Anna Romboli, currently chief communications officer at NetEnt, is to leave the gaming giant and join Svenska Spel as business area manager for the Tur division.

Taking up her new role on August 12, Romboli will report directly to the CEO. She leaves NetEnt after more than five years heading the company’s global communications team.

Patrik Hofbauer, president and CEO at Svenska Spel, said: “I am very happy to welcome Anna to Svenska Spel. Her solid expertise in branding issues will be valuable for managing and developing our popular brand names within number games and lotteries.

“I would also like to emphasise Anna’s experience of driving innovation and building digital business in the gaming industry. The fact that she also comes from the industry and has insight into the new re-regulated market is a great advantage for driving and developing the business.” 

Romboli will be responsible for the group’s Tur business area, which includes some of Sweden’s most famous gaming brands such as Lotto, Triss and Keno.

She said of her new role: “I really look forward to being part of developing some of Sweden’s most famous brands. I hope to contribute to building products and services with the customer in focus, and that are attractive and competitive in the new regulated [Swedish igaming] market.”

Romboli succeeds Kristina Askstedt, who will leave Svenska Spel for a new role outside the group.