eta Persdotter joins Svenska Spel from Duka AB, where she has been CEO for the last two years. Duka is one of the largest retailer chains of home décor, designed glass and home furniture in northern Europe. Previously, she also served as Sales and Marketing Manager at Stadium Norden for 2 years, and worked for 10 years at IKEA, including Store Manager of IKEA Kungens kurva, Stockholm.
On her appointment Meta Persdotter said: “Svenska Spel is the leading player in a market that is facing both changes and challenges. It feels incredibly inspiring to be given the task of leading one of the world’s most prominent gaming companies into a very exciting future.”
“Svenska Spel is a very strong brand with a presence in Swedish society that few other companies can match. This is a position that we must be proud of, at the same time making sure that we improve it as best we can”.
“Svenska Spel’s large number of well-known, popular products, combined with a leading position in the market as regards responsible gaming and a very strong association with sport, gives the company unique conditions for building up an operation in the long term that is credible, popular and in demand from both customers and other interested parties in society," she said.
Persdotter said that she wanted Svenska Spel to continue to represent a healthy balance between exciting, entertaining games with measures to prevent various kinds of gaming-related problems. "We must also be equipped at all times to develop and improve our product range and our operations, so that we meet the demands that our customers and a changing world place on a company of Svenska Spel’s calibre," she added.
Margareta Winberg, Chair of Svenska Spel said: “We’re very pleased to be able to present Meta Persdotter as Svenska Spel’s new CEO. She has an excellent background in commerce and broad experience of developing both organizations and individuals, as well as customer service and various consumer-oriented business operations. These experiences, combined with excellent personal leadership qualities, will be extremely valuable to Svenska Spel.”