AB Trav och Galopp (ATG), Sweden’s leading horseracing and betting operator, has announced the appointment of Mikael Bäcke as CEO of Hippos ATG Oy, its new online gambling joint venture with Suomen Hippos, the Finnish trotting authority. This leadership move strengthens ATG’s entry into Finland ahead of the country’s shift to a licence-based gambling market by January 1, 2027.
Background: The Finnish Opportunity
In April 2025, ATG and Suomen Hippos unveiled plans to form Hippos ATG Oy, with each party acquiring a 50% stake. Despite equal ownership, profits will be split so that 40% goes to ATG and 60% to Suomen Hippos. Set to launch at the beginning of 2027, Hippos ATG will offer sports betting, online casino games, and harness‑racing wagering in Finland. The timing aligns with Finnish Parliament’s proposed gambling reform, which aims to dismantle Veikkaus’s state monopoly and introduce licensed private operators. This development will mark ATG’s first formal entry into Finland, as the company builds a robust presence in the Nordic market
Mikael Bäcke joined ATG in February 2014, rising through roles including business development and chief product officer (appointed October 2016). In August 2019, he became CEO of 25syv Group, ATG’s Danish arm that runs the Bet25 brand.
In Denmark, 25syv has achieved rapid growth under his leadership. Bäcke’s leadership contributed to a 350% increase in company output during his tenure . Prior to ATG, Bäcke worked at Modern Times Group focusing on the Viasat AB brand, gaining experience in media and digital sectors.
Bäcke on the Role: “An Exciting Assignment”
Upon announcing his appointment, Bäcke described the opportunity as “a very exciting assignment and an important and aggressive investment for ATG and the entire Nordic trotting sport”. He emphasized the venture’s dual purpose, to serve Finnish customers and bolster the trotting industry. “Together with Suomen Hippos, we’re building a new, attractive gaming company that both customers and the sport win,” he said.
Hans Lord Skarplöth, ATG’s CEO and chairman of Hippos ATG’s board, praised Bäcke’s extensive knowledge of the Nordic gambling market. He noted that Bäcke is well-suited to drive ATG’s expansion in Finland, aligning with their goal to initiate operations in tandem with Finland’s re-regulation.
Leadership Shuffle: Bet25 Transition
Bäcke’s move leaves a vacancy at the helm of 25syv Group. His successor will be Henrik Friis Pedersen, currently COO and CEO of Bet25. Having helped achieve 350% growth over six years, Pedersen expressed enthusiasm for leading the Danish subsidiary. He stated he is “happy and proud” to build on the group’s strong foundation alongside “skilled employees and partners”.
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What Lies Ahead
Finland’s gambling reform is gaining momentum, with legislative changes expected soon. When the reform passes, new licensed private operators like Hippos ATG will replace Veikkaus’s monopoly in offering betting and iGaming solutions. ATG’s partnership with Suomen Hippos underscores its focus on horse and harness racing—the cornerstone of ATG’s Nordic identity. It positions Hippos ATG to compete head-on in sports and iGaming segments.
In markets such as the UK, where competition among private operators is already robust, a number of UK non GamStop sports betting sites have emerged as popular alternatives for players seeking greater flexibility. These examples may offer useful comparisons as Finland enters a more open gambling landscape.
Between now and January 2027, ATG and Suomen Hippos must finalize licensing, develop digital infrastructure, secure market positioning, and adhere to Finnish regulatory standards. Launching in Helsinki, they plan to leverage consumer familiarity with ATG’s platform and Suomen Hippos’s domestic brand equity. The joint venture seeks to offer comprehensive betting services without restrictions – covering races, sports, and casino, while satisfying local compliance and consumer protection mandates, as Finns adopt licensed alternatives to Veikkaus.
ATG’s appointment of Mikael Bäcke as CEO of Hippos ATG Oy reflects a bold strategic push into Finland, timed with the nation’s transition to a regulated gaming environment. Bäcke brings deep industry knowledge and regional leadership experience, making him a strong fit as ATG positions itself to challenge the Veikkaus monopoly in 2027.
This leadership reshuffling not only crystallizes ATG’s long‑term Nordic ambitions, but also energizes its existing operations in Denmark. As Finland’s gambling market prepares for liberalization, Hippos ATG stands poised to emerge as a powerful player in Nordic iGaming.