Svenska Spel has pushed back against claims that it has softened its responsible-gambling stance, saying player protection remains central to its mission. In a response to criticism prompted by Aftonbladet, the state operator said its work is evidence-based and built around early identification of risk, real-time monitoring and intervention before gambling becomes a problem.
The criticism followed second-quarter results that showed gross gaming revenue rising 8% to SEK 1.96bn and operating profit up 8% to SEK 1.28bn. Strong contributions from Oddset and the online casino division fed the editorial’s concern that profits were being put ahead of customer protection, and it questioned whether the company could still distinguish itself from private igaming firms after the volume of advertising around the FIFA World Cup. The National Association for Gambling Addiction also said the operator’s commercial drive was beginning to overshadow its responsible-gambling commitments.
Annika Hjälm, head of responsible gaming and AML, said the idea that responsible gaming had been downgraded was wrong. She said the company had clarified and strengthened what applies to customers, and that its approach is designed to spot risk early and act before it becomes harmful.
The company said it has Sweden’s lowest deposit limits. Customers aged 18 to 19 can deposit no more than SEK 1,000 a month, while lower limits apply to customers up to age 25. It also said AI and new technology have reduced manual processes, so more staff now work on technical development and fewer on manual tasks.
Svenska Spel said it has invested more than SEK 100m in Swedish research on problem gambling over the past 15 years and keeps a close dialogue with gambling addiction associations, including the National Association for Gambling Addiction. It said spending on treatment is a matter for the Riksdag and the government, not for the company alone.
Its 2025 annual and sustainability report said it laid the groundwork for a new responsible-gaming framework during the year, improved self-control tools, developed models for real-time analysis of gambling behaviour and used care calls when signs of risk appeared. The report also said special attention was given to risk factors for particularly protected groups, especially young adults.
Separately, the Swedish Gambling Authority says licensed operators must monitor gambling behaviour, make individual risk assessments, document measures and act early with feedback or restrictions when gambling appears excessive.
