Mr Green founder acquires stake in football affiliate
Mikael Pawlo's investment company acquires shares in owner of live score app Forza Football
Mr Green founder and former CEO Mikael Pawlo (pictured, left) has taken a “significant” stake in Swedish start-up Football Addicts, the creator of football live score app and gambling affiliate Forza Football.
Gothenburg-based Forza Football, which launched in 2012, provides score updates from across approximately 560 leagues and competitions around the world and boasts a roster of sportsbook clients including bet365, Unibet, bwin and Paddy Power.
Operators are able publish their live odds alongside football scores within the app, enabling customers to click through to the operators’ websites to place a bet.
Forza Football gives bookmakers exclusivity per geographical market – for instance, Paddy Power currently holds the UK contract, Unibet in Denmark, and bwin in Italy.
The app currently has three million monthly active users.
Pawlo’s outlay in Football Addicts, which was undisclosed and made through his investment company Derzhava, is aimed at scaling the company and improving relationships with sports betting operators.
The investment does not give Derzhava any position on the board with current Football Addicts CEO Patrik Arnesson (pictured, right) remaining in charge. Football Addicts will, however, have access to Pawlo’s egaming contacts.
“I envisage vast potential in developing relationships between Football Addicts and egaming companies,” Pawlo said. “My investment company Derzhava gets zero voting rights and no board representation, but this serves it well.
“After all, Derzhava is investing in the hottest start-up in Gothenburg and Patrik Arnesson is already a very accomplished CEO,” he added.
Arnesson commented: “Among our biggest customers are leading betting companies, and, since launching in 2012, we have worked with all of the industry’s largest brands.
“We truly believe in displaying relevant and targeted adverts instead of shouting about bonuses,” he added.
Pawlo co-founded Mr Green in 2008 and served as CEO of the online casino brand for two years between 2013 and 2015.