gaming activities. For example, the company deliberately avoids marketing games that may encourage compulsive gambling and its internet customers are obliged to state how much money per week they have decided they can afford to lose on gaming.
Things you didn't know about SVENSKA SPEL • Approximately 340 000 Triss lottery tickets are sold every day and more than two million people win on Triss every month. • Just over 300 people per year become millionaires through using Svenska Spel’s products. • More than two million kronor of the profit generated by Stryktipset (The Pools) in 194247 went to the committee for the assistance of Finnish war veterans. • The lottery Penninglotteriet originates from a lottery arranged in 1757 to finance a new statue of Gustav II Adolf in Stockholm. • Svenska Spel is the main sponsor of Swedish ice hockey. Niclas Kronwall, one of the Swedish heroes who in 2006 won an Olympic gold medal, a World Championship gold medal and
Copyright: Bildbyrån
was also named the world’s best defender, won a million kronor with a Triss scratch card during a visit to Sweden immediately after the world championship.
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T he p roduc t Svenska Spel offers a wide variety of games and lotteries which have been highly popular among the Swedes for decades. The most prominent of these are Triss, Lotto, Stryktipset, Oddset, Keno, Poker, Vegas and Casino Cosmopol.
R ece n t de v e l op me n t s
Fotograf: Vincent Skoglund
Despite new competitors coming into the market from abroad via the Internet, Svenska Spel’s profits have steadily increased over the last few years. A recent opinion survey shows that 55 percent of all Swedes are either positive or very positive towards the company and that only eleven percent are negative. Of those who play or bet once a week or more, almost nine out of ten are in favour of the existing market regulations which stipulate that only a limited number of state-owned companies and companies supported by Popular Movements may operate gaming and lotteries in Sweden.
M a r k e t ing T he m a r k e t Svenska Spel is one of Sweden’s most well known brands. With a portfolio of products such as Triss, Lotto, Oddset, Stryktipset and Keno, the company has been creating entertainment, as well as dreams, for Swedish gaming fans for decades. More than 70 percent of the Swedish adult population are regular Svenska Spel customers. The company operates in a regulated market, which means that Svenska Spel has to have a license from the state in order to run games and lotteries. In 2008 the market was organized according to the following net market shares and net gaming revenues: Svenska Spel: 53 percent/ 9.8 billion kronor, ATG: 19 percent/3.5 billion kronor, popular movements: 17 percent/3.1 billion kronor and
8 0 s u p e r b r a n d s
foreign internet companies: 10 percent/1.9 billion kronor.
A chie v e me n t s The company’s profits in 2008 amounted to 5.2 billion kronor after paying out more than 12.8 billion kronor in winnings. All of the profit is ploughed back into Swedish society, specifically into NGO´s and young people’s sports associations, as well the treasury. The fact that young people’s sports associations receive such a major portion of their funding from Svenska Spel – more than one billion kronor – is something the company has been engaged in for more than ten years but which has only started to be communicated in recent years. In addition, a portion of the income generated from the lottery Penninglotten is set aside for funding various cultural activities.
Svenska Spel’s annual gross marketing spend amounts to approximately 300 million kronor, making it one of the largest advertisers in the country. The company’s marketing record is speckled with advertising history. Concepts such as »Suddenly it happens!« (Triss) and »13 correct gives respect!« (Stryktipset) are just two examples of extremely successful branding work which have become etched on the minds of the general public. The company’s main marketing approach is all about building long-term relationships with its customers, as well as highlighting the fun and entertainment that its products can generate. It is also about promoting dreams of a new life and adding a little golden touch to our everyday lives. But Svenska Spel’s communication among other things also focuses on the importance of adopting the right attitude, so that gaming remains a pleasurable experience and does not become more important than relationships
with family and friends. Or that players allow the games to put excessive strain on their personal finances. The message is »Play Responsibly«, set your own limits and stick to them and then gaming will always be fun. Another central theme in the company’s approach to marketing is its association with the world of sport. It uses Swedish sporting heroes in advertisements and also highlights the benefits of its annual contribution of more than one thousand million kronor to sports associations. Svenska Spel’s brand architecture has changed in recent years. The company has moved away from a product portfolio with strong individual brands and a mother brand in Svenska Spel that was given little or no prominence to an »endorsed brand strategy« whereby Svenska Spel’s graphic symbol – »The Winner«– is an integral part of every product brand. The result is that the family tie between the product and the mother brand has been strengthened considerably and that the brands’ complementary values have reinforced each other. Almost half a million people have subsequently changed their opinion of Svenska Spel and are today positive instead of negative or neutral towards the company.
Br a nd Va l ue s Svenska Spel delivers gaming fun to millions of people every day in a safe and considerate way. When it comes to responsible gaming it is recognized as one of the worlds leading companies within the sector. During the year 2008 it received the World Lottery Association prize for precisely that reason. 100 percent of the profit goes either back to the gamers in the form of winnings, or back to the whole population enabling the money to stay in the country and be used for the benefit of society at large. For example, more than one billion kronor goes annually to young people’s sports associations and other organizations. Besides the joy of gaming, consideration for the customer is Svenska Spel’s core value. It means that the company has developed specific tools to make it easier for gamers to exercise control over their gaming activities. For example, the company deliberately avoids marketing games that may encourage compulsive gambling and its internet customers are obliged to state how much money per week they have decided they can afford to lose on gaming.
Things you didn't know about SVENSKA SPEL • Approximately 340 000 Triss lottery tickets are sold every day and more than two million people win on Triss every month. • Just over 300 people per year become millionaires through using Svenska Spel’s products. • More than two million kronor of the profit generated by Stryktipset (The Pools) in 194247 went to the committee for the assistance of Finnish war veterans. • The lottery Penninglotteriet originates from a lottery arranged in 1757 to finance a new statue of Gustav II Adolf in Stockholm. • Svenska Spel is the main sponsor of Swedish ice hockey. Niclas Kronwall, one of the Swedish heroes who in 2006 won an Olympic gold medal, a World Championship gold medal and
Copyright: Bildbyrån
was also named the world’s best defender, won a million kronor with a Triss scratch card during a visit to Sweden immediately after the world championship.
s u p e r b r a n d s 81
