Veikkaus Welcomes Former Kindred Exec as New Sportsbook Director

Veikkaus has announced Erik Reimblad as their new sportsbook director, starting today, July 5. Reimblad’s appointment comes shortly after his departure from Kindred, where he served for 12 years.

Reimblad’s tenure at Kindred saw him excel in various roles, most recently as director of sportsbook for three and a half years. His journey included multiple development positions and a brief stint at IGT as a product manager for betting and bingo, before returning to Kindred during its Unibet days.

Expressing his enthusiasm, Reimblad shared, “I’m excited to be part of Veikkaus’ journey. The opportunity that Veikkaus may have to enter the global stage fits well with my experience of operating in several markets.” He added, “I’m eager to contribute my knowledge to this exciting journey. Veikkaus has a respected reputation in the industry among both operators and suppliers. So, the timing of my transition feels perfect.”

Strengthening Veikkaus’ International Presence

Veikkaus’ executive vice president of sports betting and online gaming, Jarkko Nordlund, welcomed Reimblad’s expertise, stating, “Reimblad will bring excellent international expertise in betting business, operation, development, and continuous improvement of the player experience to Veikkaus. It’s great to have an international professional to strengthen Veikkaus’ business.”

Veikkaus, Finland’s state-owned betting agency, looks to enhance its sportsbook operations and player experience under Reimblad’s leadership. His extensive background and proven track record in the industry are expected to drive Veikkaus’ ambitions on the global stage.

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With Reimblad at the helm, Veikkaus aims to leverage his deep understanding of the market to boost its international standing and operational excellence. The transition marks a significant step for Veikkaus as it seeks to expand and innovate in the dynamic world of sports betting.

As Reimblad begins his role, the industry watches closely to see how his experience and vision will shape Veikkaus’ future. The company’s move to bring in such a seasoned professional underscores its commitment to growth and excellence in the betting sector.

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