The Swedish Gambling Authority has fined Svenska Spel Sport & Casino SEK100m (£7.5m) for failing to protect players from excessive gambling.
The regulator, Spelinspektionen, added that the company failed to help the 10 customers in question to reduce their gambling when there was reason to do so.
One customer whose playing habits were probed had a history of self-exclusion from Svenska Spel for six months between July 2020 and January 2021.
The same customer, whose taxed income amounted to SEK433,000 (£32,388), deposited approximately SEK85,000 (£6,357) into their account and lost SEK1.3m (£97,228).
A second customer had just turned 24, the regulator added, with both therefore “particularly deserving of protection.”
Svenska Spel said it takes the decision into consideration but “does not share the authority’s assessment.”
CEO and business area manager Fredrik Wastenson said the company is considering whether to appeal the ruling.
He said: “We take the Gambling Inspectorate's decision to heart. The inspection period covers October to December 2021 and we have already addressed many of the views.
“We have a high level of ambition in the work with our gaming responsibility. Since the duty of care was introduced in 2019, it has become clearer how it should be interpreted through the Gaming Authority's guidance and supervisory decisions.
“We have adjusted our work as the picture became clearer. We are constantly developing our work, our methods and technical ability to not only live up to the legislation but also our own high ambitions.”
Svenska Spel said it has “further developed” gambling responsibility in the time since the investigation.
Wastenson added: "When it comes to how the risk of gambling problems should be assessed, we start from an overall assessment of the customer's behaviour which is based on evidence-based research, our own effect measurements as well as current legislation.
“In its decision, the Swedish Gaming Authority makes a different assessment, which goes further than what can be deduced from the current regulations.”
