20+ Years of Gaming and Digital Expertise. Anna Romboli Appointed CEO of ATG as Sweden’s Gaming Market Evolves
Sweden’s horse racing giant has gone shopping at its biggest state-owned rival, and the choice reveals exactly where ATG believes its next phase of growth will come from.
ATG has appointed Anna Romboli as its next chief executive, with the Svenska Spel Tur leader set to take charge in December 2026. She succeeds interim CEO Jörgen Forsberg, who will continue running the business until the handover is complete. For an operator generating SEK 6bn in group revenue and serving roughly 1.4 million active customers, this is arguably the most consequential decision its board will make this decade.
Anna Romboli Brings Two Decades of Gambling Industry Experience to ATG
Romboli arrives with more than twenty years across gambling, commercial development and digital transformation. Since 2019 she has led Svenska Spel Tur, the lottery division of Sweden’s state-owned operator, where she carried responsibility for some of the most recognised brands in Nordic gambling, including Triss, Lotto and Keno. Her earlier career adds an unusual dimension. Senior roles at supplier NetEnt gave her a product and technology grounding, while time at design consultancy Veryday sharpened her customer experience thinking. Add an MBA from the University of Gothenburg and executive studies in design management at Berghs School of Communication, and you have a CV that touches almost every point of the gambling value chain. Few incoming CEOs in this sector can say the same.
Why Sweden’s Largest Horse Racing Operator Looked to a Rival
ATG is not a conventional operator. Owned by Svensk Travsport and Svensk Galopp, the company exists to finance Swedish horse racing while competing commercially across horse betting, sports betting and online casino under the Swedish licensing framework. That dual mandate makes the CEO role unusually demanding. The board needed someone who understands brand stewardship as well as commercial growth, and chairman Peter Norman pointed directly to Romboli’s commercial background and leadership record as the deciding factors. Recruiting her from Svenska Spel, the closest thing ATG has to a domestic rival, only sharpens the story.
What the ATG CEO Appointment Signals for the Swedish Gambling Market
This is more than a personnel change. Sweden’s regulated market has matured, channelisation remains a live debate, and meaningful growth now comes from retention, brand strength and product depth rather than new customer acquisition alone. Hiring a leader who built her reputation on lottery brand management and supplier-side innovation suggests ATG intends to compete on customer experience rather than scale. Rivals in the Swedish market should read this appointment as a statement of intent, not an administrative update.
The Lesson for Operators and CMOs in Regulated Markets
There is a wider pattern here worth noting in your next leadership conversation. Boards in mature markets are increasingly choosing executives with cross-vertical experience over single-channel specialists. Romboli’s path runs from game supply through design consultancy into state lottery leadership. Expect more boards to copy this profile when hiring, because in saturated regulated markets the winner is no longer the operator with the widest reach but the one customers actually prefer.
Future Outlook: ATG Under Anna Romboli From December 2026
The long transition gives Forsberg several more months at the helm and gives Romboli time to shape her agenda before day one. Expect early attention on three fronts: defending ATG’s dominant horse betting core, growing share in casino and sports against aggressive licensed competitors, and balancing the racing funding mission with commercial ambition. Watch too for brand and product moves borrowed from her lottery playbook, where habitual play and mass-market trust were the currency.
Source: ATG
