Anna Romboli named ATG CEO to head Finland expansion plans

Anna Romboli appointed as ATG CEO, marking a major leadership transition as Sweden’s leading horse‑racing betting operator prepares for stronger domestic standing and international growth.

AB Trav och Galopp (ATG) has confirmed that Anna Romboli will become its next Chief Executive Officer, bringing extensive experience from across the gaming, lottery and digital product sectors. Her appointment comes at an important time for the organisation as it addresses changing market conditions, evolving customer expectations and opportunities arising from Finland’s forthcoming regulated online gambling market.

Romboli will officially assume the role in December following a transitional period led by interim CEO Jörgen Forsberg.

A new chapter for ATG

ATG occupies a unique position within Sweden’s gambling and horse racing ecosystem. The company plays a crucial role in generating funding that supports the country’s trotting and galloping industries while also operating as one of the nation’s most recognised betting brands.

The appointment of Romboli follows the departure of long-serving CEO Hasse Lord Skarplöth, whose tenure was characterised by strong advocacy for the horse racing sector and active participation in policy discussions surrounding gambling regulation and taxation.

As ATG enters a new phase, the company faces the challenge of maintaining its traditional strengths while adapting to an increasingly competitive digital gambling environment.

The leadership change signals a desire to combine ATG’s heritage with modern innovation and customer-focused development.

Anna Romboli brings extensive industry experience

Romboli arrives at ATG after six years at Svenska Spel, Sweden’s state-owned gaming operator. During her time there, she led the company’s TUR division and was responsible for some of the country’s most recognisable lottery products, including Triss and Eurojackpot.

Her experience extends beyond lottery operations. Earlier in her career, she held senior positions at NetEnt, one of the gaming industry’s most influential technology suppliers. She also worked with consultancy firm Veryday, where she focused on areas such as product development, customer experience and digital transformation.

This combination of operational, technological and customer-centric expertise is expected to support ATG as it continues to modernise its products and services.

ATG Chairman Peter Norman highlighted these qualities when announcing the appointment.

“Anna has extensive experience in the gaming industry and has shown over many years that she can develop both businesses and people. She is a leader who combines business acumen with great commitment and customer focus.”

Financial performance creates immediate priorities

The ATG CEO Appointment comes at a time when the company is facing financial pressures that require careful strategic management.

According to ATG’s reported results for the fourth quarter of 2025, net gaming revenue declined by 2.2 percent year-on-year to SEK5.25 billion. Overall revenue decreased by 3.6 percent to SEK5.97 billion.

Profitability also came under pressure. Pre-tax profit fell 16 percent to SEK1.57 billion while net profit declined 16.4 percent to SEK1.24 billion.

These figures highlight the challenges facing traditional betting operators across mature markets. Increased competition, changing consumer preferences and regulatory developments continue to influence performance across the gambling sector.

For Romboli, one of the immediate objectives will likely be identifying opportunities to strengthen revenue growth while protecting the company’s profitability and long-term sustainability.

Expanding horse racing’s appeal

Horse racing remains central to ATG’s identity and business model.

However, attracting new audiences to horse racing betting has become a priority for many operators worldwide. Consumer entertainment habits continue to evolve, particularly among younger demographics who increasingly engage with digital products and interactive experiences.

The ATG CEO Appointment places Romboli at the forefront of efforts to broaden horse racing’s appeal while preserving the traditions and values associated with the sport.

Her background in customer engagement and product innovation may prove valuable as ATG seeks to introduce new experiences that resonate with both existing customers and potential new audiences.

The company currently serves approximately 1.4 million customers, providing a substantial foundation upon which future growth initiatives can be built.

Commenting on her appointment, Romboli stated:

“I am very happy and proud to be entrusted with leading ATG. It is a company with a strong history, many committed employees and a special significance for the Swedish horse industry. I look forward to continuing to develop the offering to our 1.4 million customers together with the employees and building on what makes ATG unique.”

Finland presents a major opportunity

Perhaps the most significant strategic opportunity linked to the ATG CEO Appointment is the company’s planned expansion into Finland.

Finland is currently preparing to introduce a regulated online gambling framework, with market launch expected in July 2027. The reforms are anticipated to create new opportunities for both domestic and international operators seeking licences.

ATG has already established a position through Hippos ATG, a joint venture created in partnership with Suomen Hippos, Finland’s equestrian association.

The venture is among dozens of applicants seeking licences under the forthcoming regulatory system. If approved, the operation will utilise ATG’s brand and technology platform.

For ATG, Finland represents more than geographical expansion. It offers an opportunity to diversify revenue streams and extend its expertise in horse racing betting into a neighbouring market with strong equestrian traditions.

Successfully entering Finland could become one of the defining achievements of Romboli’s leadership.

Regulatory considerations remain important

The gambling sector across Europe continues to evolve through taxation changes, licensing reforms and responsible gambling requirements.

ATG has previously expressed concerns regarding taxation policies affecting horse racing betting products. Under previous leadership, the company advocated for tax structures that recognise the unique contribution horse racing betting makes to supporting the wider racing industry.

Future regulatory developments in both Sweden and Finland are likely to remain important considerations for the company’s strategic planning.

Maintaining constructive relationships with regulators, policymakers and industry stakeholders will continue to be a key component of ATG’s long-term success.

Building on a strong foundation

While ATG faces challenges, it also benefits from considerable strengths.

The company possesses a well-established brand, a large customer base and deep connections to Sweden’s horse racing community. These assets provide a solid platform for future innovation and expansion.

Romboli’s experience across lottery operations, gaming technology and customer development positions her to guide the company through a period of transformation while maintaining its core mission.

The ATG CEO Appointment therefore represents not only a change in leadership but also an opportunity to shape the next phase of growth.

Conclusion

The appointment of Anna Romboli as ATG’s next Chief Executive Officer arrives at a pivotal moment for the organisation. The company faces the dual challenge of improving financial performance in its home market while preparing for a significant expansion into Finland’s future regulated online gambling sector.

Romboli brings a diverse background that spans lottery management, gaming technology, product development and customer engagement. These capabilities are likely to play an important role as ATG seeks to modernise its offering, strengthen customer relationships and unlock new growth opportunities.

Although market conditions remain competitive, ATG retains a strong brand, a loyal customer base and a central role within the Swedish horse racing industry. With Finland’s regulated market on the horizon and a renewed leadership vision taking shape, the coming years could prove highly significant for the company’s future direction.

FAQs

What is the ATG CEO Appointment about?
The ATG CEO Appointment refers to the selection of Anna Romboli as the next Chief Executive Officer of AB Trav och Galopp (ATG).

Who is Anna Romboli?
Anna Romboli is an experienced gaming industry executive who previously held leadership roles at Svenska Spel, NetEnt and Veryday.

When will Anna Romboli become CEO of ATG?
She is scheduled to assume the CEO position in December following a transition period.

What company did Anna Romboli work for before joining ATG?
Before joining ATG, she worked at Svenska Spel where she led the TUR division.

Why is the ATG CEO Appointment significant?
The appointment comes as ATG seeks to improve performance and expand into Finland’s future regulated online gambling market.

What is Hippos ATG?
Hippos ATG is a joint venture between ATG and Suomen Hippos, Finland’s equestrian association.

When is Finland’s regulated online gambling market expected to launch?
The market is currently expected to launch in July 2027.

How many customers does ATG serve?
ATG serves approximately 1.4 million customers.

What challenges is ATG currently facing?
The company has reported declines in revenue and profit while also seeking growth in a competitive market environment.

What experience does Anna Romboli bring to ATG?
She brings expertise in lottery operations, digital transformation, product development, customer engagement and gaming technology.