ATG to create new commercial division in company restructure

26 June 2019

Swedish operator AB Trav och Galopp (ATG) has set out plans to restructure its business by merging its sales, marketing and product and business development units into a single department.

From August 1, the three units will operate together as the operator's commercial unit - a move ATG said will better suit its business in the new-look Swedish market.

Katarina Widman, who currently serves as chief sales officer at ATG, will head up the new department as chief commercial officer, while Sten Andersen will switch from the role of chief marketing and PR officer to become a senior advisor to Widman.

ATG chief executive Hasse Lord Skarplöth has said that restructure will allow the operator to deliver better gaming experiences to its customers.

“The previous organisational structure has successfully piloted ATG into the new gaming market; now the next challenge awaits, to give our customers the very best gaming experience on every occasion and in all channels,” Skarplöth said.

“Therefore, we optimise this work - from our brands and products to customer communication - in one and the same department.”

Meanwhile, ATG has also announced a number of senior management changes at its Danish subsidiary Ecosys as part of the wider restructure.

Mikael Bäcke will step down as chief product and business development officer to become the new chief executive of Ecosys, while Henrik Friis will step down from the CEO role in order to become chief operations officer.

“Ecosys is facing a very exciting journey," Bäcke said. "We have just launched the Derby25 brand, which is aimed at the Danish horse racing customers.

"Together with our other brands Bet25 and Rød25, we now have a competitive offer that I look forward to developing together with Henrik Friis and other employees at the head office in Silkborg.”

The restructure comes after ATG was earlier this month unveiled as the first new member to join the International Betting Integrity Association (IBIA) since its rebrand from ESSA (Sports Betting Integrity).