Svenska Spel

Svenska Spel Sport & Casino is a state-owned betting and gambling company that prides itself on responsible gambling and easy onboarding for new users.

The key purpose of this home page is discovery. Users should be able to see the most popular upcoming matches at a glance, as well as being able to explore our selection of games.

There are some meaningful differences for logged in users. Users who are not logged in will see what we called the "good will banner", a curated space where Svenska Spel can promote its values or celebrate recent big winners. In a world where shady online gambling is far too normal, Svenska Spel uses this space to communicate trust and safe betting.

Users can also purchase ready-made games, called PIX, which have a unique business case. You can read more about those in this case study.