Sweden’s AB Trav och Galopp (ATG) has named Anna Romboli its new CEO as the company targets growth in Finland’s upcoming online gambling market. Romboli’s leadership marks a pivotal moment for ATG, especially as it navigates the challenges of expanding its footprint beyond Sweden’s borders.
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Romboli’s Proven Track Record
Anna Romboli steps into her role at ATG with a strong background in the gambling industry. Previously, she helmed the TUR division at Svenska Spel, a state-owned lottery operator, handling major lottery products like Triss and Eurojackpot. Still, her experience extends to major roles at NetEnt and the consultancy Veryday, focusing on product innovation and digital transformation. This diverse skill set seems well-suited to address ATG’s current challenges and strategic goals. Jörgen Forsberg, the interim CEO, will hold the position until Romboli officially assumes her duties in December. And her appointment fills the vacancy left by Hasse Lord Skarplöth, who was a vocal opponent of Sweden’s increased gambling tax to 22%. Skarplöth argued for a higher tax on online casino games while advocating for reduced taxes on horse racing—an approach mirrored by recent tax policies in the UK.
ATG’s Financial Challenges
ATG’s financial performance shows signs of strain. Its Q4 2025 results highlighted a 2.2% drop in net gaming revenue to SEK5.25 billion (€479 million) and a 3.6% decline in overall revenue to SEK5.97 billion. Pre-tax profits and net profits both plummeted by 16%. Romboli faces the task of reinvigorating the company’s financial health and widening the appeal of horse racing betting. The financial downturn isn’t entirely isolated. And industry analysts have pointed to similar patterns across Swedish operators adjusting to the gambling tax increase. Restoring growth and maintaining ATG’s pivotal role in funding Sweden’s trotting and galloping sports remain critical.
Strategic Move into Finland
ATG’s ambitions stretch into Finland’s soon-to-be-regulated online gambling market. It’s one of nearly 50 applicants vying for a Finnish online gambling license, with operations slated to begin by July 2027. This move will be executed through a joint venture with Suomen Hippos, using ATG’s established brand and platform. In a company statement, Romboli expressed her enthusiasm: “I am very happy and proud to be entrusted with leading ATG. It’s a company with a strong history, many committed employees, and a special significance for the Swedish horse industry.” She emphasized building on ATG’s unique market position and enhancing its offerings for the 1.4 million customers. Chairman Peter Norman praised Romboli, highlighting her extensive industry experience and customer-oriented leadership style—a key asset as ATG positions itself for Finnish market entry.
Looking Ahead
The Finnish online gambling market is set for its official opening in July 2027, by which time ATG aims to have secured its position. Anna Romboli’s appointment brings strategic oversight to this expansion, aligning with the company’s broader ambitions to strengthen its market presence and financial performance. For now, industry watchers will be keen to see how her leadership impacts ATG’s trajectory.
Garry Sputnim is a seasoned journalist and storyteller with over a decade of experience in the trenches of global news. With a keen eye for uncovering stories that resonate, Alex has reported from over 30 countries, bringing light to untold narratives and the human faces behind the headlines. Specializing in investigative journalism, Garry has a knack for technology and social justice issues, weaving compelling narratives that bridge tech and humanity. Outside the newsroom, Garry is an avid rock climber and podcast host, exploring stories of resilience and innovation.
