Brand personality

At Svenska Spel we want games to be enjoyable for everyone. For old and young (over 18 of course), for men and women, for sports associations and society.

This means that we want games to be useful even for people who don't play. Therefore, our surplus goes to sports and the national treasury. Therefore we also take great responsibility for the down sides of gambling.

Our values

Reliable

We are responsible and serious. We are the state's gambling company, and you should be able to trust us. Therefore, we are always clear and straightforward. And that is why we are never misleading or condescending. We do not shy away from being more serious when the subject calls for it. When, for example, it concerns the problems that gambling can, unfortunately, lead to.

We are a gambling company. Many of our customers win, but most of them still lose. Therefore, we can't promise the moon, but we can promise them that they will have fun with us. Of course, we need to allow ourselves as well as our customers to dream, otherwise, life would be boring. But at the same time, we are the gambling company with both feet on the ground. We will tell the truth and avoid exaggerations.

Our design is always well thought out and clear. It helps our customers to more easily understand how everything works and gives them a good overview of their gaming. By following best practices for UX in the industry, we help our customers recognize themselves and feel secure.

Honest

We're the kind gambling company, something we think the gambling world needs. We care about and take care of our users.

We are Sweden's largest gaming company, but if you are big and strong, you must also be humble. Basically it all comes down to respect. Respect for our competitors, we need them to constantly improve. Respect for our customers who expect us to be a little more human and honest. And respect for the fact that gambling can have its downsides. We also try to be positive when we express ourselves. We like life and what it looks like - and we want it to show.

We work with images and visual expressions that exude optimism, warmth and community.

Active

We love what we do. That's why we want to bring energy to everything we do and create the feeling of a company in constant motion. Our drive comes from our interest in our customers and the ambition to always give them the best gaming experience. Our strong connection to sport is a good example of the energy that exists in Svenska Spel.

The texts should feel passionate and engaging. They should be about what our customers want to read, not what we want to tell them.

Images and videos make it easy to show that we are an active brand. We prefer people who are active rather than passive and onlookers. Animations are also a great way to bring out the energy. It can be animation such as transitions, moving pictograms or animated text that makes the wave.

Funny

We are in the entertainment business and that should be noticed. We are light-hearted and have the ability to see the fun in life, recognition that amuses us all. We are not a comedian, but we like to laugh at our own expense and we always have a twinkle in the eye. We are never funny at the expense of our customers.

Our customers play for relaxation, excitement, and because it's fun. Therefore, we should write as entertainingly as possible. Of course, we need to be factual sometimes, but it is often possible to add a punchline at the end anyway.

What we are not

Let's dwell only a little bit on this - it's always better to talk about what you are than what you are not. But it can still be helpful to know for you who work with our communication in one way or another.

• We are state-owned but shall not be perceived as an authority.
• We are not pushy or sneaky.
• We are not cool, masculine or money fixated.
• We are Swedish but not part of the Swedish melancholy. We are in the entertainment business.
• Sure, it can be fun when things are a little twisted, but we're not that weird.
• We do not use "gambling-company lingo".