Svenska Spel appoints Narva as new PR agency

Svenska Spel, Sweden’s state-owned gambling company, has appointed Narva Communications as its new corporate communications agency. Following a competitive procurement process, Narva emerged as the preferred partner and will be responsible for a wide range of communication services, including strategic support, public affairs, financial communications, and report production.

The partnership is set to commence in May 2025 and will initially run for a two-year period, with the option to extend the contract for an additional one or two years.

Rigorous selection process based on strategic and analytical expertise

According to Andreas Jerat, Head of Corporate Communication at Svenska Spel, the agency selection was the result of a highly competitive tender involving some of Sweden’s most renowned firms in corporate communication. He emphasized that Narva’s strengths in strategy, analytics, and its comprehensive understanding of Svenska Spel’s mission distinguished it from other contenders.

“We received high-quality bids from some of Sweden’s leading agencies in corporate communication,” Jerat said in a formal statement. “After a thorough evaluation process, Narva was the agency that received the highest score. They have demonstrated great strategic acumen, strong analytical skills and a very good understanding of Svenska Spel’s mission and communication needs.”

Expanding the communications mandate

Narva’s responsibilities extend far beyond traditional PR functions. Under the new contract, the agency will provide guidance in corporate messaging, manage public affairs strategy, and support Svenska Spel’s financial communications. A key component of the assignment will also be the production of the company’s annual and sustainability reports — critical tools for stakeholder transparency and ESG (Environmental, Social, Governance) engagement.

This multifaceted approach underscores Svenska Spel’s commitment to not only operating responsibly in a regulated market but also communicating effectively with the public, policymakers, investors, and the broader gaming industry.

A proud milestone for Narva Communications

Frida Dahlgren, CEO of Narva Communications and account manager for the Svenska Spel assignment, expressed pride in the partnership and emphasized the agency’s commitment to elevating Svenska Spel’s brand.

“We are extremely proud that Svenska Spel has chosen Narva as a partner for its group communications,” said Dahlgren. “Svenska Spel is one of Sweden’s most well-known brands with an important social mission. We look forward to working with them to develop communications and help further strengthen the image of Svenska Spel as a role model for games that are offered in a safe and responsible manner.”

About Narva Communications

Based in Stockholm, Narva Communications is a leading Swedish agency specializing in corporate communications, sustainability strategies, investor relations, and public affairs. Known for its strategic depth and ability to translate complex corporate narratives into clear, engaging messaging, Narva serves a wide range of clients across sectors, including finance, healthcare, energy, and public services.

The firm has built a reputation for aligning communication with organizational purpose, with a strong focus on ethical and transparent practices. Narva’s expertise in sustainability reporting and integrated communication has positioned it as a trusted advisor in the Nordic communications landscape.

About Svenska Spel

Founded in 1997, Svenska Spel is Sweden’s state-owned gambling operator and one of the most recognized brands in the country. It offers a variety of products ranging from lottery and number games to sports betting and casino games. As a state-owned company, Svenska Spel is tasked with maintaining public trust, upholding responsible gaming standards, and returning profits to the benefit of Swedish society.

In addition to its commercial activities, Svenska Spel is widely acknowledged for its efforts in promoting healthy gaming habits and for being a trailblazer in consumer protection within the gaming sector. The company invests heavily in research and tools to prevent gambling addiction and actively supports various community and sports initiatives throughout Sweden.

The importance of corporate communication in the gaming industry

In the regulated and often scrutinized gambling industry, effective corporate communication is more than a business function — it is a strategic imperative. Companies like Svenska Spel must navigate evolving regulations, public expectations, and technological advancements, all while maintaining transparency and social responsibility.

This makes the role of communications agencies particularly vital. By bringing in Narva, Svenska Spel aims to bolster its reputation, deepen its stakeholder relationships, and articulate its corporate mission more effectively. With increased attention on ESG standards, climate responsibility, and corporate ethics, agencies that can synthesize these themes into cohesive communication strategies are increasingly in demand.

Key goals of the partnership

The collaboration between Svenska Spel and Narva Communications is expected to focus on several strategic goals:

• Reinforcing Svenska Spel’s social mission: Emphasizing its commitment to safe and responsible gambling practices.
• Enhancing stakeholder communication: Strengthening transparency with stakeholders through detailed reporting and consistent messaging.
• Improving policy influence: Supporting the company’s public affairs efforts to maintain constructive dialogue with regulators and policymakers.
• Elevating brand reputation: Enhancing the perception of Svenska Spel as a modern, ethical, and socially conscious operator.
• Driving sustainability narratives: Positioning the company as a leader in ESG reporting and climate-conscious gaming operations.

A future-oriented partnership

With this new appointment, Svenska Spel is not only investing in external communications but is also reaffirming its commitment to being a role model in the gaming sector. The collaboration with Narva is set to shape how the company engages with the public, addresses societal concerns, and adapts to the rapidly evolving communications environment.

As Svenska Spel continues to navigate digital transformation, shifting consumer behaviors, and increasing scrutiny on corporate responsibility, the partnership with Narva may serve as a blueprint for other companies aiming to elevate their corporate communications in a complex regulatory environment.

Conclusion

The appointment of Narva Communications as Svenska Spel’s new corporate communications agency marks a strategic and forward-thinking step for one of Sweden’s most recognized and socially responsible gaming companies. In selecting a partner with demonstrated expertise in strategic messaging, public affairs, and sustainability reporting, Svenska Spel is reinforcing its commitment to transparent, ethical, and impactful communication.

This collaboration is not just about managing public perception; it is about shaping meaningful dialogue with stakeholders, policymakers, and the public in an era where accountability and corporate responsibility are paramount. As Svenska Spel continues to navigate the complexities of a regulated industry, the insights and capabilities brought by Narva Communications will play a critical role in advancing the company’s mission.

With a shared vision rooted in responsibility, innovation, and clarity, the partnership between Svenska Spel and Narva sets a strong foundation for enhanced corporate engagement and long-term brand integrity.

FAQs

Who is Svenska Spel's new corporate communications agency?
Narva Communications has been appointed as Svenska Spel’s new agency for corporate communications starting May 2025.

What was the selection process for the new agency?
Svenska Spel conducted a rigorous evaluation of several top Swedish agencies and selected Narva based on its strategic and analytical strengths.

What services will Narva provide to Svenska Spel?
Narva will support strategic communications, public affairs, financial communication, and the production of annual and sustainability reports.

How long is the agreement between Svenska Spel and Narva?
The agreement is valid for two years beginning May 2025, with the option to extend it for up to two more years.

Why did Svenska Spel choose Narva Communications?
Narva demonstrated strong strategic acumen, analytical capabilities, and a deep understanding of Svenska Spel’s communication needs.

What is the significance of this partnership?
This collaboration underscores Svenska Spel’s commitment to responsible communication and corporate transparency.

Who is Frida Dahlgren?
Frida Dahlgren is the CEO of Narva Communications and will also serve as the account manager for the Svenska Spel assignment.

What is Narva’s reputation in the communications industry?
Narva is known for its expertise in strategic communications, sustainability, public affairs, and investor relations across various sectors.

What is Svenska Spel’s mission?
Svenska Spel aims to offer safe and responsible gambling experiences while contributing positively to Swedish society.

How does this partnership align with industry trends?
The partnership reflects growing expectations for corporate transparency, ESG reporting, and socially responsible communication in the gaming industry.