ATG appoints Bäcke to lead Hippos joint venture as CEO
Mikael Bäcke has been a pivotal figure at ATG since 2014 and currently holds the position of CEO at the Bet25 division.
In a strategic move to bolster its foothold in the Finnish market, ATG has appointed Mikael Bäcke as CEO of Hippos ATG, a new online gambling joint venture formed in collaboration with the Finnish equestrian association, Suomen Hippos.
Bäcke will transition from his role at 25syv Group—a Danish-focused subsidiary of ATG operating under the Bet25 brand. He will be succeeded by Henrik Friis Pedersen, the current CEO of the Bet25 brand.
The joint venture, officially named Hippos ATG Oy, was announced in April and will see both ATG and Suomen Hippos owning a 50% stake each. However, the profit-sharing model allocates 40% to ATG and 60% to Suomen Hippos.
This venture promises to deliver a robust betting portfolio that includes sports, racing, and iGaming options tailored for the competitive Finnish gambling market. With the impending passage of a gambling reform bill by the Finnish Parliament, the market is set to open to private operators starting in January 2027.
Hippos ATG: An Exciting Prospect for Bäcke
Mikael Bäcke has a rich history with ATG, having initially engaged in various business development roles before ascending to chief product officer in October 2016. Since August 2019, he has led the 25syv Group, which has significantly expanded its market reach.
Prior to his tenure at ATG, Bäcke enhanced his expertise at Modern Times Group, focusing on the Viasat AB brand, which has equipped him with invaluable insights into market dynamics.
“This is a thrilling opportunity and a crucial investment for ATG and the entire Nordic trotting ecosystem,” Bäcke articulated. “Collaborating with Suomen Hippos, we aim to establish a dynamic gaming enterprise that will benefit both our clientele and the trotting community.”
ATG’s CEO, Hans Lord Skarplöt, also expressed his confidence in Bäcke, noting his extensive knowledge of the Nordic gaming landscape will be instrumental in advancing the company’s online expansion initiatives.
“Our objective is to launch a new gaming company on January 1, 2027, in conjunction with the re-regulation of the Finnish gaming market into a licensed framework,” Skarplöth emphasized.
Pedersen Assumes Leadership at Bet25
Henrik Friis Pedersen, Bäcke’s successor, has been with 25syv Group since August 2019, serving as CEO and chief operating officer over the past six years. He has successfully navigated the complexities of the Danish market, overseeing horse racing, sports, and online casino betting under the Bet25 brand.
“I am honored and thrilled to take on the role of CEO,” Pedersen stated. “I look forward to building upon the solid foundation established and to furthering our positive trajectory alongside our talented employees and partners.”
On LinkedIn, Pedersen proudly highlighted that the company had experienced a remarkable 350% growth during his leadership tenure.
As the industry evolves, both Bäcke and Pedersen are set to play crucial roles in shaping the future of online gambling in the Nordic region, driving innovation and adhering to the highest standards of regulatory compliance.
