Swedish Gambling Award celebrates responsibility and innovation in the gambling industry


All initiatives, projects and campaigns that contribute to a more sustainable, modern and healthy gambling industry are welcome to participate in the awards. The initiative has to have been active during the past two years, either started, been on-going or ended.

You can participate in three main categories – Leadership, Sustainability and Customer Satisfaction. 

  • Within Leadership you can participate in two categories: Person and Organization
  • Within Sustainability you can participate in: two categories: Responsible gambling and Responsibility in Society
  • Within Customer Satisfaction you can participate in two categories: Effect & CSI and Marketing.

A winner will be chosen in each of these 6 categories.

It is free of charge to participate in Swedish Gambling Awards and there is no limit regarding the number of entries you submit. An individual entry may participate in several categories, but each entry must have its own application.

Person or organization – do you know someone who is an inspiration and the leading change leader in the gambling industry?

 The development of an industry happens by challenging old standards, that someone have the courage to step forward and do things in a new way. Listening to what is happening around us and understanding the development of society are key factors, as well as understanding how the demands, needs and expectations change when it comes to the customers.

As the hockey player Wayne Gretzky said: ”A good hockey player plays where the puck is. A great hockey player plays where the puck is going to be.”

Creating a successful change requires good leadership. A good leader is someone who has a clear vision, is courageous, dares to fail and is humble enough to share his/her knowledge.

Do you know of a person or organization with these qualifications? If you do, we hope you want to nominate the person or organization in this category.

Examples of entries:
Through its efforts, the person and/or the organization has:

  • has become a positive role model for a sustainable development of the gambling industry, thanks to a responsible leadership
  • has created an attractive, sustainable workplace and therefore became an inspiration within the industry
  • has shown courage to make an inconvenient decision affecting the outcome or the norm in order to contribute to a positive development
  • has challenged the industry with new knowledge and inspiration
  • has represented the industry within a certain area and influenced the opinion

Responsibility in caming – do you know of initiatives and projects that increase consumer protection, sustainability and improve the society.

Sustainability is as important today as introducing new products and services. Everybody should contribute to the society in a positive way when it social, economic and sustainable perspectives. The same applies to the gambling industry.

Gambling should be fun, an entertainment and something that is done as amusement. Unfortunately, there is always a certain risk with all products – that they can lead to an unhealthy level of gambling.

One of the most important areas for the gambling industry is responsibility in gambling. The gambling industry has a responsibility to minimize this risk. This can be done through a variety of actions and solutions: gambling responsibility tools that follow the player’s patterns, actions made when there are signs of problems, adjustments in the product itself, responsible marketing and dissemination of information.

Nobody should get in any kind of trouble because of their gambling – that should be our mutual goal as an industry. Have you found a way to increase consumer protection, sustainability or improve society? If you have, we hope you would like to participate with an entry in this category.

Examples of entries:

Through innovative thinking and good initiatives:

  • responsibility tools/systems for gambling has been developed
  • products that reduce the risk of gambling problems has been developed
  • communications and marketing have taken responsibility for the gambler
  • efforts have been made to reduce high risk gambling,
  • research projects have been started
  • gender equality, diversity and sustainability have been put in focus
  • the organization has helped to improve the society and the environment.



Satisfied customers – do you know of inspirational projects, initiatives and sustainable marketing efforts in order to get more satisfied and loyal customers?

It is said that man has always gambled and that gambling will always exist. We hope this is true, but today the gambling industry has tough competition from many other forms of entertainment that meet the same needs.

According to statistics, fewer in Sweden choose to spend their time and money on gambling for money. It’s more important than ever to keep the customers and make sure they are happy and satisfied.

Is it possible to keep gambling customers happy even if they don’t win the big jackpot that the marketing promised and said was possible? If you have found a solution that has increased customer satisfaction, we hope you would like to participate with an entry in this category.

Examples of entries:

Through innovative thinking and good initiatives:

  • the customer’s shopping experience has improved
  • customer experience and the dialogue has improved
  • products have been developed and now have an increased entertainment value
  • the customers get value for their money even if they don’t win
  • entertainment beyond the usual are offered
  • marketing has had a different message than big winnings, jackpots and bonuses.


How to participate

Participating in the Swedish Gambling Award is easy. You fill out an application where you describe and give a motivation for your entry:

Background »Explain why the initiative was taken and / or the background – what problem needed to be solved?Solution »Describe the initiative, or leadership, and how it fulfilled the challenge in a new or revised way.Result »What results have been achieved, or will be achieved, and what can be learned?


Explain why the initiative was taken and / or the background – what problem needed to be solved?


Describe the initiative or the leadership initiative and how that solved the problem in a new and innovative way.

Result »

What results have been achieved, or will be achieved, and what can be learned?


Submit your entry by Penetrace: create an account or log in if you already have an account.

An entry can be submitted in several categories but it has to be registered in each category. It is also possible to attach files to the entry which is done directly within the system in Penetrace. The content of the entry and the visual material may be used in external communications if your entry gets nominated or wins.

The jury honors and awards initiatives based on several criteria:

  • creativity and innovation
  • results and effect, based on common goals
  • changed customer behavior
  • changed attitudes and public opinion
  • an effort or ambition beyond the usual
  • an effort that can be used for others in the industry
  • an effort that is an inspiration to others in the industry (role model)

Tips from the coach!


All initiatives involved in developing the gambling industry in a sustainable direction are good entries! No project is too small. No project is too big. Share you work and be proud of what you have achieved. Were your entry not nominated last year – try again!


The most important is to have an easy explanation of the initiative. Explaing the challenge, the solution and the result. Make the entry easy to read and to understand.


To be able to earn public trust the gambling industry need to show positive examples of what is being done to make a sustainable change. Join this important work and show the gambling industry from another side.

Timings 2021/2022

Entry submission: November 15th, 2021 - February 7th, 2022

Jury work: February - March, 2022

Nominations/Finalists: March 11th, 2022

Prize ceremony & Winners announced: March 30th, 2022


Ann-Sofie Olsson, Jurymedlem Swedish Gambling Award

Ann-Sofie Olsson

Management Consultant Gambling

Anna Berggren

Management consultant
Business & Leadership

Mats Georgson​

CEO, Georgson & Co
Marketing and Brands

Hanna Riberdahl​

CEO Sveriges Annonsörer

Magnus Berglund, Jurymedlem Swedish Gambling Award

Magnus Berglund

CEO, Kinglet
Sponsoring and Gambling

Maria Kausits, Jurymedlem Swedish Gambling Award

Maria Kausits

CEO, Regi Research & Strategi

Leif Almgren

Senior Gambling Consultant

Questions and answers

The Swedish Gambling Award will put the spotlight on good initiatives for increased responsibility and a sustainable development of the gambling industry. Courage, innovation and role models should be praised, in hope of inspiring others to follow the same path.

Founder of the Swedish Gambling Award is the Swedish Gambling Association, Sper. For the first time ever, SPER is doing the awards in collaboration with Bos in 2021/2022. And the award is aimed at everyone in the gambling industry, whether they are members of Sper or not. An independent jury appoints those who will be nominated and the winners.

The award means that initiatives from the gambling industry, or operators involved in the gambling industry, can participate. The winners are rewarded with a diploma and the honour of winning. The initiatives will also be highlighted as good examples in forthcoming communications and seminars by Sper.
All operators in the gambling market who have a Swedish license to provide gambling for money / will be given a license in Sweden can apply. Also suppliers of products and services to the gambling industry in Sweden, such as game developers, marketers, advertisers, payment solutions and analysts.

The entry must have been relevant during the past two years: started, on going or completed. If it was initiated several years ago but still part of the current business it can be enered.

The company or organisation that participate does not need to be situated in Sweden. The requirement is that the organisation turn to Swedish consumers and, if a gambling operator participate, that they have/will have a Swedish permit to provide gambling for money.

Participation in the Swedish Gambling Award is free of charge.

Ansökan kan göras på svenska eller engelska.

The application can be made in Swedish or English.

There is no limit to the number of entries that can be submitted. Though if a company wants to participate in several categories with the same entry one entry per category must be submitted.

The last date to submit an entry is February 7th, 2022.

An application may be sent by a gambling operator, a supplier or partner. But, the subject of the application must be informed that a entry has been submitted.

The jury consists of seven persons, one of whom is chairman. The individuals possess knowledge in leadership, sustainability, communication and marketing. The jury is independent, and their decisions cannot be appealed.

The jury nominate initiatives based on whether they have demonstrated creativity and innovation, influenced customer behaviour, demonstrated an effort or ambition beyond the usual, have inspired others, can be used by others in the industry or have created opinion or influenced attitudes.

The nominations/finalists will be announced on March 11th, 2022.

The winners will be announced March 11th, 2022.

It is not possible to participate anonymously or to submit anonymous entries, it must be clear who is the sender. On the other hand, sensitive information will not be published, such as information that the jury receives as part of the application.


If you have questions about the Swedish Gambling Award feel free to contact us.  Use the form or send a mail to swedishgamblingaward@gmail.com