Online casino start-up PlayStar Casino has appointed Per Hellberg, previously of affiliate giant Catena Media, as chief executive.
In his new role, Hellberg will spearhead PlayStar’s US expansion plans, with the brand due to launch in New Jersey before the end of the year and additional state roll-outs planned for next year.
Hellberg led Catena Media as chief executive from March 2018 to January this year, when he was replaced by Göran Blomberg.
Prior to this, he served as CEO and chairman of Readly, taking the business from start-up and putting it on the path to being listed on the NASDAQ Stockholm.
Hellberg also had a spell as CEO of Nordic Gaming Group (NordicBet), which was later acquired by Betsson Group.
“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,” Hellberg said.
“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.”
PlayStar executive vice president Adam Noble 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.”
PlayStar plans to launch in New Jersey during the fourth quarter, having already struck up a partnership with Atlantic City’s Ocean Casino Resort to secure market access in the state.
PlayStar has also selected Gaming Innovation Group (GiG) to power the launch of its first igaming offering in the US.