Betsson appoints new strategy chief for Sweden launch
Former Svenska Spel exec Peter Zäll joins Betsson in Sweden-focused strategic role
Betsson Group has appointed Peter Zäll as its new chief strategy officer to lead the operator’s efforts in the newly regulated Swedish market.
Zäll was VP of product and marketing at state-backed Swedish operator Svenska Spel until October 2017 and has held a number of management positions in retail businesses and consumer marketing.
He will officially start working at the operator’s Malta-based headquarters from next month.
Betsson operations CEO Jesper Svensson said of the appointment: “I am delighted that Peter has decided to be part of the Betsson team as his experience and personality fit the team perfectly.
“Also, as Betsson Group is gearing up for the opening of the Swedish gambling market, there should be no better person to develop our position in that market,” he added.
Zäll is the latest senior hire at Betsson after the operator strengthened its executive team with a number of new appointments in February.
Peter Zäll
“I am excited to join Betsson in these interesting times,” said Zäll.
“I see many opportunities in the brand portfolio and look forward to working with the team to refine the strategy for the future.”
Read EGR Intel’s recent interview with Betsson Group’s Pontus Lindwall here.