ATG appoints Finland joint venture CEO
ATG has announced the appointment of Mikael Bäcke as CEO of Hippos ATG, its new online gambling joint venture with Finnish equestrian association Suomen Hippos.
Bäcke is currently CEO of 25syv Group, a Danish-facing subsidiary of ATG that operates the Bet25 brand. He will be replaced in this role by Henrik Friis Pedersen, who is currently CEO for the Bet25 brand.
The joint venture, announced in April, has been named Hippos ATG Oy and will see ATG and Suomen Hippos each take an equal 50% stake. However, profits will be distributed 40% to ATG and 60% for Suomen Hippos.
The new JV will offer betting on sports and racing and iGaming to players in the competitive Finnish gambling market. Subject to the Finnish Parliament passing a gambling reform bill in coming weeks, the country plans to open its market to private operators from January 2027.
Hippos ATG an ‘exciting’ prospect for Bäcke
Bäcke has worked for ATG since February 2014. He initially worked across several business development roles within the core business and became 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.
“This is a very exciting assignment and an important and aggressive investment for ATG and the entire Nordic trotting sport,” Bäcke said. “Together with Suomen Hippos, we are now building a new, attractive gaming company that both customers and trotting sport win.”
ATG CEO Hans Lord Skarplöt also welcomed the new appointment. He said Bäcke has “very good” knowledge of the Nordic gaming market and will support the group’s online growth plans.
“The goal is to launch a new gaming company on 1 January 2027 in connection with the reregulation of the Finnish gaming market to a licensed market,” Skarplöth said.
Pedersen to take control at Bet25
As for Bäcke’s replacement, Pedersen has worked at 25syv Group since August 2019. In addition to serving as the subsidiary’s CEO, he has been its chief operating officer for the past six years.
Operating in Denmark under the Bet25 brand, 25syv Group offers horse, sports and online casino betting.
“I am happy and proud to have the opportunity to take up the position of CEO,” Pedersen said. “I look forward to building on the strong foundation that has been laid and to continuing the positive development together with our skilled employees and partners.”
Taking to his LinkedIn, Pedersen said the company had grown 350% during his six years there.