Svenska Spel has rejected claims that it has “downgraded responsible gambling” as a corporate discipline, insisting that consumer protections remain at the core of its duties as Sweden’s state-owned gambling and lottery firm.
The response was directed to Swedish daily Aftonbladet, which on 19 July questioned whether Svenska Spel had become increasingly focused on “profits over customer protection” in which the company reported record income betting results attributed to FIFA Women’s World Cup.
Q2 accounts saw Svenska Spel generate a 8% increase in GGR to SEK 1.963bn (€176m), as the state-owned operator improves its operating profits to SEK 1.276bn (€115m) (+8%) – with record contribution of Oddset (sportsbook) and Casino division.
The investigation cited concerns from Sweden’s National Association for Gambling Addiction (Spelberoendes Riksförbund), which argued that the state-owned operator’s commercial ambitions were beginning to overshadow its responsible gambling charter.
The editorial of Aftonbladet, questioned whether Svenska Spel could differentiate itself from Sweden’s other online sportsbook, due to the high coverage of gambling advertising broadcast during the 2026 tournament.
Responding to the allegations, Annika Hjälm, Head of Responsible Gaming and AML at Svenska Spel, rejected the criticism outright.
“The image that responsible gaming has been downgraded is not correct. On the contrary, we have clarified and strengthened what applies to Svenska Spel’s customers.”
Hjälm said the operator’s responsible gambling strategy remains evidence-based, focusing on identifying gambling-related risks before they develop into harmful behaviour.
“Our responsible gambling is evidence-based and is based on identifying risks early and acting before gambling risks becoming a problem.”
She highlighted Svenska Spel’s consumer safeguards, noting that the operator maintains what it describes as Sweden’s most restrictive deposit limits. Customers aged 18 to 19 are limited to deposits of SEK1,000 (€90) per month, while players under the age of 25 are subject to lower thresholds than the wider customer base.
Svenska Spel backs AI controls
Alongside deposit controls, Svenska Spel said it has invested heavily in artificial intelligence and behavioural monitoring systems capable of identifying risky gambling patterns in real time.
“We have also invested in new technology and monitor gambling behaviour in real time to detect signs of risk. When we identify risky gambling patterns, we take action through, for example, information, support efforts, customer contact or restrictions on gambling.”
The operator added that advances in AI have transformed its responsible gambling operations, reducing reliance on manual monitoring while increasing investment in technical development.
“AI and new technology have reduced the need for manual processes and thus also changed our staffing needs. Today, we have more employees working on technical development of our services and fewer working on manual processes.”
Since April 2026, Svenska Spel has implemented the country’s blanket prohibition on credit-funded gambling, ensuring that customers cannot gamble using credit cards, overdraft facilities, consumer loans or other forms of borrowed money.
The measure forms part of Sweden’s wider strategy to prevent gambling-related indebtedness and strengthen financial safeguards across the licensed market.
Trusted steward of Swedish gambling
Last year, Svenska Spel presented a package of 18 smart safer gambling proposals, drafted by CEO Anna Johnson to support the government’s ongoing review of gambling protections and consumer rights, commissioned by Financial Markets Minister Niklas Wykman – in which no other gambling licence had submitted any proposals.
Hjälm argued that Svenska Spel’s commercial performance enables further investment in responsible gambling initiatives, rather than detracting from them.
“A sustainable business also gives us the opportunity to continue investing in technical solutions that strengthen responsible gambling and develop society’s knowledge about gambling problems.”
She added that Svenska Spel has invested more than SEK100m (€9m) in Swedish research into gambling harm over the past 15 years and continues to work closely with gambling addiction organisations.
However, she stressed that responsibility for funding gambling addiction treatment ultimately rests with the Swedish government and the Riksdag, rather than individual gambling operators.