Svenska Spel targets at-risk gambling with new “game control” campaign

Svenska Spel has launched a new multi-channel advertising campaign aimed at increasing the awareness of at-risk gambling among its player base.

The “Together we have game control” campaign will run on TV, over-the-top (OTT) marketing, banner ads, online video and social media and will target Swedish players aged 25-59.

The campaign has been developed in conjunction with Swedish advertising agency Bloomy, which has worked with Svenska Spel on several high-profile advertising drives in the past.

Its purpose is to encourage continuous usage of Svenska Spel’s gambling control tools and to facilitate responsible gambling-led behaviour.

“We need to become better at telling about all the good we do to help our customers keep track of their gambling,” Svenska Spel head of marketing communication and activation Anna Ekström said.

“For an overwhelming majority in Sweden, gambling is somewhat positive, but we see that risk gambling has increased during the fourth quarter of this year and when we now go into a Christmas holiday where gambling often increases, then it is extra important to keep track,” she added.

Svenska Spel’s Game Check programme includes deposit limit functionality, player assessment tests and tools to show players gaming history and spending patterns to encourage reflection on gambling habits.

“By showing how easy and fast you can test if you are at risk with your gambling, we now want more people to test their gambling behaviour,” Svenska Spel communications manager André Lindgren said.

“As part of the campaign, we therefore want to visualise how fast it goes. There are several tests available on our website,” he added.