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New iSoftBet sales exec looks to Africa

| By iGB Editorial Team
Mats Lundin is looking beyond Europe in new role, with Africa and South America on the radar

iSoftBet is keen to boost its presence in emerging regions such as Africa and South America as the content developer looks beyond traditional markets.

Mats Lundin, iSoftBet’s new head of sales for Europe, told iGamingBusiness.com that the company is “concentrating on regulated markets” and making inroads in a series of European countries including Latvia, Estonia, Spain, Belgium and Romania. iSoftBet has also made adjustments to bet and payout guidelines to comply with regulations in the Czech Republic.

Additionally, the company has had 20 games certified in Colombia, and Lundin – who has joined iSoftBet from Play’n GO where he was sales manager – admits there is an attraction to new, untapped regions.

“There are emerging markets such as Africa and South America that we would like to increase our distribution into,” Lundin said.

“I will continue to keep an eye on these markets closely as I believe there is huge growth coming in the next few years. I am also looking to reconnect with operators and show them the new content and tools that we have been busy developing over the past year or so.”

Lundin is the latest in a line of iSoftBet senior hires, including Ofir Haber, head of product, who previously worked at 888 and SB Tech.

He told iGamingBusiness that iSoftBet’s potential as a content and platform provider was a key factor in his switch.

He said: “I am excited by the opportunity and think that with our game portfolio, Aggregation Platform and cross-supplier tools, we are in a very strong position in the market.”

Lundin’s appointment was welcomed by iSoftBet chief commercial officer Michael Probert, who said in a statement: “The huge increase in demand for our games, products and services has seen us expand our team in recent months, culminating in hiring Mats to drive sales in key regulated markets across Europe.

“Mats has a wealth of experience in the iGaming sector, and we believe he will play a key role in building even more momentum behind iSoftBet as we continue to establish ourselves as the go-to online casino content provider and aggregation platform.”

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