Per Hellberg, the former CEO of Catena Media, has been appointed CEO of PlayStar Casino, which is preparing to launch in the United States in the state of New Jersey.
Hellberg, who most recently served as the CEO of the affiliate firm, formerly served as the CEO and chairman of Readly, where he led the company from its inception to its NASDAQ Stockholm listing.
Nordic Gaming Group provided additional previous expertise as chief marketing officer in 2009, followed by a five-month promotion to CEO. The company grew steadily for the next three years, until it was purchased by Betsson Group in 2012.
New Jersey launch
Hellberg said: “I am delighted to join PlayStar as the team gets ready to launch into the New Jersey market later this year.
“In PlayStar I see a challenger brand that has what it takes, both in terms of product and management team, to become a major player in the US market as it continues to roll out.
“I also believe PlayStar presents a tremendous opportunity for investors looking to leverage the gigantic potential in the US market, and I look forward to working closely with them as we grow the business.”
Controlled US market
Hellberg will be in charge of guiding PlayStar Casino’s ambitious plans for the controlled US market, including the group’s Garden State debut in the second half of the year, with additional states scheduled for the following 12 months.
The company claims that it wants to provide guests with a “immersive experience” every time they step through the casino’s automated doors.
PlayStar Casino’s executive vice president, Adam Noble, added: “It is a great time for Per to join PlayStar as we get ready to bring our concept to market and really start to build momentum behind the business.
“With Per’s expertise and experience in online gambling, his intimate knowledge of the affiliate space and of course corporate leadership, it’s the perfect time for Per to join and set the company up for success.”