LeoVegas hires ex-Kindred head to lead sports betting strategy
Former Svenska Spel CPO Per Carlander links up with Stockholm-based firm to oversee sports betting push
LeoVegas has named former Svenska Spel and Kindred Group exec Per Carlander as its new director of sports strategy.
Carlander joins LeoVegas from Svenska Spel where he most recently served as chief product officer and VP of sports and racing out of Stockholm.
He began his career in the industry with Svenska Spel back in 2006 as a sports trader and spent more than a decade with the state-owned operator during his first stint there.
In August 2018, Carlander swapped Svenska Spel for Kindred when he was named Swedish country manager for the Unibet brand.
As director of sports strategy, Carlander will oversee the operations and planning for LeoVegas’ two standalone sports betting brands – BetUK and Expekt.
Carlander will continue to be based in Stockholm in his new role.
Sports betting accounted for 12% of the casino-led group’s gross gaming revenue in Q2 2022, which was a slight increase on the 11% for Q2 2021.
Touching on his arrival, Carlander said it was an exciting time to join the company, and the upcoming acquisition of LeoVegas by MGM Resorts International would drive the business on even further.
He said: “[I’m] really happy to share that I have joined LeoVegas Group, a part of MGM Resorts International, as director of sports strategy.
“[I’ve been] very impressed with what the teams have done so far with a multi-brand sportsbook competing and taking market shares in some of the most competitive regulated markets in the world.
“[I’m] looking forward to be a part of a great team that enhances the thrill of sports with a true personalised betting experience. We are ready to take it to the next level together with MGM and I’m happy to be part of that journey,” Carlander added.
Elsewhere, LeoVegas recently named industry veteran Chris Welch as the company’s new chief commercial officer after serving as a consultant to the firm.