ATG Restructures: New Product Unit to Boost Digital Performance

The Scandinavian gambling landscape is witnessing a significant shift as AB Trav och Galopp, widely known as ATG, has implemented a major internal reorganization. Starting October 1, 2026, the Swedish horse racing and gaming giant has been operating under a new structure designed to bridge the gap between technology and product development. This is not merely a change in titles but a strategic move to secure technological dominance in an increasingly digital market.

The new setup merges previously siloed departments—IT development and commercial product design—into a single, cohesive unit. This initiative is part of a group-wide strategy to shorten decision-making paths. When a new app feature is conceived, technicians and product managers now sit at the same table from day one. The objective is clear: to maintain market leadership in Sweden and ensure the digital platform remains as competitive as possible.

Numbers and facts

Two key figures are at the heart of this organizational change. Jesper Komstadius has been appointed as Chief Product Officer (CPO). Komstadius brings significant tech experience, having previously served as the Nordic Marketing Manager for Samsung. Alongside him, Therese Haeggblom Widmark steps up as the new Chief Information Officer (CIO). Previously acting in the role, she now joins the executive management team permanently, succeeding Daniel Santikos, who is set to depart the company this autumn.

Lotta Nilsson, serving as CFO and Deputy CEO, views the new structure as a vital step for the company's future. She emphasized the need for clear accountability to ensure development resources are deployed where they can have the most impact.

“With clearer responsibilities for the new product department we will have better conditions to develop our products and services, set the right priorities and use our development power where it makes the biggest difference. For our customers, this will ultimately be noticeable through better gaming experiences.” - Lotta Nilsson, CFO and Deputy CEO at ATG

A specific milestone for the new department has already been set: the launch of an updated V75 racing product on November 28, 2026. This Saturday racing pool is intended to replace the V85 as the operator's flagship weekend offering. Simultaneously, Svensk Travsport is reviewing the Saturday racing program to ensure more competitive and balanced races, enhancing the overall betting experience for customers.

Background

The restructuring also impacts the commercial division led by Katarina Widman. Here, horse betting, sports betting, and casino operations are becoming more integrated. Previously, these sectors often functioned independently; now, marketing, sales, and promotional offers will be managed under a unified strategy. This is a logical response to the evolution of the Swedish market since its regulation. Today's customers expect a seamless journey, whether they are wagering on a harness race or playing a slot machine.

The IT department also receives a refined mandate. Under Haeggblom Widmark, the focus will intensify on operational stability, cybersecurity, and data utilization. In an industry where downtime during major sporting events can result in massive revenue losses, a robust infrastructure is the company's lifeline.

Why it matters for German players

While ATG primarily operates in Sweden and Denmark (via its subsidiary Ecosys), this case illustrates broader trends within the regulated European market. For German players registered with operators licensed by the GGL, such professionalization is a positive sign. As major European players refine their operations, innovation often flows across borders, leading to better products for German customers within the legal framework.

In Germany, the legal situation remains strict under the Interstate Treaty on Gambling 2021 (GlüStV 2021). Players must adhere to a monthly deposit limit of €1,000, monitored via the LUGAS system. Furthermore, the €1 stake limit per spin on virtual slots is a cornerstone of player protection. While Swedish companies like ATG modernize their platforms, German licensees must ensure every technical innovation is fully compliant with GGL whitelist requirements.

What it means for GGL-licensed casinos

For operators with a German license, the trend toward consolidation and technical optimization means competition is sharpening. To survive in the German market, companies must follow ATG's lead in streamlining structures to remain profitable despite high taxes and strict regulations. The GGL closely monitors whether marketing and product developments might jeopardize player protection. A clear separation of IT security and product marketing, as implemented by ATG, often aligns with the requirements found in German certification processes for software and platforms.