T he m a rk e TTriss is today the most well known, most appreciated and most used instant ticket lottery in the Swedish lottery market. Despite a myriad of competing instant tickets, Triss has succeeded in reinforcing its position as the Swedes’ all-time favourite with its famous slogan »Suddenly it happens«.

With a market share of 43 percent (2008), Triss has the largest share of the Swedish lottery market and holds the top position on the ranking list for the five most recognized games« (89 percent), «the most appreciated game« (66 percent), «the five most attrac-tive games« (89 percent) as well as «the five most played games« (66 percent). Source: Spelkartläggningen 2008 – Annual Player Survey.

achie v emen T sThe fundamental concept behind Triss is that anyone can win, at any time. Every day that goes by without buying a Triss means you have missed another opportunity to win. To scratch a Triss ticket is like keeping your hopes up that each day can bring new sur-prises, large or small.

More than half of Sweden’s population buys Triss and today Triss is one of the strongest brands in Sweden. In 2008, sales amounted to 3,3 billion kronor.

Triss is Sweden’s most common instant ticket with about 4.3 million unique customers per year. The tickets are sold by approximately 6 700 representatives in convenience stores, newsagents and other authorized vendors. Triss is also played on the Internet via Svenska

Spel’s various sport associations as well as via subscriptions.

Sales are divided between stores (92 percent), the Internet (five percent), sports associations (two percent) and subscriptions (one percent). During 2008, Triss generated 142 millionaires, 59 winners of Clover of The Month (Månadsklövare) and 396 TV-Triss winners.

his T oryTriss is owned by AB Svenska Spel which was founded in 1997 when the Swedish govern-ment merged the two businesses Penninglot-teriet and Tipsjänst. At the same time, Sven-ska Spel’s new head office was established in Visby which was also the location for Pen-ninglotteriet. Penninglotteriet stems from the famous lottery which was held in Stockholm in 1757 to finance a statue of the king, Gustav II Adolf. The state assumed the ownership of Penninglotteriet in 1943.

Svenska Spel’s sales operations are carried out via approximately 6 700 representatives, 2 000 restaurants, pubs and bingo halls, on the internet as well as through approximately 2 000 sports associations.

Triss was launched in 1986 and was the first instant ticket to be sold via authorized shops in Sweden. The most anyone could win was 100 000 kronor. Since then, it has done nothing but increase in popularity.

In 1994, the popular TV-Triss was intro-duced whereby the winner gets to appear live on the TV4 morning show »Nyhetsmorgon« and scratch a ticket to win between 50 000 and five million kronor. Three years later, the

company launched »Clover Prize«, a monthly win which gave the winner a chance to scratch a monthly win on live TV of 10 000 to 25 000 kronor for the next 10 to 25 years.

In 2003, Dubbel-Triss became a perma-nent feature of the Triss lottery portfolio. It started as a campaign lottery, but was so well received by both players and representatives that it was allowed to continue. The same year, Triss was launched on the internet, giving players the possibility to buy an instant ticket online.

In 2007, the highest winnings on Clover Prize was changed to 50 000 kronor a month for 25 years.

T he producTThere are several reasons why people feel compelled to buy a Triss. The most important and most obvious one is the dream of becom-ing financially independent. But for many people it is also about the sensation of being a winner, a feeling that can be experienced even with a small win. Other people are moti-vated by the excitement of the moment when

they scratch the ticket. Motivation varies from person to person, but deep down there is that strong belief in everyone that sooner or later it will be their lucky day.

With a Triss, the buyer scratches one play area to reveal nine symbols, each one revealing an amount of money. If three similar amounts are revealed, that amount will be the winnings. In recent years, another play area has been added that makes it possible to multiply the winnings by one, two or ten. The most that can be won in one go through scratching is one million kronor, and the most common amount paid out is 50 kronor.

On some occasions, Svenska Spel has also offered special editions where the potential winnings on one instant ticket has been ten million kronor. A Triss instant ticket costs 25 kronor and the odds of winning are one in five.

recen T de v elopmen T sOne of the reasons for the success of the Triss concept is the communications programme that was launched in 2001. Everyone is very familiar with the slogan «Suddenly it hap-pens«. Triss is an easy way to add a little extra thrill to your normal day, a thrill that might just change your life. The communications programme dramatizes both hope (never stop believing, nothing is impossible), «A lucky chance« and «Surprise« (it can happen to anyone, any time).

Triss is aimed at everyone, even those who ordinarily are not attracted by gaming. Svenska Spel’s challenge is to get the Swed-ish people to think about Triss more often, and to encourage the hope that »next time it will be my turn«. All Swedes (over 18 years old) should be made to feel that the slogan «Suddenly it happens« applies to everyone, as everyone can win. Triss’ vision is to become an even more natural part of people’s lives, every day of the year.

• Trisshas4.3millioncustomers.

• Trisshasanannual turnoverofabout3.3

billion kronor.

• About340000Trissinstantticketsaresold

every day and more than 2 million people win

playing Triss every month.

• Eachyear,Trisscreatesabout140newmil-

lionaires, 60 Clover of the Month winners and

about 300 TV-Triss winners.

Things you didn't know about Triss

m a rk e T ingTo become the players’ first choice is one

of the company’s main strategies. In order to succeed, the marketing efforts must be attractive and balanced. Under the banner »Responsible Gaming«, people are informed about the importance of setting clear limits for their own gaming. Svenska Spel’s market-ing must always follow the company’s ethical guidelines which are considerably stricter than those required by law.

Campaigns are a large part of Triss’ market-ing strategy. Triss focuses heavily on getting extensive exposure on the most important sales channels, the stores and on the internet. Purely from a visual point of view, Triss is recognized by its black text against a yellow background, which makes a strong visual impact in the stores where the Triss cards are sold.

Marketing is also conducted using outdoor advertising, print, radio and TV which is a major factor behind Triss’ success story, as the game has received a lot of support from advertisements associated with the TV4 morn-ing show »Nyhetsmorgon«.

During 2009, Triss ran an especially suc-cessful campaign with Super Clover Prize which was marketed in stores, on the internet as well as through a number of media chan-nels. The instant ticket was sold only as a special edition for a limited period. Super Clover of the Month paid out a record win of 100 000 per month for 25 years. In other words, a temporary doubling of the normal highest win for the Clover Prize win.

Through its products and marketing, Triss aims to convey the following core values:

• Surprise–Trissofferssudden,unexpectedand happy events

• Simplicity–alotofthingsinlifeareextremelycomplicated. Triss is not one of them. Triss wants to simplify and improve people’s daily lives.

• Excitement– themagic in themomentofscratching. Imagining that today could be my turn...

Br a nd va lue sSvenska Spel spreads joy to millions of people every day in a safe, secure and considerate environment. The company is perceived as a leader in the gaming industry when it comes to Responsible Gaming, and during the year received the global World Lottery Association prize for just that.

In addition to the fun of playing, consid-eration for the customer is Svenska Spel’s most important brand value. It means that the company has developed specific tools to make it easy for players to keep their gaming under control. The fact that the company avoids marketing games that may involve a high risk of becoming compulsive and also forces Internet players to state how much they can afford to lose per week, are just two examples of this policy.

100 percent of the profit is returned, either to the players in the form of winnings, or to the Swedish people as a whole, as the money remains in the country to be used for the benefit of society. For example, more than one billion kronor of the profit is used annually to support children’s and young people’s sports associations and other organizations.

8 6 s uperBr a nd s s uperBr a nd s 87

T he m a rk e TTriss is today the most well known, most appreciated and most used instant ticket lottery in the Swedish lottery market. Despite a myriad of competing instant tickets, Triss has succeeded in reinforcing its position as the Swedes’ all-time favourite with its famous slogan »Suddenly it happens«.

With a market share of 43 percent (2008), Triss has the largest share of the Swedish lottery market and holds the top position on the ranking list for the five most recognized games« (89 percent), «the most appreciated game« (66 percent), «the five most attrac-tive games« (89 percent) as well as «the five most played games« (66 percent). Source: Spelkartläggningen 2008 – Annual Player Survey.

achie v emen T sThe fundamental concept behind Triss is that anyone can win, at any time. Every day that goes by without buying a Triss means you have missed another opportunity to win. To scratch a Triss ticket is like keeping your hopes up that each day can bring new sur-prises, large or small.

More than half of Sweden’s population buys Triss and today Triss is one of the strongest brands in Sweden. In 2008, sales amounted to 3,3 billion kronor.

Triss is Sweden’s most common instant ticket with about 4.3 million unique customers per year. The tickets are sold by approximately 6 700 representatives in convenience stores, newsagents and other authorized vendors. Triss is also played on the Internet via Svenska

Spel’s various sport associations as well as via subscriptions.

Sales are divided between stores (92 percent), the Internet (five percent), sports associations (two percent) and subscriptions (one percent). During 2008, Triss generated 142 millionaires, 59 winners of Clover of The Month (Månadsklövare) and 396 TV-Triss winners.

his T oryTriss is owned by AB Svenska Spel which was founded in 1997 when the Swedish govern-ment merged the two businesses Penninglot-teriet and Tipsjänst. At the same time, Sven-ska Spel’s new head office was established in Visby which was also the location for Pen-ninglotteriet. Penninglotteriet stems from the famous lottery which was held in Stockholm in 1757 to finance a statue of the king, Gustav II Adolf. The state assumed the ownership of Penninglotteriet in 1943.

Svenska Spel’s sales operations are carried out via approximately 6 700 representatives, 2 000 restaurants, pubs and bingo halls, on the internet as well as through approximately 2 000 sports associations.

Triss was launched in 1986 and was the first instant ticket to be sold via authorized shops in Sweden. The most anyone could win was 100 000 kronor. Since then, it has done nothing but increase in popularity.

In 1994, the popular TV-Triss was intro-duced whereby the winner gets to appear live on the TV4 morning show »Nyhetsmorgon« and scratch a ticket to win between 50 000 and five million kronor. Three years later, the

company launched »Clover Prize«, a monthly win which gave the winner a chance to scratch a monthly win on live TV of 10 000 to 25 000 kronor for the next 10 to 25 years.

In 2003, Dubbel-Triss became a perma-nent feature of the Triss lottery portfolio. It started as a campaign lottery, but was so well received by both players and representatives that it was allowed to continue. The same year, Triss was launched on the internet, giving players the possibility to buy an instant ticket online.

In 2007, the highest winnings on Clover Prize was changed to 50 000 kronor a month for 25 years.

T he producTThere are several reasons why people feel compelled to buy a Triss. The most important and most obvious one is the dream of becom-ing financially independent. But for many people it is also about the sensation of being a winner, a feeling that can be experienced even with a small win. Other people are moti-vated by the excitement of the moment when

they scratch the ticket. Motivation varies from person to person, but deep down there is that strong belief in everyone that sooner or later it will be their lucky day.

With a Triss, the buyer scratches one play area to reveal nine symbols, each one revealing an amount of money. If three similar amounts are revealed, that amount will be the winnings. In recent years, another play area has been added that makes it possible to multiply the winnings by one, two or ten. The most that can be won in one go through scratching is one million kronor, and the most common amount paid out is 50 kronor.

On some occasions, Svenska Spel has also offered special editions where the potential winnings on one instant ticket has been ten million kronor. A Triss instant ticket costs 25 kronor and the odds of winning are one in five.

recen T de v elopmen T sOne of the reasons for the success of the Triss concept is the communications programme that was launched in 2001. Everyone is very familiar with the slogan «Suddenly it hap-pens«. Triss is an easy way to add a little extra thrill to your normal day, a thrill that might just change your life. The communications programme dramatizes both hope (never stop believing, nothing is impossible), «A lucky chance« and «Surprise« (it can happen to anyone, any time).

Triss is aimed at everyone, even those who ordinarily are not attracted by gaming. Svenska Spel’s challenge is to get the Swed-ish people to think about Triss more often, and to encourage the hope that »next time it will be my turn«. All Swedes (over 18 years old) should be made to feel that the slogan «Suddenly it happens« applies to everyone, as everyone can win. Triss’ vision is to become an even more natural part of people’s lives, every day of the year.

• Trisshas4.3millioncustomers.

• Trisshasanannual turnoverofabout3.3

billion kronor.

• About340000Trissinstantticketsaresold

every day and more than 2 million people win

playing Triss every month.

• Eachyear,Trisscreatesabout140newmil-

lionaires, 60 Clover of the Month winners and

about 300 TV-Triss winners.

Things you didn't know about Triss

m a rk e T ingTo become the players’ first choice is one

of the company’s main strategies. In order to succeed, the marketing efforts must be attractive and balanced. Under the banner »Responsible Gaming«, people are informed about the importance of setting clear limits for their own gaming. Svenska Spel’s market-ing must always follow the company’s ethical guidelines which are considerably stricter than those required by law.

Campaigns are a large part of Triss’ market-ing strategy. Triss focuses heavily on getting extensive exposure on the most important sales channels, the stores and on the internet. Purely from a visual point of view, Triss is recognized by its black text against a yellow background, which makes a strong visual impact in the stores where the Triss cards are sold.

Marketing is also conducted using outdoor advertising, print, radio and TV which is a major factor behind Triss’ success story, as the game has received a lot of support from advertisements associated with the TV4 morn-ing show »Nyhetsmorgon«.

During 2009, Triss ran an especially suc-cessful campaign with Super Clover Prize which was marketed in stores, on the internet as well as through a number of media chan-nels. The instant ticket was sold only as a special edition for a limited period. Super Clover of the Month paid out a record win of 100 000 per month for 25 years. In other words, a temporary doubling of the normal highest win for the Clover Prize win.

Through its products and marketing, Triss aims to convey the following core values:

• Surprise–Trissofferssudden,unexpectedand happy events

• Simplicity–alotofthingsinlifeareextremelycomplicated. Triss is not one of them. Triss wants to simplify and improve people’s daily lives.

• Excitement– themagic in themomentofscratching. Imagining that today could be my turn...

Br a nd va lue sSvenska Spel spreads joy to millions of people every day in a safe, secure and considerate environment. The company is perceived as a leader in the gaming industry when it comes to Responsible Gaming, and during the year received the global World Lottery Association prize for just that.

In addition to the fun of playing, consid-eration for the customer is Svenska Spel’s most important brand value. It means that the company has developed specific tools to make it easy for players to keep their gaming under control. The fact that the company avoids marketing games that may involve a high risk of becoming compulsive and also forces Internet players to state how much they can afford to lose per week, are just two examples of this policy.

100 percent of the profit is returned, either to the players in the form of winnings, or to the Swedish people as a whole, as the money remains in the country to be used for the benefit of society. For example, more than one billion kronor of the profit is used annually to support children’s and young people’s sports associations and other organizations.

8 6 s uper Br a nd s s uperBr a nd s 87