Svenska Spel introduces coupon-free gambling at Pressbyrån

in Lottery

Svenska Spel launches a pilot project with coupon-free gambling at four selected Press Agency stores around the country. The purpose is to test a new surface-efficient concept that suits smaller stores in city locations and investigate what customers think about playing completely digitally.

For the first time ever, Svenska Spel is testing to offer games completely without coupons in store. The test is performed together with Reitan Convenience Sweden in four Press Agency stores in Stockholm, Jönköping, Östersund and Kalmar.

- This is a historical development for us at Svenska Spel. Our thousands of agents are incredibly important to us and in this way we can take them into a new era, says Carolina Swaffer, head of retail and customer service at Svenska Spel.

The backgrounds to the test are several. On the one hand, Svenska Spel and Pressbyrån have a common goal of working coupon-free and digitally from a sustainability perspective. On the one hand, Pressbyrån has announced that games and lotteries are not prioritized in new establishments, as the stores are often quite small and the gaming corners take up some space. Svenska Spel has therefore developed a new surface-efficient gaming venue with digital screens, which has appealed to Pressbyrån.

- For us at Reitan, we have requirements for surface efficiency, and then it is good to get rid of the paper coupons. We go to smaller stores in traffic-dense areas, and then the classic Swedish Game Corner ends up in the risk zone. Until now, says Jonny Lönn, category manager Non Food at Reitan.

- We know it is becoming more and more important to use the store space optimally and with the new flexible playground, it will be very space efficient. At the same time, we are taking a big step in our joint sustainability work by not having any physical coupons and printed marketing material. I am convinced that this is the future for us, especially in city locations, says Carolina Swaffer.

All games in digital screens The
requirement has been that the playground should be able to stand free on the floor, take up some space and that two people should be able to play at the same time.

- We had a meeting with Reitan about a year ago where we presented the self-service function in our screens connected to a new surface-efficient playground. Reitan felt that this should suit their customers and staff. The advantage for Pressbyrån's employees is that they also save time by not having to top up coupons and update campaign material, says Torgny Lilja, store concept manager at Svenska Spel.

The digital screens contain the entire Svenska Spel range, apart from tickets that are still sold over the counter. As a customer, you place your bet directly on the screen where you enter your social security number and then identify yourself and pay at the checkout.

The test lasts for six months and will be evaluated in the meantime. Both Svenska Spel and Reitan are very interested in seeing how customers receive the news.

- I think they will think this is fantastic, says Jonny Lönn.

The store at Klarabergsgatan 29 in Stockholm has had the new venue in place for about two weeks. They have previously only offered Svenska Spel's tickets, but with the new venue can offer Svenska Spel's entire range. The initial reactions from customers have been positive.

- It has gone very well and those who come in appreciate this. The environmental perspective is much better, the game becomes easier and the rules are clear. I have great confidence in this, says merchant Salimkhan Afeworki.