The World Cup is the world’s biggest sporting event and as the market leader in football betting in Sweden, ATG has launched a comprehensive initiative ahead of this summer’s championship with a focus on experience, content and playing value. At the center is the new World Cup Arena – a dedicated hub where everything related to the championship is gathered. At the same time, ATG is launching new commercials within the established concept Kom in i matchen.

“As the largest player in football betting, we have both a responsibility and an opportunity to really make a difference for our customers. With VM-Arena, we collect all World Cup content in one place and combine it with really sharp offers. We are committed to becoming the obvious first choice for anyone who wants to add extra excitement to the matches during this summer’s football festival,” said John F. Andersson, head of sports betting at ATG.

In the World Cup Arena, customers have access to odds, statistics, betting tips and moving content, along with enhanced offers that run throughout the tournament.

The World Cup offer includes:

• Increased refund on selected odds – means that a larger proportion of the stakes go back to the players, which increases the value of the game.

• 2UP – early payout – the bet is paid out as a win as soon as the team is leading by two goals, regardless of how the match later ends.

• Substitute – means that bets placed on a starting player are automatically transferred to the player who replaces them when a substitution is made.

• Packaged Bet Builders and special bets – pre-composed bets where several match events are combined in the same game, with extra focus on Sweden’s matches.

• Recurring odds boosts – continuous offers with extra sharp odds on selected games throughout the World Cup.

In connection with the World Cup, ATG is also launching a series of new films within the established concept of Enter the Match.

“Many people associate ATG with trotting and galloping, but we are also the largest in sports betting in Sweden – betting on football, hockey and over 50 other sports. With the new campaign, we want to strengthen our position in sports in general and football in particular by getting close to the supporters who live with their team far beyond the stadium and the match itself,” said Mikael Gustafsson, Marketing Manager Sports at ATG.

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The board of directors of AB Trav och Galopp (ATG) has appointed Anna Romboli as their new CEO. Anna Romboli will take up the position in December 2026.

Anna Romboli most recently came from the role of business area manager for Svenska Spel Tur. She has previously held senior positions at, among others, game developer NetEnt and design and innovation agency Veryday.

“I am very happy and proud to be entrusted with leading ATG. It is a company with a strong history, many committed employees and a special significance for the Swedish horse industry. I look forward to continuing to develop the offering to our 1.4 million customers together with the employees and building on what makes ATG unique,” said Anna Romboli.

ATG is owned by Svensk Travsport and Svensk Galopp and is today the largest gaming company in the Swedish license market. Through its operations, ATG contributes significant funds to Swedish trotting and galloping sports every year, which also strengthens the Swedish horse industry in general.

“Anna has extensive experience in the gaming industry and has shown over many years that she can develop both businesses and people. She is a leader who combines business acumen with great commitment and customer focus. The board is very pleased that she has accepted the assignment as CEO of ATG,” said Peter Norman, Chairman of the Board of ATG.

Jörgen Forsberg will continue as acting CEO of ATG until Anna Romboli takes office in December.

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ATG Casino has gone live in Sweden with slots from Fantasma Games via EveryMatrix, extending an earlier agreement to integrate aggregated content from the supplier.

ATG’s Swedish customers now have access to Fantasma titles including Explosive Banana X, Thundra Hydra Coins Max and Mission Coinplete, among others. Fantasma Games is part of the EveryMatrix Group.

The rollout includes EngageSuite Jackpots. EveryMatrix said the product uses real-time, customisable in-game widgets and allows operators to configure up to four jackpots per game without impacting base bets, with built-in simulation tools to estimate win frequency.

Carl Gatt Baldacchino, Account Management Casino, EveryMatrix, said: “Expanding the ATG® Casino deal with Fantasma Games titles was the natural next step of our partnership. By combining our aggregated and in-house content with our premium jackpot solution, ATG® will deliver a more engaging and differentiated experience to its players.”

Jan Sonnevi, Head of Casino, ATG, said: “Partnering with EveryMatrix has allowed us to introduce high-quality content and innovative engagement features to our players. We already saw how successful these additions were thanks to the record-breaking win registered by one of our players in January.” EveryMatrix noted ATG previously recorded a 1.4 million MEGA Jackpot win earlier this year using EngageSuite Jackpots.

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