Svenska Spel is Sweden's largest gaming company and is 100% state-owned. It offers various lottery games, casino games, and Vegas slots throughout Sweden via retailers, online, mobile apps, and four casinos. In 2009, Svenska Spel donated 500 million SEK to sports organizations and had total net gaming revenue of 9.9 billion SEK. Svenska Spel emphasizes responsible gaming through various prevention tools, information campaigns, training programs, and partnerships to support those struggling with problem gaming.

1. Welcome to Svenska Spel - The biggest gaming company in Sweden

2. Svenska Spel 2009 in summary Started in 1997 after a merger ofPenninglotteriet 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.

3. 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.

4. Svenska Spel 2009 in summary 500 million to the Swedish Sports Confederation 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

5. Our stakeholders Board Media Manage- ment Employ-ees Competi-tors Customers Interest organisa-tions Svenska Spel 2009 Retailers/Business partners Local community National community Owner Authorities Global community Suppliers Partners

6. 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.

7. The Swedish gaming market 2009 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)

8. Our assignment Social 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 goals Customers – Responsibility – Profit - Employees

9. Our organisation Six spheres of activities Four staff units CEO from February 2009: Meta Persdotter Staff units Spheres of activities

10. Our values Gaming pleasure & Working pleasure Care & Profit Power to act & Reflection

11. 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.

12. Our games –attractive new games and popular classic games

13. Our marketing – a part of responsible gaming Triss, Tia Bingolotto Lotto 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) Oddset Restaurant casinos Keno Casino Poker VLTsBingo Foreign internet sites

14. 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.

15. 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.

16. 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.

17. 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.

18. 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.

19. 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.

20. 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

21. 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.

22. 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

23. Responsible gaming on Vegas VLTs Broadened actions on VLTs It 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. ! Age verification. Regular controls that the business partners’ follow regulations on age control. Information on Support Line. Screen clock.

24. Responsible gaming at our casinos ! Broadened actions at Casino Cosmopol The 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. 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.

25. 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.