(AsiaGameHub) – By: Oliver Hawthorne
The Swedish gambling operator AB Trav och Galopp (ATG) faces a critical juncture. The appointment of Anna Romboli as its new CEO signals a clear intent to navigate challenging waters. Romboli arrives from Svenska Spel, where she led the TUR division, overseeing popular lottery products like Triss and Eurojackpot. Her background also includes significant roles at NetEnt and the consultancy Veryday, focusing on product development and digital transformation. This move follows the departure of Hasse Lord Skarplöth, with Jörgen Forsberg providing interim leadership until Romboli takes the helm in December.
ATG’s core mission is vital: funding Sweden’s trotting and galloping industries. However, growth from its traditional horseracing and totaliser products has stagnated. The company has grappled with increased gambling taxes, notably the 22% hike in 2024, a move fiercely opposed by Skarplöth. His advocacy for a higher online casino tax and a lower horseracing tax mirrors recent UK policy shifts. The financial realities are stark. ATG’s Q4 2025 results showed a 2.2% year-on-year drop in net gaming revenue to SEK5.25bn (€479m). Overall revenue fell 3.6% to SEK5.97bn. Pre-tax profit saw a significant 16% decline, settling at SEK1.57bn, with net profit down 16.4% to SEK1.24bn.
Romboli’s mandate is clear: reinvigorate ATG’s financial performance and expand its customer base beyond traditional betting demographics. A key strategic pillar will be ATG’s expansion into Finland’s forthcoming regulated online gambling market. This venture, a joint operation with Suomen Hippos, the Finnish equestrian association, sees Hippos ATG as one of nearly 50 applicants for licenses ahead of the July 2027 market launch. The platform will operate under ATG’s established branding and technology. Romboli expressed pride in the appointment, emphasizing ATG’s strong history and commitment to the Swedish horse industry. She aims to build on the company’s unique strengths.
Chairman Peter Norman highlighted Romboli’s extensive gaming industry experience and proven ability to develop both businesses and people. He noted her blend of business acumen, commitment, and customer focus. The challenge for Romboli is immense. She must not only revitalize a legacy business facing regulatory headwinds and declining revenues but also spearhead international expansion. The success of the Finnish venture will be a crucial early indicator of her leadership’s impact. The commercial loop here is straightforward: attract new players, retain existing ones, and manage costs effectively to ensure the sustainability of the sports ATG supports. The ultimate industry end-game is clear: adapt or risk obsolescence in a rapidly evolving digital entertainment landscape.
Author bio: Oliver Hawthorne, a Principal Correspondent permanently stationed at an international technology review, offers sharp analysis on industry shifts.