Håvard Lehn Appointed Group CEO of Nordic.Partners – New Leadership Structure Implemented

A significant leadership change is underway at Nordic.Partners, a Swedish iGaming sector company. As part of a new long-term growth strategy, founder Håvard Lehn has been promoted to Group CEO. This restructuring aims to strengthen collaboration within the group while allowing individual business units to maintain their independence. The company has grown significantly since its founding over a decade ago and is now adjusting its internal structure to continue this successful trajectory. The reorientation affects Nordic.Partners, AffCollect, and Princeps. Lehn is expected to drive the long-term strategy and development of these entities. His main tasks include identifying new growth opportunities, shaping the group's strategic direction, and deepening cooperation between its affiliate, technology, and advisory businesses. The focus is on building an "enduring ecosystem" across all three companies.

Numbers and facts

Under the new structure, Sara Hägge has assumed the position of CEO of Nordic.Partners. She will manage daily operations, nurture partner relationships, and support the company's continued expansion. Nordic.Partners, AffCollect, and Princeps will continue to work together to deliver affiliate services, technology solutions, and advisory support for partners in the industry. Håvard Lehn has previously been a driving force for regulating the gambling market in Norway. As a co-founder of Nordic Affiliates, an earlier incarnation of Nordic.Partners, he was the first affiliate member of the Norwegian Online Gambling Trade Organisation (NBO). This organization was founded in 2019 by industry giants such as Betsson, Comeon Group, Kindred, and Gaming Innovation Group.

“As our companies have grown, it became clear that we needed a structure that allows each business to develop independently while working more closely together. As Group CEO, my role is to concentrate on long-term strategy, innovation, as well as ensuring we’re building an enduring ecosystem across all three companies. This structure enables our leadership teams to stay focused on execution while we continue investing in growth and new opportunities.” - Håvard Lehn, Group CEO of Nordic.Partners

Background

The Norwegian gambling market has traditionally been characterized by a state monopoly. Norsk Tipping has the exclusive right to offer online casino games, while Norsk Rikstoto is responsible for horse racing betting. The latter monopoly was recently extended until the end of 2032. The NBO actively advocates for an end to this monopoly and for a regulatory system similar to those in other European markets. Carl Fredrik Stenstrøm, Secretary-General of the NBO, views this as a matter of "when," not "if." He emphasizes that more progress has been made in the last three years than in the previous twenty, but more companies need to get involved. Håvard Lehn himself is Norwegian and has spent over a decade in the industry. He has criticized the lack of changes for people struggling with problem gambling in Norway.

“Politicians talk a lot, but there is no real change for people who are struggling with gambling problems. Being Norwegian myself, and having spent over a decade in the industry, I strongly believe that Norway must regulate its internal gambling markets.” - Håvard Lehn, Co-founder of Nordic Affiliates and Group CEO of Nordic.Partners

Why it matters for German players

This personnel change and Nordic.Partners' growth strategy do not directly affect German players initially. Nordic.Partners primarily operates as an affiliate, technology, and consulting company in the Nordic region, especially in Norway. Affiliates targeting German players must adhere to the strict rules of the Interstate Treaty on Gambling 2021 (GlüStV 2021). These include promoting only operators on the GGL whitelist, complying with the deposit limit of 1,000 euros per month, and the spin limit of 1 euro per spin. Furthermore, all data must be reported to the LUGAS system. Companies like Nordic.Partners, which operate indirectly in the gambling market, must ensure that their partners in Germany hold a valid GGL license. Players in Germany should always make sure to play only at casinos with such a German license to benefit from comprehensive player protection measures. MGA or Curacao casinos do not offer this protection.

What it means for GGL-licensed casinos

For GGL-licensed casinos, such developments in the affiliate sector can mean that partnerships with professionally organized affiliate groups like Nordic.Partners can potentially become more effective. A clearly defined leadership structure and a focus on long-term strategy, as Nordic.Partners is now implementing, can lead to more stable and targeted marketing campaigns. However, all affiliate activities of GGL-licensed casinos must comply with German regulatory requirements. This includes adhering to advertising restrictions and focusing on responsible gaming. German licensees are obliged to ensure that their partners do not disseminate illegal or non-compliant content. Lehn's commitment to regulation in Norway demonstrates his understanding of the importance of compliance and a well-structured market, which could also be beneficial for potential cooperation with GGL-licensed casinos.