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LeoVegas announced that its LeoSafePlay responsible gambling initiative has become a standalone business unit. The company reshuffled its management team, with Richard Woodbridge set to join the team as the new chief operating officer in 2019.

LeoSafePlay was launched in November 2017 as a platform offering services to encourage responsible gambling.

LeoVegas confirmed that Rikard Ljungman will leave his position as chief commercial officer to focus entirely on LeoSafePlay.

“LeoSafePlay will be run as a separate business unit in order to create the best conditions for the next generation responsible gaming system based on machine learning,” the company said.

Woodbridge will join the company on the 9th of January 2019 and will assume Ljungman’s role in Malta.

Group CEO Gustaf Hangman:

“Richard’s background and personality are a perfect fit for LeoVegas as we continue to focus on growth and sustainability.

“Overarching responsibility for operations is growing increasingly important now that we have some 750 employees, of whom 400 are based in Malta.

“LeoVegas is a data-driven company in which we use a number of key metrics to further improve ourselves and increase our productivity. This has become even more crucial as we have begun acquiring companies and working with multiple brands.”

The company’s current chief operating officer, Marcus Nylén, will remain in position until Woodbridge joins LeoVegas. Nylén, however, will leave the group management team to focus on his role as head of the company’s global expansion as his wife Louise is to assume the newly-created role of deputy CEO of mobile gaming. Louise Nylén was previously the company’s chief marketing officer. Now, the role will be split across several positions.

“Louise has been with LeoVegas and based in Malta since 2013, holding the position as CMO since 2015,” Hagman said.

“In that role she has built up a data-driven and effective market team that is responsible for LeoVegas’ customer acquisition and global brand-building. Much of the approach in this work can be used across a broader front in the company.”

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