Svenska Spel, Sweden’s state-owned gambling group, has confirmed the appointment of Robert Nygren as commercial lead of its online casino and sportsbook units.

An expert in Swedish media and advertising, Nygren joins the senior management team of Svenska Spel Sport & Casino. In his remit, he will oversee the commercial development of Stryktipset, Svenska Spel’s heritage football pools brand, and Oddset, its flagship sportsbook brand.

Nygren brings with him a diverse background from the telecom and insurance sectors, having previously served as marketing manager and creative director at Telenor, and as the architect behind the telecom firm’s establishing its IF Nordic in-house agency. 

Commenting on the appointment, Fredrik Wastensson, CEO of Svenska Spel Sport & Casino, said: “Robert’s knowledge and experience from industries such as telecom and insurance will be extremely valuable in our work going forward. 

“With us, he will be responsible for developing the digital marketing and sales process and, in line with Svenska Spel’s overall goal, to focus on the gaming market’s most satisfied customers and to drive long-term sustainable growth.”

Nygren described his move as a “dream assignment”, adding: “I have been on fantastic growth journeys at both Telenor and If and hope to contribute that experience to Svenska Spel Sport & Casino at the interface between data, customer insight and creativity. Getting to work with all of Sweden’s gaming companies feels like getting 13 right on Stryktipset.”

The appointment comes as Svenska Spel completes the overhaul of the Oddset sportsbook platform, delivered in partnership with Kambi Plc as lead supplier. 

Elsewhere, Svenska Spel continues to review its online casino offering following the closure of its remaining Casino Cosmopol venues in Sweden, with the company reassessing its games proposition to bolster its online portfolio.

Nygren praised the teams’ “passion and team spirit”, highlighting Svenska Spel’s “unique role as both an entertainer and a social actor” as key drivers in its online recovery.