In her new role, Kilström will have responsibility for Tur’s number games and lotteries, including brands such as Triss, Lotto, Eurojackpot and Keno.

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Kilström joins Svenska Spel having most recently served as marketing and communications director for the Stockholmsmässan exhibition facility in Stockholm.

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Prior to this, Kilström also previously had spells in senior roles with companies including Coca-Cola and Ebay.

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“I really look forward to working with our talented employees to develop the gaming experience of the future in a sustainable way, not least now at a stage where the outside world and customer movement place demands on both our sales and marketing,” Kilström said.

Svenska Spel Tur business area manager Anna Romboli added: “Christina’s experience in customer experience, digital development, sales and brands from Coca-Cola, Ebay, Vattenfall and most recently the Stockholmsmässan will be a great asset.

“It is an exciting time where strong brands and the ability to adapt to a rapidly changing world and new customer habits are more important than ever.”

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The appointment comes after Svenska Spel last week released its results for 2020, revealing that growth in digital revenues failed to offset losses suffered due to the closure of its land-based business as a result of Covid-19.

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Net gaming revenue for the 12 months ended 31 December 2020 amounted to SEK7.67bn (£666.1m/€763.65/$926.3m), down 9% from the previous year.