CEO LETTER

New Leadership

I am excited to take on the role as CEO of Fable Media Group as of 1 August. It is a great responsibility, but also an exciting opportunity. I would like to thank the Board for the confidence they have placed in me.

At the same time, I want to thank Alexander Pettersson for his work as CEO and the strong foundation he has helped build. As he continues in the role of CFO, I am very pleased that we will keep working closely together. His deep knowledge of the business, our finances and our partners will remain an important asset to Fable Media Group.

A Strong Quarter with Continued Underlying Growth

Turning to the second quarter, I am pleased to see continued growth across the business, with both revenue and profitability developing positively year-on-year. Net sales increased by 19 percent, while EBITDA increased from SEK 11.1 million to SEK 13.0 million. First-Time Depositors increased from 13,790 in Q1 to 17,075 in Q2, following the opening of new opportunities in selected markets where we were able to increase our customer acquisition.

The second quarter coincided with the FIFA World Cup in the US, Mexico and Canada, the largest sporting event in the world. The tournament naturally contributed to increased activity across the betting market, while we maintained a disciplined approach to customer acquisition. We remained selective in our marketing investments and only pursued FTD volume where we found the underlying economics attractive.

During the quarter, we also strengthened our operational focus, including expanding our use of AI in our day-to-day work. Our aim is simple: to improve efficiency and allow our teams to focus more on where they create the most value.

Continued Commitment to Shareholders

In July, we paid our fourth dividend since launching our dividend strategy in September 2025. We remain committed to rewarding our shareholders with industry-leading dividends while at the same time investing in the growth of the business.

At the end of September, we will hold an Extraordinary General Meeting where the Board will propose an additional dividend of SEK 0.20. This reflects our continued ambition to balance investments in the business with returning capital to our shareholders.

A Strong Start to the Third Quarter

Despite July traditionally being one of the quieter months of the year, we have seen a strong start to the quarter. 

While the World Cup contributed to increased betting activity, the ongoing underlying growth of the company has been the main driver of the strong Q2 and a very good start to Q3. 

Following the first half of 2026, we have taken a clear step in the right direction towards our full-year guidance. We therefore reiterate our 2026 guidance of net sales of SEK 70-85 million and Adjusted EBITDA of SEK 45-55 million. Our focus for the remainder of the year remains on executing our strategy, maintaining discipline in customer acquisition and continuing to deliver profitable growth.

Carl Magnusson
CEO, Fable Media Group AB