Svenska Spel appoints sports and lottery head

Swedish gaming monopoly Svenska Spel has appointed Peter Zäll to the position of performance area manager for Sports and Lotteries, effective April 3, 2012.

Zäll (50), who will head up the division that comprises retail, mobile and online offerings, succeeds Mattias Mild Born who has taken an executive position at Oriflame Group.

Previously vice president and senior advisor at branding and design firm BAS, Zäll has held executive positions prior at NK, Danish ILLUM and NIKE.

“I am very pleased to welcome Peter Zäll to Svenska Spel. This is a person with broad expertise and experience that has worked with sales and marketing at several companies, both in Sweden and internationally,” said Lennart Käll, President of Svenska Spel.  “Peter has extensive experience as a manager and to lead organizations in change, which is especially important in the challenges before us”.

“Svenska Spel is an interesting company with an exciting job, a strong brand and many well-known products. I look forward to being an important part of the Svenska Spel team and development in the future. I’ve always been interested in both sports and games and feel very inspired by the task,” added Zäll.

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