Svenska Spel names Mårten Forste as Sport and Casino Manager

Svenska Spel, one of Sweden’s leading regulated gaming companies, has announced the appointment of Mårten Forste as its new Business Area Manager for Sport & Casino. The appointment reflects the company’s continued commitment to innovation, responsible gaming and market leadership within the sports betting and casino segments.

Mårten Forste brings extensive experience from the international gaming industry, having held senior roles at major operators such as LeoVegas and Expekt.com, as well as managing his own consultancy focused on strategic business development in online gaming. His broad expertise spans operational leadership, digital strategy and market transformation.

In his new role, Forste will be part of Svenska Spel’s Group Management team and will report directly to the company’s CEO. His appointment is effective from February 2026.

Leadership remarks on the appointment

Anna Johnson, President and CEO of Svenska Spel, commented on the announcement:
“I am very pleased to welcome Mårten to Svenska Spel. His solid industry experience combined with his expertise in leadership and digital business development will be very valuable to us. We are in a phase of growth and transformation, where Mårten will have a central role in developing our business in sports and casino games with strong brands such as Stryktipset and Oddset.”

Johnson emphasized that Svenska Spel is positioning itself to strengthen both market presence and customer engagement while maintaining its societal responsibilities as a state-owned gaming operator. She highlighted that Forste’s combination of operational insight and strategic vision will be key to the company’s continued development.

Mårten Forste’s professional background

Mårten Forste has built a comprehensive career in the gaming and technology industries. Most recently, he operated his own consulting business, focusing on strategic advice and business development for companies in online gaming. His prior roles include:

• Chief Operations Officer at LeoVegas, where he oversaw operational efficiency, product development and market expansion.
• Country Manager and Field Marketing Manager at Expekt.com, where he directed local market operations and executed customer acquisition strategies.
• Senior roles in international technology and consumer companies, including Match Group, providing him with extensive experience in digital business growth and strategic marketing.

Forste’s experience also extends to corporate governance. He has served as both a member and chairman of the board of LeoVegas and as a board member of ATG, Sweden’s state-owned horse racing operator. His governance experience equips him with a comprehensive understanding of corporate oversight and strategic decision-making in regulated industries.

Vision and strategic goals

Commenting on his appointment, Mårten Forste stated:
“The combination of a very strong brand, a leading market position and a clear commitment to society makes Svenska Spel a very exciting company. Here there is a unique ability to combine growth, gaming pleasure, care and responsibility – and a long tradition of developing some of the market’s most well-known games. I bring with me experience from companies that have gone from challengers to market leaders and have worked hard to drive transformation and strengthen customer focus. I look forward to further developing Sport & Casino’s business together with the team.”

Forste emphasized the importance of balancing commercial success with social responsibility. Svenska Spel, as a state-owned company, operates under strict regulations that ensure gaming remains fair, secure and responsible. This dual focus on market growth and player protection is central to Forste’s strategy.

Transition and interim leadership

Mårten Forste succeeds Fredrik Wastenson, who after nearly 13 years at Svenska Spel has moved on to a new leadership role within the gaming industry. Wastenson played a significant part in developing the company’s sports and casino offerings, strengthening product portfolios and enhancing the brand’s position in the Swedish market.

Until Forste officially takes up the position, Svenska Spel has appointed Jonas Nygren, the company’s Product Manager for Sports and Casino Games, as acting Business Area Manager. Nygren will oversee ongoing operations and ensure continuity during the transition period.

Strategic importance of Sport & Casino segment

Svenska Spel’s Sport & Casino division is central to the company’s overall strategy. Key areas include:

• Sports betting: Through popular products such as Stryktipset, Oddset and online sportsbook offerings, Svenska Spel maintains a leading market position in Swedish sports betting.
• Casino games: With a focus on regulated and responsible gaming, the company provides a diverse portfolio of slots, table games and progressive jackpots.
• Digital transformation: Investments in technology, user experience and mobile platforms are critical to maintaining competitiveness in an increasingly digital market.

Forste’s appointment is expected to strengthen the division’s focus on innovation and customer engagement while reinforcing the company’s commitment to responsible gaming practices.

Industry context and competitive landscape

The Swedish gaming market is highly regulated and competitive, with both domestic and international operators vying for market share. Svenska Spel has long held a dominant position due to its trusted brand, extensive product offerings and commitment to player protection. However, ongoing regulatory changes and evolving consumer expectations require continuous innovation and adaptation.

Mårten Forste’s extensive experience in both challenger and market-leading companies positions him well to drive strategic initiatives that strengthen Svenska Spel’s competitiveness. His background in digital business development and operational leadership aligns with the company’s goals of enhancing customer experience, launching innovative products and maintaining compliance with strict regulatory standards.

Commitment to responsible gaming

A core pillar of Svenska Spel’s operations is responsible gaming. The company is required by Swedish law to implement measures that protect players from problem gambling and ensure transparent, fair gameplay. Forste has publicly emphasized that growth and innovation must not compromise this commitment.

Under his leadership, the Sport & Casino division is expected to explore new opportunities for player engagement while maintaining strict adherence to responsible gaming protocols, including age verification, deposit limits, self-exclusion options and continuous monitoring of gameplay behavior.

Looking ahead

As Svenska Spel enters a new phase of growth and transformation, the appointment of Mårten Forste represents both continuity and innovation. His leadership is expected to:

• Expand and enhance sports betting and casino product portfolios
• Drive digital innovation to improve user experience across platforms
• Strengthen corporate governance and compliance practices
• Promote responsible gaming initiatives and societal responsibility
• Foster strategic growth that balances market competitiveness with ethical operations

Forste’s combination of industry expertise, board experience and strategic vision makes him a pivotal figure in shaping the future trajectory of Svenska Spel’s Sport & Casino business.

Conclusion

The appointment of Mårten Forste as Business Area Manager for Sport & Casino marks a pivotal moment for Svenska Spel, reflecting the company’s strategic focus on innovation, growth and societal responsibility. With a career spanning leading international gaming operators, technology companies and board-level governance, Forste brings a rare combination of operational expertise, strategic insight and leadership acumen.

His arrival comes at a crucial juncture as Svenska Spel navigates a rapidly evolving gaming landscape shaped by digital transformation, regulatory oversight and shifting player expectations. Forste’s experience in driving market-leading initiatives, enhancing customer engagement and implementing innovative digital solutions positions him uniquely to advance Svenska Spel’s sports and casino offerings while preserving the company’s longstanding commitment to responsible gaming.

Moreover, Forste’s vision emphasizes the delicate balance between commercial success and ethical responsibility. In a sector where trust and reliability are as important as entertainment and growth, his leadership promises to strengthen Svenska Spel’s brand reputation and operational excellence. By fostering collaboration, championing technological innovation and maintaining rigorous social safeguards, Forste is set to ensure that Svenska Spel continues to deliver high-quality, engaging and responsible gaming experiences.

Ultimately, this appointment signals more than just a leadership transition. It represents a forward-looking strategy for sustained growth, a renewed commitment to player trust and a continued effort to blend innovation with tradition. Under Mårten Forste’s guidance, Svenska Spel is poised to consolidate its position as a market leader in Sweden, while setting a benchmark for responsible, innovative and customer-centric gaming in the broader industry.

FAQs

Who is Mårten Forste?
Mårten Forste is the newly appointed Business Area Manager for Sport & Casino at Svenska Spel, with extensive experience in the gaming industry.

When will Mårten Forste start his role at Svenska Spel?
Mårten Forste will officially take up his position in February 2026.

Who did Mårten Forste succeed at Svenska Spel?
He succeeds Fredrik Wastenson, who has moved on to a new role in the gaming industry after nearly 13 years.

What experience does Mårten Forste bring to Svenska Spel?
He has held senior roles at LeoVegas and Expekt.com, operated his own consultancy and served on boards including LeoVegas and ATG.

What will be Mårten Forste’s main responsibilities?
He will oversee the Sport & Casino division, focusing on product development, market growth, digital transformation and responsible gaming.

Who is the acting Business Area Manager until Forste starts?
Jonas Nygren, Product Manager for Sports and Casino Games, is acting Business Area Manager until February 2026.

What are Svenska Spel’s key brands in sports betting?
Key brands include Stryktipset, Oddset and various online sportsbook products.

How will Forste impact responsible gaming?
He emphasizes balancing growth with strong measures for player protection and compliance with Swedish regulations.

What is Svenska Spel’s strategy for digital transformation?
The company is investing in technology, mobile platforms and user experience to enhance competitiveness and customer engagement.

Why is Mårten Forste’s appointment significant for Svenska Spel?
His appointment reflects the company’s focus on innovation, market leadership and maintaining a responsible gaming environment in a regulated market.