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PlayStar Casino has named former Catena Media chief Per Hellberg as its chief executive officer, as the brand stands poised to make its US debut in the state of New Jersey.

Hellberg, who most recently served as the CEO of the affiliate firm, previously occupied the role of CEO and chairman of Readly, taking the business from start-up and putting it on the path to being listed on the NASDAQ Stockholm.

Further past experience is gained from Nordic Gaming Group as chief marketing officer in 2009, before being promoted to CEO just five months later. Over the next three years the business maintained consistent growth until it was acquired by Betsson Group in 2012.

“I am delighted to join PlayStar as the team gets ready to launch into the New Jersey market later this year,” Hellberg commented. “In PlayStar I see a challenger brand that has what it takes, both in terms of product and management team, to become a major player in the US market as it continues to roll out.

“I also believe PlayStar presents a tremendous opportunity for investors looking to leverage the gigantic potential in the US market, and I look forward to working closely with them as we grow the business.”

Spearheading PlayStar Casino’s ambitious plans for the regulated US market, Hellberg will be charged with leading the group in its Garden State launch, which is planned to take place in the second half of the year,  with additional states planned for the following 12 months.

The entity says that it aims to offer “an immersive experience that visitors receive every time they walk through the casino’s digital doors”.

Adam Noble, executive vice president at PlayStar Casino, added: “It is a great time for Per to join PlayStar as we get ready to bring our concept to market and really start to build momentum behind the business.

“With Per’s expertise and experience in online gambling, his intimate knowledge of the affiliate space  and of course corporate leadership, it’s the perfect time for Per to join and set the company up for success.”