LeoVegas unveils marketing team shake-up

LeoVegas has said that the appointment of three new senior marketing executives will strengthen its bid to “change the perception of the industry” ahead of the company’s official Swedish launch.

Irena Busic has joined the Stockholm-headquartered firm as communications director, following a spell as head of global PR and communications at Hyper Island.

She commenced her new role yesterday (Monday) and assumes responsibility for PR at LeoVegas, as well as press and internal communications.

“LeoVegas is in an interesting stage; the much-needed upcoming regulation of the gaming market here in Sweden will lead to better transparency and a bigger need for communication,” Busic said.

LeoVegas CEO Gustaf Hagman (pictured) also spoke positively about the new appointment, saying Busic’s experience will make her an “important asset” for the group as it pushes ahead with its positive marketing plans.

He said: “The need to tell our story and who we are is becoming increasingly important while we also have a vision to change the perception of the industry.”

Meanwhile, LeoVegas has also appointed both Petra Blixt and Claes af Burén as marketing directors.

The double appointment comes after Louise Nylén recently made the move from chief marketing officer to deputy CEO at LeoVegas. Nylén’s previous role has since been eliminated, with Blixt and af Burén to share her responsibilities.

Blixt was previously head of acquisitions at LeoVegas and will now take responsibility for all online marketing activities at the company.

Elsewhere, af Burénh served as CEO of various communications agencies over the past 14 years, most recently at DamnGoodAgency. He takes responsibility for the LeoVegas brand and related creative work, as well as markets in which the firm is investing to build its brand.

Nylén said: “I have a very positive view of our work on strengthening our marketing department and leadership with these two great people.

“With this change we have more clearly defined the responsibilities in marketing and have added brand-building expertise, which gives us even better opportunities for sustainable growth.”

LeoVegas recently opened up to iGamingBusiness.com about its concerns over new advertising rules in Italy, banding the regulations as “completely wrong”.

The operator has stated its desire to work with the Italian government to “open up for a broader discussion and understanding” that the company also wants to achieve a “sustainable market for the Italian customers”.