The Extraordinary General Meeting in Betsson AB (publ) (“Betsson”) has today decided to
distribute all shares in the subsidiary Cherryföretagen AB (publ) (“Cherryföretagen") as
dividends to the shareholders in Betsson.

The extraordinary general meeting decided that the record date for distribution of shares in
Cherryföretagen will be Monday, September 11, 2006. The last day for trading in the Betsson shares
including the right to distribution of shares in Cherryföretagen is September 6, 2006. The distribution is
in accordance with what is referred to as Lex ASEA rules, which means that the dividend is not subject
to tax in Sweden for both Betsson and the shareholders in Betsson.

The share distribution means that every 10 shares of series A in Betsson will entitle the holder to one
share of series A in Cherryföretagen, and every 10 shares of series B in Betsson will entitle the holder to
one share of series B in Cherryföretagen.

Shares in Cherryföretagen will be noted at “Aktietorget”. They are expected to be noted on the first
trading day, Tuesday September 12, 2006.

Gunnar Lind is President and CEO of Cherryföretagen and as a result of the distribution of
Cherryföretagen he will leave his position as Vice President of Betsson.

Board member Anders Holmgren has announced that he wishes to resign from the Board of Directors of
Betsson. Until the annual general meeting 2007, the Board will consist of six members and no deputies.
Anders Holmgren has been a member of the board in Betsson since 2005. The reason behind Anders
Holmgren’s resignation is difficulties to combine his current employment abroad with Board of Directors
duties in Betsson.

To illustrate the effects of the distribution of Cherryföretagen on Betsson, the pro forma income
statement and balance sheet in summary for Betsson as of June 30, 2006 are included as an annex to
this press release.

For further information, contact:
Pontus Lindwall, President and CEO, telephone: +46 (0)8-556 967 10, +46 (0)708-27 51 55, [email protected]