Three short lines to set the scene. Hippos ATG COO is the role now confirmed for long-time industry executive Jussi Nurmi. The company is building its leadership team ahead of its 2027 debut in Finland’s regulated gaming market (see previous C hires).

• Hippos ATG said Nurmi will step in as COO, bringing experience from roles in marketing, commercial strategy and country management. CEO Mikael Bäcke said the company values his operational background and “results-driven mindset.” The hire supports its preparations for sportsbook, horse racing betting and online casino services planned for 2027.

• Nurmi has led international teams across sportsbook, casino, CRM and BI and has overseen multiple market launches. His wider background also includes founding digital marketing companies and contributing to startups in recruitment and Web3. He holds a business degree from Jyväskylä University of Applied Sciences with a specialisation in sports marketing.

• Hippos ATG is jointly owned by Suomen Hippos and ATG, with profits shared 60/40. The board includes representatives from both owners, chaired by ATG’s Hans Lord Skarplöth. The company states it aims to build a modern, responsible offering for Finland when operations begin in January 2027.

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