Svenska Spel appoints sports and lotteries manager
Former GM of Nike Golf Europe to oversee sports and lotteries divisions.
Swedish monopoly Svenska Spel has appointed Peter Zäll as performance area manager for sports and lotteries, the company has announced.
“I am very pleased to welcome Peter Zäll to Svenska Spel. He has broad expertise and experience and has worked in sales and marketing roles at several companies, both in Sweden and internationally,” Svenska Spel CEO Lennart Käll said.
Zäll was previously vice president and senior advisor at branding and design firm BAS, and spent almost four years as CEO of department store Illum A/S. He worked for Nike for almost a decade, joining as marketing director of the Nordic region in 1993, and rising to general manager of Nike Golf Europe before leaving in January 2002.
Commenting on his appointment, Zäll said: “Svenska Spel is an interesting company with a strong brand and many well-known products. I look forward to being an important part of Svenska Spel team and its future growth. I’ve always been interested in both sports and games and feel very inspired by the task at hand.”
Swedish egaming legislation is unlikely to be introduced until 2014 MP Gustaf Hoffstedt revealed to eGaming Review in November last year, with Svenska Spel speaking out against the opening of the market, preferring to maintain its monopoly status. But this has not stopped operators from moving into the market with Jackpotjoy the latest company to launch and going live at the beginning of the month.