ATG, the Swedish horse racing and betting operator, has announced the appointment of Mikael Bäcke as the new Chief Executive Officer of Hippos ATG. This new entity is an online gambling joint venture formed with Finnish equestrian association Suomen Hippos, poised to enter Finland’s evolving regulated gaming market.

Mikael Bäcke, who has been with ATG since 2014, currently serves as CEO of 25syv Group, ATG’s Danish-facing subsidiary that operates the Bet25 brand. He will transition to his new role on September 1. Henrik Friis Pedersen, currently CEO for the Bet25 brand, will succeed Bäcke as CEO of 25syv Group.

The formation of Hippos ATG Oy was announced in April, with ATG and Suomen Hippos each taking an equal 50% stake in the joint venture. However, the profit distribution for the new entity will see 40% allocated to ATG and 60% to Suomen Hippos. The joint venture is set to offer betting on sports and racing, as well as iGaming products, to players in the competitive Finnish gambling market. This move aligns with Finland’s broader regulatory changes, as the country plans to open its market to private operators from January 2027, subject to the Finnish parliament passing a gambling reform bill in the coming weeks.

Hippos ATG: An “Exciting” Prospect for Bäcke

Mikael Bäcke’s career at ATG spans over a decade, having joined in February 2014. He initially held various business development roles within the core ATG business before becoming chief product officer in October 2016. He has served as CEO of 25syv Group since August 2019. Prior to joining ATG, Bäcke worked at Modern Times Group, primarily focusing on the Viasat AB brand, bringing a wealth of experience from the broader media and tech sectors.

Bäcke commented on his new role, as reported by iGaming Times, acknowledging the major changes facing Veikkaus, Finland’s current monopoly operator, and the implications for the broader Finnish market. He conveyed that this is “a very exciting assignment and an important and aggressive investment for ATG and the entire Nordic trotting sport.” Bäcke expressed that together with Suomen Hippos, they are now “building a new, attractive gaming company that both customers and trotting sport win.”

ATG CEO Hans Lord Skarplöt welcomed the appointment, stating, as reported by iGaming Times, that Bäcke possesses “very good” knowledge of the Nordic gaming market and will significantly support the group’s online growth plans. Skarplöth confirmed that the goal is to launch Hippos ATG as a new gaming company on January 1, 2027, coinciding with the reregulation of the Finnish gaming market to a licensed model.

Pedersen to Lead Bet25

As for Bäcke’s replacement at 25syv Group, Henrik Friis Pedersen has been with the subsidiary since August 2019. In addition to his current role as CEO for the Bet25 brand, he has served as the subsidiary’s chief operating officer for the past six years. Operating in Denmark under the Bet25 brand, 25syv Group offers horse, sports, and online casino betting. Pedersen expressed, as reported by iGaming Times, that he is “happy and proud to have the opportunity to take up the position of CEO” and looks forward to building on the strong foundation laid and continuing the positive development with employees and partners. Taking to his LinkedIn, Pedersen also noted that the company had grown by 350% during his six years there.

In conclusion, ATG’s appointment of Mikael Bäcke to lead its new Hippos ATG joint venture in Finland marks a strategic move to establish a significant presence in the country’s soon-to-be-regulated online gambling market. This leadership transition, coupled with a focus on sports, racing, and iGaming, underscores ATG’s aggressive investment in Nordic trotting sport and its ambition to capitalise on Finland’s liberalisation.