ATG, Sweden’s largest gaming operator, has just landed a new chief executive with serious pedigree in the Scandinavian betting sector. Anna Romboli, who most recently served as vice president of Svenska Spel’s lottery division, will take the helm in December 2026, replacing outgoing CEO Jörgen Forsberg.

A Track Record in Swedish Gaming

This appointment signals the board’s confidence in continuity paired with fresh strategic direction. At Svenska Spel, Romboli oversaw some of Sweden’s most recognizable gaming brands: Triss, Lotto, and Keno. Before that, she held senior positions at NetEnt, where she worked as a game developer, giving her a rare combination of product development expertise and operator-side experience.

For a business as culturally significant as ATG, that blend really matters. The company isn’t just another gaming operator. It’s woven into Swedish horseracing, channeling substantial revenue back into the sport. That requires leadership comfortable navigating betting mechanics, board expectations, and the specific demands of a legacy market.

Planned Transition Protects Continuity

The board has deliberately scheduled Romboli’s start for December 2026, giving the company plenty of runway for handover planning. Forsberg stays in post until then, which means no operational gaps in a business serving 1.4 million customers.

Peter Norman, ATG’s chairman, flagged exactly what the board saw in Romboli: business acumen combined with genuine commitment to customer focus and team development. These aren’t throwaway compliments in an industry where retention and player experience increasingly determine competitive advantage.

What’s Next

Romboli has already signaled her intent to develop ATG’s offering while protecting what makes the operator distinctive. It’s a tightrope walk, but her track record suggests she understands the balance between innovation and institutional responsibility.

ATG clearly isn’t after a disruptor. It wants someone who can grow the business while keeping the horseracing sector properly backed. Romboli ticks that box.