Sweden’s Miljonlotteriet Lottery Company

Miljonlotteriet is a lottery company based in the city of Mölnlycke in the Scandinavian country of Sweden, in Northern Europe.

Founded by entrepreneur Stig Kroon in 1964, Miljonlotteriet began as a three-person operation in which everybody did a bit of everything – from dealing with vendors to contacting winners. Today, Miljonlotteriet is a state-licensed Swedish lottery operator with 60 employees and relationships with hundreds of ticket vendors countrywide and online.

Miljonlotteriet is wholly owned by and incorporated into IOGT-NTO, a Swedish charitable organisation that deals primarily with alcohol- and drug-related social problems. Over the past decade and a half, Miljonlotteriet has contributed its entire surplus of over SEK 1.6 billion to this Swedish non-profit organisation.

Subscription and Online Games

The success of the Miljonlotteriet company is owed largely to the fact that it was the first Swedish lottery operator to offer lottery scratch tickets to players on a subscription basis. As a result of this and other factors, Miljonlotteriet has more than doubled its surplus revenue over the past 10 years.

More recently, in another pioneering move, Miljonlotteriet began offering scratch tickets – on both once-off and subscription bases – online at the Miljonlotteriet website. Meanwhile, players can still purchase Miljonlotteriet tickets at myriad offline retailers all over Sweden.

Furthermore, in response to changing markets and consumer demands, Miljonlotteriet now also offers several bingo games via all of these channels.

As Sweden’s second-largest lottery, Miljonlotteriet has 250 players who play in-store, online or via subscription. As such, the total annual turnover generated by Miljonlotteriet is in excess of SEK 500 million.

Miljonlotteriet Appears on Television

From 201, the Miljonlotteriet draw was aired live on the Swedish TV3 show “Miljonlotteriet Lyckohjulet” –  Miljonlotteriet Wheel of Fortune – with celebrity presenters Hans Wiklund and Hanna Graaf serving as co-hosts. Then, in mid-2013, it was aired on “Pengarna på bordet på” – Money on the Table – a Swedish television game show broadcast on TV4 and hosted by Paolo Roberto.

Miljonlotteriet Bingo and Scratch Cards

Whether Miljonlotteriet subscribers prefer lottery scratch tickets or bingo, each player must register for a Miljonlotteriet account in order to play.

  • Miljonlotteriet Scratch Tickets

The Miljonlotteriet lottery tickets come in the form of scratch cards, subscriptions to which can be purchased either at offline retailers or as virtual scratch cards online at the Miljonlotteriet website. The various Miljonlotteriet scratch card lottery games include the main game, Miljonlotteriet, as well as Resan, Tjugan, Guldbingo, Weekend, Tjugan x4, Tiokronan, Tiokronan x4, Femkronan, Skattjakten, and Pyramiden.

  • Miljonlotteriet Bingo Games

Alternatively, Miljonlotteriet players can choose from more than 15 different online bingo games. These games are developed by leading online casino software developer, NYX Gaming. The Miljonlotteriet bingo games are divided into two separate varieties and can be played at a cost of SEK 2 per card. Among the various features incorporated into the Miljonlotteriet bingo games by NYX is the option to play automatically whilst enjoying live chats with other players.

As a small portion of each bet goes into the pot, the Miljonlotteriet jackpot can grow into quite a substantial amount.