LeoVegas Restructures Marketing Through Johan Rikner

Since announcing Johan Rikner’s appointment as new Digital Marketing Director, Stockholm-listed LeoVegas AB has started to restructure its marketing leadership.

Rikner is the former founder of Scandinavian native and press advertisement publisher Nyheter365(‘ News365’), a company purchased by Stockholm’s Mediaplanet marketing group in 2017, described as a key leadership selection for the 2020 guidelines.

As part of the transaction, Rikner would be retained as Chief Digital Officer (2018-2019) and Mediaplanet’s board member, overseeing Nyheter365’s growth and strategy as well as Appelberg and Newsner’s further publishing properties.

Having served as Swedish Country Director for European online sportsbook bwin (2008-2011), the executive holds previous online gambling experience.

In 2019, LeoVegas governance moved to restructure its marketing group leadership in the face of tougher marketing and advertising compliance requirements across its key European operating markets.

Last summer, the Stockholm company confirmed the appointment as new Chief Marketing Officer (CMO) of former Kindred Group Swedish General Manager Dersim Sylwan.

In the future, Sylwan and Rikner will share responsibility for overseeing the growth strategy and digital development of the LeoVegas flagship brand and further ignore the subsidiaries of Rocket X.

“Its super exciting,” said Rikner. “I really like LeoVega’s culture and that there is such a consistent commitment to being data-driven. In fact, it is reminiscent of how we did it at News365.

“I have some experience in building a data-driven organization and I hope to use it to help LeoVegas not only be King of Casino but also King of Digital Marketing.”