Welcome to Svenska Spel -

The biggest gaming company in Sweden

Svenska Spel 2009 in summary– Started in 1997 after a merger of

Penninglotteriet and Tipstjänst.

– 100 percent state owned company.

– Svenska Spel’s Chairman of the Board isMargareta Winberg, former Member of Parliament.

– Assignment: ”AB Svenska Spel is to meetconsumer interest in having a reliablealternative to illegal gaming operations,and strive to provide a broad service in urbanand rural areas. Social welfare is to be prioritisedin the development of gaming forms andthroughout the business as a whole. /…/”

– Svenska Spel has a preventative responsibility regarding problem gaming.

– 53 percent of the Swedish net gaming market.

Svenska Spel 2009 in summary

– Main office in Visby.– Appr. twenty different games are

distributed via shops, associations, svenskaspel.se, mobile phone, restaurants and casinos.

– Average no of employees: 1 748.– Four casinos – in Sundsvall, Göteborg,

Malmö and Stockholm.– 6 758 retail outlets all over the country.– 6 576 Vegas (VLTs) in over 2 187

restaurants and bingo halls.– 3 346 voluntary associations sell

Svenska Spel’s lotteries on commission.– Appr. 80 000 customers have

prescriptions on lotteries and numbers games.

Svenska Spel 2009 in summary

– 2009 net* gaming revenue:SEK 9,9 billion.

– 2009 annual profit: Appr SEK 5 billion profit, of which SEK 0,5 billion to the Swedish Sports Confederation.

– Svenska Spel is one of the biggest sports sponsors in Sweden.

– Appr SEK 12 billion paid out to winners. 330 winnings amounted to SEK 1 million or more.

*= after paid winnings

500million to the

Swedish Sports

Confederation

Our stakeholders

Media Board

Manage- ment

Employ-ees

Customers

Retailers/Business partners

Owner

Authorities

Suppliers

Competi-tors

Global community

Partners

National community

Local community

Interest organisa-tions

Svenska Spel2009

Why is the gaming market regulated?

– Most European countries want to have, and have, a regulated market as:

– Gaming companies shall show a gaming responsibility, lessen the risk for frauds and illegal gaming and also meet consumer interest.

– The profit from gaming shall be allocated to the state, non-government organisations and sports.

– Gaming operations shall be safe and reliable.

The gaming market review ”Gaming regulation in the future” (SOU 2008:124) was initiated by the Ministry of Finance in 2007 and the result was presented in December 2008. In 2009 the review is sent to authorities concerned. Thereafter the Government will prepare for final decisions.

The Swedish gaming market 2009

Svenska Spel including Casino

Cosmopol and Poker 59%

ATG horseracing 23%

NGO Bingo 2%

NGO lotteries 15%

Restaurant casinos 1%

Svenska Spel including Casino Cosmopol and

Poker 53%

ATG horseracing 20%

NGO games and lotteries 16%

Foreign internet companies 10%Restaurant casinos 1%

Total net gaming market in Sweden, appr. 18 600 MSEK(including foreign Internet companies)

The regulated Swedish gaming market, appr. 16 800 MSEK (excluding foreign Internet companies)

Our assignmentSocial welfare is to be prioritised in the development of gaming forms and throughout the business as a whole.

Our visionEvery effort makes a difference, in our nation wheregaming pleasure is in harmony with community benefit.

Our mission Svenska Spel sells positive gaming experiences to many people in order to fulfill the assignment of the owner and strive to be on top of the world with our work with responsible gaming, and also bring pleasure of work together with possibilities to make a difference to our employees.

Our goalsCustomers – Responsibility – Profit - Employees

Our organisation

– Six spheres of activities

– Four staff units

– CEO from February 2009: Meta Persdotter

CEO

Marketing Sales Development Production VLTs Vegas Casino Cosmopol

CEO-assistantFinance

Information & CSRLegal

HRSpheres of activities

Staff units

Our values

– Gaming pleasure & Working pleasure

– Care & Profit

– Power to act & Reflection

Our environment policy

Svenska Spel works with concrete environment objectives and policies regarding: – purchases– demands on suppliers, retailers and

business partners– developing new products

We are active in:– reducing CO2

– decreasing travelling, use of paper, and use of electricity

Employee training programmes.

Our games –attractive new games and popular classic games

Our marketing – a part of responsible gaming

Some games are riskier than others

– The biggest games of the market – Lotto, Triss etc. - have no obvious connection to unhealthy gaming (green circle)

– Could lead to unhealthy gaming (yellow circle)

– Strong connection to unhealthy gaming(red circle)

Triss, TiaBingolotto

Lotto

OddsetRestaurant casinos

Keno

CasinoPoker VLTsBingo

Foreign internet sites

Svenska Spel and sports

– SEK 500 million to the Swedish Sports Confederation in 2009.

– Svenska Spel is one of Sweden’s biggest sponsors of sports.

– Main sponsor for Swedish football, ice hockey, bandy, indoor bandy and handball on federation and club level.

– Development of talents.

Our customers in 2009

– 80 % of the adult population,appr. 5 million people, play.Five years ago 86 % played.

– 71 % play with Svenska Spel.Five years ago the share was 77 %.

– Most of them choose to play in retail outlets.

– The total Swedish net stakes on internet were more or less on the same level in 2009 as in 2008.

– But on svenskaspel.se the number of players increased, while their net stakes decreased.

Our winners in 2009

– 330 winnings of SEK 1 million or more in 2009

– Top winning – SEK 30 million on Joker

– Triss scrape in TV4’s morning news programme six days a week.

– Record winning on the Football Pools: SEK 10 000 000.

Unhealthy gaming

– Problem gaming unchanged through the years.

– 1-2 percent of the Swedish population are estimated to have problems with their gaming – and 0,6 percent are game addicts.

– The internet competitors have four times more problem gaming than svenskaspel.se.

Are there moregame addicts in Sweden than elsewhere? ?No, Sweden has relatively few game addicts than other countries. This fact is established for example in a British study made by the National Center for Social Research.

Our mandate – responsible gaming

– Responsible gaming is the base for all Svenska Spel gaming operation.

– We offer less risky alternatives to sensitive products.

– 78 % of the adult population think that state-owned gaming companies are more responsible.

– 73 % of our retailers and business partners have attended Svenska Spel’s training programme and been certified in responsible gaming.

Our work is preventative

– Svenska Spel provides preventative tools, information and education.

– More than1 500 retailers (5 000 employees) have been certified in responsible gaming.

– Appr 2 000 Vegas restaurateurs (3 000 employees) certified.

– All Svenska Spel employees are trained in responsible gaming, which is a part of the introduction process.

– Treatment is provided by experts, not by Svenska Spel.

– Social authorities are responsible for the financing of treatment.

Spelkortet – our loyalty card

– Appr. 1 100 000 users.

– Appr. SEK 60 million in pay-out to winners who had not got their winnings without Spelkortet.

– Important for the retailers:– commission– a chance to produce marketing messages

to specific target groups

– Important for the customers:– gratis– winning control– security – nobody else can claim your

winnings– promotional offers– access to svenskaspel.se

We inform about the Support Line

– The Support Line was established in 1999.

– It is manned by the Gaming Institute on behalf of the Swedish National Institute of Public Health.

– Information of the Support Line is printed on all lottery tickets, gaming coupons, receipts, Oddset program sheets and in connection to games at the casinos, retailers and restaurants.

– The Support Contact is another service for people with problem gaming and their relatives financed by Svenska Spel.

Responsible gaming at svenskaspel.se

Svenska Spel’s ”Spela lagom” (”Play in moderation”) concept forms a strategic base, for example at svenskaspel.se:

– Gaming budget– Closure of account– Stake limit– Identity control– Information on support– Spelkoll – voluntary tool for the player that helps him keep gaming in control

Responsible gaming on Vegas VLTs

– Age verification.

– Regular controls that the business partners’ follow regulations on age control.

– Information on Support Line.

– Screen clock.

Broadened actions on VLTsIt is Svenska Spel’s responsibility to help the restaurang staff to take their gaming responsibility.

Gaming shall not play the most dominant role in the restaurang environment.

The VLTs may not be placed in premises offering games with no age limit.

The characteristics of the products.

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Responsible gaming at our casinos

– Age limit 20 years.

– Information on support.

– Dialogues with associations of gaming dependency, the Gaming Institute, social services etc.

– Proactive responsible gaming, for example conversations with guests showing signs of unhealthy gaming.

Broadened actions at Casino CosmopolThe foundation for a healthy gaming environment is the social casino, where gaming is just a part of a total experience with good food, entertainment and sometimes dance.

The casinos offer programmes for voluntary suspension.

Guidelines for alcohol in combination with gaming.

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Responsible gaming at our retailers

– Gaming on credit is not permitted.

– In 2010 an 18 year age limit on all Svenska Spel games.

– ID control on all players 25 years or younger.

– Information material on responsible gaming in connection with the games.