ATG targets “optimisation” with commercial reorganisation
Swedish market leader makes structural changes to sales department and management changes to Ecosys subsidiary
Swedish horseracing operator ATG has begun a structural reorganisation of its commercial functions in a bid to “optimise” the business.
From 1 August, the operator’s sales, marketing and product and business development departments will all be merged into one single commercial department.
As part of the changes, ATG’s current chief sales officer, Katarina Widman, has been appointed to the post of chief commercial officer and will head up the new commercial department.
Sten Andersen, ATG’s chief marketing and public relations officer will become a senior advisor to the new department.
ATG CEO Hasse Lord Skarplöth said the operator’s previous organisational structure had “successfully piloted ATG into the new gaming market,” but welcomed the changes being made.
“Now the next challenge awaits, to give our customers the very best gaming experience on every occasion and in all channels. Therefore, we optimize this work – from our brands and products to customer communication – in one and the same department,” Skarplöth added.
ATG is the early leader in Sweden’s reregulated market.
In addition to the changes to ATG’s sales department, the operator has confirmed management changes to its Danish subsidiary Ecosys.
ATG’s chief product and business development officer Mikael Bäcke will become the new CEO of Ecosys, with current Ecosys CEO Henrik Friis, moving to the role of chief operations officer.
Speaking about his new role, Mikael Bäcke said Ecosys was moving forward on a “very exciting journey” highlighting the recent launch of the Derby25 brand.
“Together with the other brands Bet25 (sports betting) and Rød25 (online casino) we now have a competitive offer that I look forward to developing together with Henrik Friis and other employees at the head office in Silkeborg,” Bäcke added.