Svenska Spel secures new retail deal with Elon

Swedish gambling operator Svenska Spel has entered into a new partnership with national retail store chain Elon.

Under the agreement, Elon stores across Sweden will now be able to sell Svenska Spel’s physical products such as its Triss scratch-cards.

The new agreement marks the first time that Svenska Spel will work with a retail store that sells consumers goods. The operator only previously allowed its products to be sold at classic gaming and tobacco stores, grocery shops and ‘on-the-go’ stores such as petrol stations.

“We are entering a whole new industry with the cooperation with Elon, so this is very big for us,” Svenska Spel’s head of retail and consumer service Carolina Swaffer said. “Elon dares to pave the way for others and it will be a very exciting collaboration that will be interesting to see how it develops.

“It can take time to get this started, customers have to get used to being able to buy their Triss from Elon, but there are great opportunities to get really good sales started. We dream of becoming a natural partner for the entire Elon chain.”

Kalle Cers, who owns six Elon stores in Stockholm and Mälardalen, added: “The customer expects the tickets to be there. You almost look for them at large chains.

“If I'm off for a birthday celebration or dinner, then I've solved that problem, too. It is the perfect gift for adults who have it all.”

The new partnership comes after Svenska Spel last month announced a decline in revenue and profits in 2019, in what chief executive Patrik Hofbauer called “the most tumultuous year in the history of the group and the [Swedish] gaming industry.”