Inclusive language

We express ourselves so that everyone in Sweden understands what we do and why. And preferably in as positive a tone as possible - to emphasize that our mission is to provide joy and entertainment for all.

In order to meet all kinds of people, our messages and offers must always be easy to understand and absorb. That's why we are guiding and clear in our design.

Svenska Spel is for everyone. From Ystad to Haparanda. From Djursholm to Rosengård. That's why we show a wide range of people, activities and places. Three million Swedes gamble from time to time, which means that there are lots of lovely people to talk about, like our players.

Our offerings should feel accessible, attractive and interesting to the entire Swedish population. That's why we express ourselves briefly, naturally and simply. In a way that everyone can understand.

Everything we do is about people. All kinds - no matter where you live, what you do or what you look like - are just as important to us. Everyone should feel welcome at Svenska Spel. That's why we show ordinary people doing things that we humans do. And because games have the ability to build community, we like to show people doing things together.