PlayStar’s growth trajectory accelerates under new leadership

Lea Hogg October 5, 2023

PlayStar has appointed Peter Ekmark (in photo above), as its new CEO, succeeding Per Hellberg in the role. Ekmark, a board member of the US-focused online casino operator since September 2022, played a pivotal role in the brand’s growth within the New Jersey market over the past year. This growth caught the eye of Malta-based Glitnor Group, which recently acquired a 37.5 percent stake in PlayStar as part of its expansion into the US market.

Ekmark brings extensive iGaming experience to his new position, with a career spanning back to 2007. His most recent role was as the Group CEO of the investment company Harvest Tech. From October 2019 to September 2022, he served as the CEO at iGaming hosting provider Internet Vikings. Before that, he held positions as the director of business development at Mr. Green and William Hill. Between September 2015 and February 2019, he was a key part of the JackpotJoy Group, initially serving as CIO and later as CCO. Prior to these roles, he had a substantial seven-year tenure at Kindred Group.

Peter Ekmark’s appointment marks a transition from Per Hellberg, the former CEO of Catena Media, who joined PlayStar in March 2021. PlayStar acknowledges Hellberg’s significant contributions during his two-and-a-half-year tenure, emphasizing that he achieved all major revenue milestones.

Ekmark expressed his enthusiasm for his new role, saying, “I’m incredibly excited to be taking over the role of PlayStar CEO and would like to take the opportunity to extend my thanks to Per Hellberg for the amazing foundations he has laid for the company in New Jersey and the US as a whole.” He continued, “Having already overseen incredible growth in our first year of operation, I’m confident that our team can leverage the extensive iGaming and business management experience I’ve accumulated to solidify PlayStar’s position in New Jersey and expand into other regulated states.”

PlayStar, founded by current chairman and online casino pioneer Joel Wikell, made its debut in the iGaming industry last summer with its launch in New Jersey. With Ekmark’s appointment, the company is poised for further expansion and success in the competitive gaming market.

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