Svenska Spel has rejected claims that it has downgraded responsible gambling after a World Cup-driven increase in customers and profit prompted criticism from Sweden’s National Association of Gambling Addiction, Spelberoendes riksförbund.
The dispute followed Svenska Spel’s first-half results, which showed net profit rising 8% to SEK1.28bn ($134.1m). New registrations within its sports betting and casino division increased 340% year-on-year in June, while sports betting activity rose 135%.
The operator reported second-quarter net gaming revenue of SEK1.96bn, up 7%, and operating profit of SEK617m, representing a 13% increase. Its operating margin reached 31%, while online operations accounted for 67% of revenue after growing 14%.
The quarter was Svenska Spel’s strongest second-quarter performance since Sweden’s gambling market was re-regulated in 2019.
Spelberoendes riksförbund argued that Svenska Spel had shifted from its previous emphasis on responsible gambling towards stronger profit generation.
The association called for harm-prevention measures to be pursued as actively as marketing during major sporting events, when gambling participation can increase.
Svenska Spel Head of Responsible Gaming and AML, Annika Hjälm, said: “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.”
The operator said customers aged 18 and 19 may deposit no more than SEK1,000 per month, while lower limits also apply to customers aged up to 25. It uses real-time behavioural monitoring to identify risk patterns and may respond through customer contact, support information or gambling restrictions.
Svenska Spel also said AI had reduced its reliance on manual processes, resulting in more employees working on technical development and fewer handling manual responsible gambling procedures.
The operator has invested more than SEK100m in Swedish problem gambling research over 15 years. Hjälm said responsibility for funding addiction treatment ultimately sits with the Swedish Government and Riksdag rather than an individual operator.
Spelinspektionen launched a separate review in June covering Svenska Spel, Svenska Spel Sport & Casino and ATG, examining their oversight of registered gambling agents and compliance with anti-money laundering requirements.
Sweden introduced a wider prohibition on gambling with credit from 1 April 2026, adding another consumer-protection measure to the country’s regulated market
