Pontus Lindwall runs Betsson AB, a Stockholm-listed gambling group active in 23 countries. He tested the U.S. market with a Colorado sportsbook, then pulled it in 2024. He also survived a 2021 boardroom attempt to remove him as CEO.
This profile covers his career, that leadership fight, and what happened when Betsson tried the American market.
Who Is Pontus Lindwall?
Pontus Lindwall leads Betsson AB, a gambling group listed on Nasdaq Stockholm, as President and CEO. He first became CEO in 1998, stepped down in 2011, then returned in 2017 to lead a turnaround. His father co-founded Cherry, a Swedish gambling pioneer, and Lindwall built his own path through tech in the 1990s.
He founded NetEnt in 1996 with backing from Cherry, his employer at the time. Cherry took full ownership of the studio by 2000. His team also acquired a small startup named Betsson and rebranded around it, building the group people know today.
Betsson AB is the group’s listed holding company, and Pontus Lindwall leads it as President and CEO. Jesper Svensson runs Betsson’s day-to-day operations as Operational CEO, a separate role he has held since 2017. Industry press sometimes calls Svensson ‘Betsson CEO’ too, but this profile covers Lindwall, the AB-level chief executive.
Pontus Lindwall’s Career at Betsson
Pontus Lindwall has led Betsson through two stints as CEO, each shaped by growth and crisis. The table below tracks his key milestones.
| Year | Milestone |
| 1998 | First named CEO of Betsson |
| 2011 | Steps down after his first run as CEO |
| 2017 | Returns as CEO to lead a turnaround plan |
| 2020 | Signs a Colorado deal to test the U.S. market |
| 2021 | Survives a board vote to remove him as CEO |
| 2022 | Launches the Betsafe sportsbook in Colorado |
| 2024 | Pulls Betsafe out of Colorado, ending U.S. consumer play |
| 2026 | Leads Betsson as CEO, licensed in 23 countries |
The 2021 Board Fight That Nearly Ended Pontus Lindwall’s Run
In September 2021, Betsson’s board said Lindwall had finished his turnaround work and opened a search for his replacement. The move triggered pushback from staff and top shareholders. Board chair Patrick Svensk then resigned after a no-confidence vote.
A new board, led by chair Johan Lundberg, reversed the decision the next month. Lundberg said the company needed stable leadership. It faced “the unexpected Dutch situation” and a push into new markets, including the U.S.
Betsson’s Run at the U.S. Sports Betting Market
Betsson entered the U.S. in 2020 through a deal with Colorado’s Dostal Alley Casino. Colorado had legalized online sports betting that year, giving Betsson a low-risk entry point. Pontus Lindwall called it a step into “a new continent” for the group.
The Betsafe sportsbook app launched in Colorado in March 2022. Its bigger goal was proving Betsson’s sportsbook technology to future partners, not just signing up bettors. Betsson shut down its Colorado consumer operations at the end of September 2024.
A company spokesperson said Betsson would not offer consumer betting in the U.S. “for the foreseeable future.” The group still pursues U.S. technology deals, but it has not returned to consumer betting since.
How Betsson’s Global Model Compares to a U.S.-Only Operator
Pontus Lindwall runs Betsson differently than sportsbooks built only for American bettors. The table below compares the two models.
| Feature | Betsson Under Lindwall | Typical U.S.-Focused Operator |
| Licensed markets | 23 countries, led by Latin America | Mostly U.S. states only |
| U.S. approach | Tested one state, then exited consumer betting | Built market share state by state |
| Stock listing | Nasdaq Stockholm | Often Nasdaq or NYSE in New York |
| Top revenue region (2026) | Latin America | United States |
Pontus Lindwall on Leadership and Prediction Markets
At ICE Barcelona in January 2026, Lindwall said his leadership style shifted as Betsson grew. Decision-making became more collaborative as the leadership team expanded. On public scrutiny, he said: “It’s my normal life. I hardly notice it.”
He called layoffs the hardest part of running Betsson, especially in its early, unprofitable years. Poorly written regulation frustrates him more than any competitor does. He also watches prediction markets, a newer trading-style betting product.
During Betsson’s Q2 2026 investor call, Lindwall said prediction markets interest him. But he noted they would count as regulated gambling in Betsson’s markets. That differs from the U.S., where prediction markets operate under separate rules.
The Bottom Line
Pontus Lindwall has led Betsson through two CEO terms, a boardroom revolt, and a short U.S. sports betting run. He kept the company intact during the 2021 boardroom crisis. Then in 2024, he pulled its consumer product from Colorado rather than chase a losing bet.
Betsson still eyes U.S. business deals through its sportsbook technology, even without a consumer app on the ground.
Frequently Asked Questions
Who is Pontus Lindwall?
Pontus Lindwall leads Betsson AB, a Stockholm-listed gambling group, as President and CEO. He first led the company in 1998, then returned as CEO in 2017 after a break. He also founded NetEnt in 1996 with backing from Cherry, which took full ownership by 2000.
Is Pontus Lindwall still Betsson’s CEO in 2026?
Yes, Lindwall is still Betsson’s CEO in 2026. He spoke about leadership and regulation at ICE Barcelona that January. He has held the role since 2017, following an earlier run as CEO from 1998 to 2011.
Why did Betsson leave the Colorado sports betting market?
Betsson shut down its Betsafe consumer sportsbook in Colorado at the end of September 2024. A company spokesperson said Betsson would not run consumer betting in the U.S. for now. Betsson launched Betsafe mainly to prove its sportsbook technology to future business partners, not to chase a large user base.
Did Betsson’s board really try to remove Lindwall as CEO?
Yes, Betsson’s board tried to replace Lindwall as CEO in September 2021. The board said he had completed his turnaround goals, but staff and shareholders pushed back. The chair resigned, and a new board reversed the decision the following month.
What did Pontus Lindwall do before running Betsson?
Lindwall trained in science and engineering before moving into tech during the 1990s internet boom. He co-founded NetEnt, an online game studio, with two other investors. His team then acquired a small startup named Betsson and built it into the group people know today.
