Introduction: Director General

HÅKAN HALLSTEDT

Is horse racing a dying business?

Franc

e

Hong

Kong

UKIta

ly

Norway

Finlan

d

Denm

ark

0

500

1,000

1,500

2,000

2,500

3,000

3,500

2013201420152016

“The reports of my death have been greatly exaggerated” Mark Twain

Horse Racing, $m, GGR

Source: H2 Gambling Cap, Gambling Commission, PMU

ATG turnover 2010-2013, $m

The Swedish perspective – sales development

Q1-10Q3-10

Q1-11Q3-11

Q1-12Q3-12

Q1-13Q3-13

Q1-14Q3-14

400

420

440

460

480

500

520

540

Q1-13

Q2-13

Q3-13

Q4-13

Q1-14

Q2-14

Q3-14

400

420

440

460

480

500

520

540

ATG turnover 2013 Q1-2014 Q3, $m

Source: Swedish Gambling Authority

Turning point?

• Aging target group and the perception of the new consumer?

• The transaction – adaption to AML compliance – too little, too slow?

• Cross border operation need further transparency and overall due diligence.

• Improvement of gamblers security. • Lag of technology.• Product development and fresh look

on revenue models.

To conclude:

Dying? – Never, but structural change and adaption seem necessary.