One phone. A new owner every week

As a state-owned gaming operator, Svenska Spel hasn’t exactly been the hottest name in social media. And although they've been one of the main sponsors of sports across the country for years, they were having a hard time staying relevant. We figured there had to be a better to than to just print their logo on the back of a jersey.

So we created Svenska Spel Telefonen (‘Svenska Spel’s Phone): An Instagram account with a new owner every week.

The idea was simple. One phone. No strings, no rules. Just an unfiltered look into the lives of some of our most beloved Swedish athletes. It started off with the all-star hockey player, Peter Forsberg and his very own homemade selfie-hockey stick. After a marvellous kickstart by Forsberg, the phone has been in the hands of a dozen athletes and teams. It has traveled to four different countries and even struck gold in the European U21 Football Championship. Since we first launched Svenska Spel Telefonen, the number of followers has grown by 8000%. Who knew a state-owned gaming operator could be so popular.

Check out Svenska Spel Telefonen on Instagram


Want to get nitty gritty on this one? Let Henrik walk you through it: +46 (0) 70 755 47 82 or


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