PlayStar names Peter Ekmark as new CEO

October 4, 2023

He brings nearly two decades of industry experience to his new role.

Operator PlayStar has appointed Peter Ekmark as its new CEO. Ekmark will succeed outgoing CEO Per Hellberg, who has served in the role for the past two-and-a-half years.

Ekmark brings to his new position nearly 20 years of iGaming industry experience. Prior to joining PlayStar, he worked for seven years at Kindred Group. During this career, he has also held executive leadership positions with Vera&John Casino, JackpotJoy, William Hill and Internet Vikings.

Ekmark has served on PlayStar’s Board of Directors since September 2022.

Ekmark expressed his eagerness to step into his new role and took a moment to thank Hellberg for his contributions to the company.

He commented, “I’m incredibly excited to be taking over the role of PlayStar CEO and would like to take the opportunity to extend my thanks to Per Hellberg for the amazing foundations he has put down for the company in New Jersey and the US in general.

“Having already overseen incredible growth in our first year of operation, I’m confident we as a team can use the extensive iGaming and business management experience I’ve accumulated to help PlayStar cement its position in New Jersey and also expand into other regulated states.”

The company recently celebrated a full year of operation in New Jersey and offered Garden State players access to several daily prizes, as well as a chance to win a $5,000 cash prize.

The US-based iGaming operator launched in New Jersey last fall, with a goal of “challenging the industry with a focus on personalization, engagement and customer experience.”


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