Svenska Spel poaches NetEnt’s Romboli to lead Tur division

Former Swedish gambling monopoly Svenska Spel  Svenska Spel has appointed NetEnt’s Anna Romboli as manager for its draw-based games division.

Romboli will officially join the operator on August 12 and assume responsibility for number games and lottery tickets business unit, Tur. The Tur business includes a number of leading Swedish brands such as Lotto, Triss and Keno.

Romboli joins Svenska Spel from NetEnt, where she has been serving as chief communications officer for the past five years. She also oversaw the launch of the supplier’s affiliate portal.

Prior to this, Romboli spent over six-and-a-half years as vice president of brand and communications at Swedish design consultancy Veryday. Romboli also had a two-year spell as account director and brand strategist at communications and marketing agency Edelman.

In addition, Romboli has been a member of the board at Swedish operator association Branschföreningen för onlinespel (BOS) since April 2017.

“I hope to contribute to the development of customer-centric products and services, and which are attractive and competitive in the newly regulated market,” Romboli said.

“Being a part of Svenska Spel that leads the development in terms of gaming responsibility and actively contributes to the development of the industry is also something I look very much forward to.”

Patrik Hofbauer, president and CEO of Svenska Spel, added: “Anna’s solid expertise in branding issues will be valuable for managing and developing our popular brand names within number games and lotteries.

“I would also like to emphasise Anna's experience of driving innovation and building digital business in the gaming industry. The fact that she also comes from the industry and has insight into the new re-regulated market is a great advantage for driving and developing the business.”

The move comes after Svenska Spel last week also appointed Carolina Swaffer to the new role of head of agents, customer service and partner services. Swaffer will assume responsibility for Svenska Spel’s work with more than 6,500 agents and partners in Sweden, as well as over 2.1m customers.