VeliTech appoints Mats Lundin as Chief Sales Officer

VeliTech, the B2B technology arm of Veli Group, has confirmed the appointment of Mats Lundin to the position of Chief Sales Officer (CSO). The decision comes at a pivotal moment for the company, which is seeking to expand its footprint across both established and emerging iGaming markets.

With over a decade of commercial leadership experience in the online gaming industry, Lundin brings a wealth of knowledge in sales strategy, client relationship management, and market expansion. His proven ability to drive revenue growth makes him a significant addition to VeliTech’s leadership team.

The appointment highlights VeliTech’s wider objective of strengthening its role as a reliable supplier of comprehensive iGaming solutions. In a competitive landscape where operators increasingly look for platforms that combine technological innovation with practical, real-world performance, the company believes Lundin’s appointment will help reinforce its credibility and accelerate expansion.

VeliTech’s commitment to operators

Announcing the appointment, Giorgi Aleksidze, Chief Executive Officer at VeliTech, emphasized the company’s philosophy of aligning leadership talent with real market demands.

“Mats embodies the kind of proven expertise that our operator partners expect,” Aleksidze stated.
“His track record of building meaningful relationships and driving revenue growth aligns perfectly with our approach of backing our technology with real results. When we say we bet on our tech, we need leaders who understand what that means in practice.”

These remarks highlight VeliTech’s strategic focus on operators who require more than theoretical promises. The company aims to position itself as a solutions provider whose platforms have been validated through use in real operating environments.

The professional journey of Mats Lundin

Before joining VeliTech, Lundin most recently served as Sales Manager at Vegangster, where he was responsible for strengthening commercial networks and developing client portfolios. Earlier in his career, he held senior positions with a number of established companies in the iGaming sector:

• Gaming Corps: Lundin worked as Director of Sales and later as Chief Commercial Officer, where he focused on expanding business operations and securing key industry partnerships.
• iSoftBet: As Head of Sales, he was instrumental in developing the company’s European presence, expanding into new regulated markets, and cultivating long-term operator relationships.
• Other commercial positions: Lundin has also held various roles across the B2B and B2C gaming landscape, giving him a broad understanding of both provider and operator perspectives.

This extensive experience has enabled him to navigate complex regulatory environments, understand shifting consumer preferences, and adapt sales strategies to diverse market conditions.

Lundin’s perspective on VeliTech

In his first public statement since the announcement, Lundin expressed enthusiasm about joining VeliTech and outlined what attracted him to the company.

“What drew me to VeliTech is their unique position in the market,” Lundin said.
“This is not just another platform provider making bold claims – this is a team that operates their own gaming brands and proves their technology works where it matters most. That combination of technical excellence and real-world validation creates compelling value for operators.”

This insight reflects his belief that VeliTech’s dual identity—as both a technology provider and an operator of gaming brands—creates a distinctive competitive advantage. For many operators, the ability to adopt technology that has already been stress-tested in active markets reduces both risk and implementation challenges.

Comprehensive iGaming solutions

VeliTech’s product portfolio covers a wide range of critical services essential for online gaming operators. Among the company’s offerings are:

• Player account management systems designed to streamline operations and improve compliance.
• No-code customer relationship management (CRM) tools that empower operators to build personalized marketing campaigns without technical expertise.
• Payment gateway solutions ensuring secure, efficient, and diverse payment processing across multiple jurisdictions.
• Content aggregation platforms, enabling access to a wide portfolio of games from leading providers.
• Game development services, offering tailored gaming content to meet market-specific demands.

This holistic ecosystem is designed to support operators at every stage of their business, from regulatory onboarding to customer engagement and retention.

Expanding presence in regulated markets

The appointment of a new CSO is part of VeliTech’s broader strategy to expand in both mature and emerging jurisdictions. The company has established a strong foothold in European markets, particularly where regulations require robust technical compliance and reliable platforms. At the same time, VeliTech is actively exploring opportunities in rapidly developing regions such as Africa, where online gaming is gaining momentum.

By appointing Lundin, VeliTech signals its intention to accelerate global sales efforts and adapt its solutions to suit the regulatory and cultural contexts of diverse markets. His background in navigating licensing frameworks and building sustainable commercial models makes him particularly well-suited for this role.

Industry trends and competitive landscape

The online gaming sector is currently experiencing a phase of significant change. Increasing regulation, growing consumer expectations, and heightened competition are pressuring operators to partner with technology providers who can deliver scalability, compliance, and innovation.

VeliTech positions itself in this environment as a partner that not only supplies technology but also validates it through in-house operational use. This approach differentiates the company from competitors who may only provide theoretical solutions.

The appointment of Lundin reflects a recognition that sales leadership must be rooted in practical understanding of both the product and the market. His experience in B2B and B2C contexts allows him to articulate the tangible value of VeliTech’s offerings to prospective clients.

Looking ahead: VeliTech’s future outlook

As the iGaming sector continues to expand globally, VeliTech aims to build long-term relationships with operators who prioritize proven technology. With Lundin now spearheading sales strategy, the company is likely to place greater emphasis on:

• Strengthening its global network of operator partnerships.
• Expanding into new regulatory environments with tailored solutions.
• Investing in product development to anticipate future market needs.
• Positioning itself as a leader in both technological innovation and operational reliability.

The combination of technical capabilities, operational credibility, and experienced leadership positions VeliTech to pursue ambitious growth targets in the years ahead.

Conclusion

The appointment of Mats Lundin as Chief Sales Officer marks a decisive step in VeliTech’s ongoing growth strategy. With a proven record of building commercial success in the iGaming sector, Lundin is well-positioned to guide the company’s sales efforts into new and competitive markets. His leadership is expected to reinforce VeliTech’s vision of delivering technology that is not only innovative but also validated through real-world performance.

As regulatory requirements evolve and operators search for partners they can trust, VeliTech’s approach of combining operational experience with technological expertise provides a strong foundation for future expansion. By strengthening its leadership team with seasoned professionals like Lundin, the company is signaling both stability and ambition. Looking ahead, VeliTech appears ready to advance its position as a reliable and forward-looking partner for operators worldwide.

FAQs

What role has Mats Lundin been appointed to at VeliTech?
Mats Lundin has been appointed as Chief Sales Officer (CSO) at VeliTech, the B2B technology division of Veli Group.

What experience does Mats Lundin bring to VeliTech?
He brings more than a decade of commercial leadership experience in the iGaming industry, including senior roles at Gaming Corps, iSoftBet, and Vegangster.

Why did VeliTech appoint a new Chief Sales Officer now?
The appointment is part of VeliTech’s strategy to expand globally and strengthen its sales operations in both established and emerging gaming markets.

What makes VeliTech different from other platform providers?
VeliTech operates its own gaming brands, meaning its technology is tested in real markets, giving operators confidence in its reliability and performance.

What did VeliTech CEO Giorgi Aleksidze say about the appointment?
He said Lundin embodies the expertise operators expect and that his experience aligns with VeliTech’s approach of backing technology with real-world results.

What did Mats Lundin say about joining VeliTech?
He stated that VeliTech stands out because it proves its technology in real operations, creating strong value for operators seeking tested solutions.

What solutions does VeliTech provide to gaming operators?
VeliTech offers player account management, no-code CRM tools, payment gateways, content aggregation, and game development services.

Which markets does VeliTech plan to expand into?
The company is already strong in Europe and is now focusing on emerging regions, including parts of Africa where online gaming is rapidly growing.

How does VeliTech ensure compliance with regulations?
Its platforms are designed to meet regulatory requirements, with a focus on secure payment processing, account management, and data protection.

What is the outlook for VeliTech after this appointment?
With Lundin leading sales, VeliTech is expected to expand its operator network, adapt to new markets, and continue building its reputation for proven solutions.