Mikael Bäcke: A Strategic Move for ATG’s Future
Mikael Bäcke has been a key player at ATG since 2014 and is now set to lead the company’s exciting new venture, Hippos ATG. This unique online gambling partnership with the Finnish equestrian body, Suomen Hippos, marks a significant development in Bäcke’s career and ATG’s strategic growth.
In his current capacity as CEO of 25syv Group, the Danish subsidiary managing Bet25, Bäcke will transition to the new position, with Henrik Friis Pedersen stepping in to fill his shoes. The partnership formed in April 2023 allows both ATG and Suomen Hippos to hold equal stakes, hinting at a collaborative effort to reshape the Finnish gambling landscape.
A Bold New Direction
Hippos ATG Oy promises to bring a fresh perspective to the Finnish gambling market by offering various betting options, including iGaming and sports wagering. This move is particularly timely as Finland prepares for potential changes that could open the market to private operators by January 2027, contingent upon legislative updates.
Bäcke’s enthusiasm about this endeavor is evident. He remarked, “This new venture is not just about business; it’s a significant investment in the future of Nordic trotting sports. We aim to create an engaging gaming experience that benefits both customers and the sport itself.”
ATG’s CEO, Hans Lord Skarplöth, also believes Bäcke’s extensive knowledge of the Nordic gaming sector will bolster the company’s digital expansion efforts. He views the venture as a critical initiative coinciding with Finland’s move towards a regulated gaming market.
Leadership Transition at Bet25
Meanwhile, Henrik Friis Pedersen is poised to take over at Bet25, bringing over four years of experience within the 25syv Group. Having served in various leadership roles, including COO, Pedersen has a proven track record that positions him well to continue the group’s upward trajectory.
Expressing his excitement about the opportunity, Pedersen stated, “I am eager to build on the solid foundation we’ve established and to work alongside our talented team and partners for sustained growth.” His leadership is expected to maintain the momentum achieved during his tenure, which has seen remarkable growth of 350%.
Bäcke’s journey, from a business development role to CEO, reflects the fast-evolving dynamics of the gaming industry. His appointment at Hippos ATG is a testament to ATG’s commitment to innovation and adaptability in a rapidly changing market. As the company gears up for its new chapter, the collaboration with Suomen Hippos signals a forward-thinking approach that prioritizes both player engagement and industry sustainability.