Sports betting start-up ParlayBay has strengthened its senior leadership team, appointing Patrick Nordwall as its debut CEO.

Launched in September of last year, ParlayBay has detailed a mission to ‘transform the sports betting market’ through the provision of ‘game-changing experiences’ for players, seeking to develop a player-centric experience beyond gamification through its sports betting games. 

In pursuit of this objective, the startup has hired Nordwall in his new position, with the CEO bringing with him four years of experience at slots developer Yggdrasil, where he guided the firm’s North American entry and led its partnership with IGT whilst working in commercial and business development roles.

Commenting on his new role, Nordwall remarked: “I’m delighted to be offered this exciting opportunity, to be a part of building a completely new product offering for the sports betting market. With a profound interest in sports, both on and off the pitch, and my experience up to this point – this is my calling.”

In addition to igaming experience, Nordwall has was responsible for bringing one of the top five internet companies in the early 2000s to the stock exchange during the .com boom, whilst developing brands from ‘bank canvasses to profitable ventures’ in a range of C-level positions and as a Co-Founder. Lastly, between 1994 and 1998 he was Division Manager, Support Systems for GSM Sales at Ericsson.

“I believe my diverse background at C-level, nurturing start-ups and my dedication and love for sports make this new adventure a perfect fit. Our products will make huge waves once we launch our real money operation and I can’t wait to make sports betting even more engaging with ParlayBay.”

Despite having only been operating for a short period of time, ParlayBay has made considerable efforts to strengthen its position in the betting and gaming industry, notably signing Genius Sports as its official sports data provider shortly after its launch.