Mikael Bäcke has been appointed as CEO of ATG’s JV with Finland’s Trotting and Breeding Association Suomen Hippos, Hippos ATG.
Bäcke currently serves as CEO of Danish operator Bet25, where he will be replaced by Henrik Friis Pedersen – who currently serves as Bet25’s chief operating officer.
Prior to his spell at Bet25, he was given the job in August 2019, Bäcke spent five-and-a-half years with ATG in several roles.
First joining in February 2014 as manager of business development for betting methods, he was shortly promoted to head of business development for betting products and methods in June 2015.
Another promotion in October 2016 saw Bäcke take on the position of chief product officer and business development officer.
He also worked for Swedish digital entertainment company Modern Times Group for four years between May 2010 and January 2014.
On his new role, Bäcke said: “This is a very exciting assignment and an important and aggressive investment for ATG and the entire Nordic trotting sport.
“Together with Suomen Hippos, we are now building a new, attractive betting company that benefits both customers and trotting sport.”
The 50/50 JV Hippos ATG, announced in April, will offer customers horseracing, sports and online casino when it launches in January 2027.
ATG CEO Hasse Lord Skarplöth will serve as chair of Hippos ATG’s board. Other members of the board include Suomen Hippos CEO Minna Mäenpää, Pellervo Economic Research CEO Markus Lahtinen and former Veikkaus vice-president of betting operators Juha-Matti Mäkilä.
ATG’s other representatives consist of chief financial officer Lotta Nilsson Viitala, head of business development Per Tellander and chief information officer Daniel Santikos.
Skarplöth noted: “We are very pleased that Mikael Bäcke is taking on the role of CEO of the new company in Finland.
“Mikael has very good knowledge of the Nordic gaming market. The goal is to launch a new gaming company on 1 January 2027 in connection with the re-regulation of the Finnish gaming market to a licensed market.
“At the same time, Henrik Friis Pedersen gives us a strong force to further develop our customer offering in Denmark.”
On his promotion at Bet25, Pedersen remarked: “I am happy and proud to have the opportunity to take up the position of CEO of Bet 25 and I thank you for the trust.
“I look forward to building on the strong foundation that has been laid and to continuing the positive development together with our skilled employees and partners.”
Finland is due to undergo changes to its gambling market with a multi-licence model set to launch in 2027, bringing an end to Veikkaus’ tenure as the monopoly operator in the Nordic country.
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The post ATG hires former Bet25 CEO to lead its upcoming Finland-facing JV first appeared on EGR Intel.
Newly formed operator to be named Hippos ATG, with Mikael Bäcke announced as CEO ahead of January 2027 launch
The post ATG hires former Bet25 CEO to lead its upcoming Finland-facing JV first appeared on EGR Intel.