Johan Styren

Johan Styren’s main experience comes from the online and mobile gaming industry. He has a wide experience in building and managing the complete sales funnel for online and mobile including marketing, payments and conversion. With over six years mid-high level management experience and two years at C-level management, Johan Styren’s specialities include:

Online Marketing
Business Development
Betting and Casino

LeoVegas has quickly come to be market leader in mobile casino for the Swedish market and is now expanding across Europe. There are currently more than 20 employees and growing fast.

As CEO of LeoVegas, Johan Styren’s mission is to create and increase growth in line with aggressive targets set up by the board. This includes managing and overseeing all parts of the business including marketing, business development, customer support, VIP management, customer loyalty and fraud management.

Relive the highlights from our last show and stay tuned for this year’s SiGMA. Watch out for what we’re branding as the ‘iGaming Village’ this year.

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LeoVegas to launch sport betting product

After the initial public offering on Stockholm Nasdaq in March, the mobile casino LeoVegas has released an official announcement that it will go live with its brand new sports betting product named LeoVegas Sports on Friday, the May 13th.

The company’s main goal is to deliver the optimal experience for customers placing bets on mobile devices. The new betting product will be powered by Kambi, which promises to bring “several unique characteristics, including easier navigation, intuitive player experience, and faster loading”.

Gustaf Hagman, CEO and co-founder of LeoVegas Group comments on the forthcoming launch: “LeoVegas` mobile DNA and innovative strength is the foundation for our market-leading position in mobile gaming,” .

“I am very proud of our employees who have enabled us to launch a product that will bring mobile sports betting to a new level,” Hagman added.

To support the launch, LeoVegas has planned a multi-million advertising campaign, which will be conducted in the UK and other main markets. “We’ve launched LeoVegas Sport in the UK, Sweden, Norway, Finland, The Netherlands and Canada. We’re looking at expanding into more and new markets shortly”, commented CEO of LeoVegas Gaming Ltd. Johan Styren.

“In the UK we will be running an integrated campaign using various media and channels. One example is that we are going to hold an elimination penalty shootout competition in the UK via PR and social. Budding footballers will be given the chance to enter the competition and the chosen 10 will battle it out in rounds of elimination penalty shootouts. The winner will then receive £100 for every penalty that’s scored at the forthcoming EUFA EURO 2016 tournament. This should really add to the excitement around LeoVegas Sport and the Euro 2016 tournament”, Styren further comments.

The Malta-headquartered company will release its new offering one month before UEFA Euro 2016 Championships in France. Johan Styren commented on the company’s plans for this busy time: “At the moment we are looking at multiple interesting offers and campaigns. As per our overall marketing, we will always add that local touch-and-feel to the campaigns, according to the respective market. It’s still a bit too early to divulge more information at this stage – but wait for innovative campaigns.”

LeoVegas was the the Gold Sponsor at SiGMA15. Get ready for SiGMA16 and book your Early Bird ticket here.


LeoVegas publishes prospectus for listing on NASDAQ First North Premier

The Board of Directors and the owners of LeoVegas AB (publ) (”LeoVegas” or the “Company”) have decided to, as a platform for continued growth, list the Company on Nasdaq First North Premier on March 17, 2016. The intention is to diversify the Company’s ownership base through a combined sale of existing and newly issued shares. Today, the Company publishes the prospectus and the price range in the offering (the “Offering”). LeoVegas is a leading mobile gaming company with a vision create the ultimate gaming experience and be number one in mobile gaming. The shares will trade under the ticker “LEO”.

The Offering

  • The Offering is made to the general public in Sweden as well as to institutional investors in Sweden and in other countries, including qualified institutional buyers in USA.
  • The Offering comprises between 25,985,848 and 26,711,780 shares in LeoVegas, corresponding to 26 – 27 percent of the total number of shares in the Company. Of these shares, between 5,843,750 and 6,678,571 are newly issued shares and between 20,033,209 and 20,142,098 are shares offered by the Selling Shareholders.
  • Aggregate Media and certain other Selling Shareholders have reserved the right to, in the event of sufficient demand, increase the Offering with a maximum of 2,462,000 additional existing shares (the “Upsizing shares”), corresponding to maximum 2.5 percent of the total number of shares in the Company after completion of the Offering and based on a subscription price at the top of the price range.
  • The Main Shareholders, SEB Foundations2 have provided Carnegie Investment Bank AB (publ) (“Carnegie”) and Skandinaviska Enskilda Banken AB (publ) (“SEB”) (together the “Joint Global Coordinators”) with an overallotment option of up to 4,006,767 additional shares (the “Overallotment Option”), corresponding to maximum 15 percent in the shares in the Offering excluding the Upsizing shares. The Overallotment Option may only be exercised in case of oversubscriptions in the Offering.
  • Provided that the Offering is completed at a subscription price corresponding to the midpoint of the price range, and provided that the Selling Shareholders exercise their right to increase the Offering and the Overallotment Option is fully exercised, the Offering will in total comprise of 32,735,309 shares, corresponding to approximately 33 percent of the total number of shares in the Company.
  • The offering price will be determined by the board of LeoVegas and the Main Shareholders, in consultation with the Joint Global Coordinators, and will be established in the range of SEK 28 – 32 per share. The final offering price is expected to be published on or around March 17, 2016. The offering price to the general public in Sweden will not exceed SEK 32 per share.
  • The total value of the Offering (including the Upsizing shares) based in the price range amounts to approximately SEK 817 – 910 million and approximately SEK 929 – 1,035 million if the Overallotment Option is fully exercised.
Subscriptionundertaking (MSEK) Minimumnumber of shares Percent ofthe Offering (%)3
Catella Fondförvaltning AB 80 2,500,000 7.7 – 8.6
Handelsbanken Fonder AB 80 2,500,000 7.7 – 8.6
Swedbank Robur Fonder AB 80 2,500,000 7.7 – 8.6
Carnegie Asset Management 50 1,562,500 4.8 – 5.4
Keel Capital 50 1,562,500 4.8 – 5.4
Fonden Alcur 30 937,500 2.9 – 3.2
AMF Fonder AB 30 937,500 2.9 – 3.2
Total 400 12,500,000 38.6 – 43.1
  • Applications for acquisition of shares within the terms of the Offering to the general public in Sweden will commence on March 7, 2016, and is expected to end on March 15, 2016.
  • The book-building procedure for institutional investors will commence on March 7, 2016, and is expected to end on March 16, 2016.
  • Estimated first day of trading on Nasdaq First North Premier is March 17, 2016, and the shares will be traded under the ticker “LEO”.
  • Estimated settlement date in relation to the Offering is March 21, 2016.

Gustaf Hagman and Robin Ramm-Ericson, Co-founders of LeoVegas, comments:

“Not even five years have passed since that spring evening when the concept for the mobile gaming company LeoVegas was born. When other players considered mobile gaming on par with online gaming on a smaller screen, we saw with LeoVegas a completely new world. The breakthrough of the iPhone and other smartphones changed everything and the experience, user enjoyment and playfulness in mobile usage paved the way. 

The market for mobile gaming entertainment is still in its infancy. We want LeoVegas to lead the way in terms of product innovation and mobile experience, and we see enormous growth potential in both new and existing markets as well as new product areas. With a clear passion for customer experience, a focused and successful marketing strategy, a proprietary technical platform and an innovations-oriented corporate culture, we feel that LeoVegas is well-positioned for this growth. LeoVegas’ focus on longterm customer relations and a data-driven process have laid the foundation for a scalable business model. 

We see a listing of LeoVegas on Nasdaq First North Premier as a natural step of the Company’s development and in particular, we view it as a platform for continued robust growth.”

Introduction to the mobile gaming company LeoVegas
LeoVegas is a fast-growing mobile gaming company that aims to be the market leader in mobile casino and related gaming entertainment. The Company was founded in 2011 by entrepreneurs Gustaf Hagman and Robin Ramm-Ericsson with the objective of creating the ultimate gaming experience on mobile devices. The operations are characterized by award-winning innovation and strong growth. LeoVegas offers opportunities to play casino games and engage in other forms of online gaming using applications and browsers on primarily mobile devices (such as smartphones, tablets and smartwatches). LeoVegas currently offers more than 680 online games from more than 30 game providers. The Company also plans to introduce sports betting, which is scheduled to be launched during the first half of 2016.
LeoVegas is developed “Mobile First” and is in pole position in terms of the latest technology on the mobile gaming market. With an outstanding gaming experience, long-term customer relationships and the establishment of a strong brand as starting point, the Company, through innovative, effective and data-driven marketing, has attracted a continuously growing customer base. Parent company LeoVegas AB (publ) invests in companies that offers games via mobile devices and computers, as well as companies that develop related technology. The headquarters is located in Stockholm, operational activities are run through subsidiaries, the gaming business is based on Malta, and its technological development are based in Sweden. LeoVegas offers casino games under licenses from Malta and the UK.

Since LeoVegas was launched in Sweden in January 2012, the Company has grown strongly and expanded considerably internationally with total customer deposits4 exceeding MEUR 450. The most important markets for the Company is currently the Nordics and the UK. For the fiscal year 2015, the Company’s net sales amounted to MEUR 83, a growth of MEUR 46, corresponding to an organic growth 2015 of 124 percent. The mobile gaming company LeoVegas has since its foundation shown strong growth every quarter.

Revenue per quarter (MEUR)


A deposit is defined as a customer’s depositing of funds into a gaming account at LeoVegas.

Adjusted EBITDA refers to adjusted costs in relation to the Company’s preparation of the IPO on Nasdaq First North Premier

LeoVegas financial targets

LeoVegas has set financial targets in relation to the Company strategy as follows:


  • LeoVegas’ target is to reach EUR 300 million in net sales in 2018.
  • Long-term organic growth that outperforms the online gaming market.


  • LeoVegas’ target is to reach an EBITDA margin of approximately 15 percent in 2018.
  • Long-term EBITDA margin of no less than 15 percent assuming that 100 percent of the revenue is generated on regulated markets subject to gambling tax.


  • LeoVegas’ dividend policy, over time, is to pay dividends of at least 50 percent of LeoVegas’ profit after tax.

Application Instructions for acquisition of shares
Applications for acquisition of shares within the terms of the Offering to the general public are to be made during the period 7 – 15 March 2016. Applications shall be made in even lots of 100 shares, a minimum of 200 shares and a maximum of 20,000 shares6. Applications must be made by using a certain application form from which can be obtained at any SEB office, or can be ordered from the Company. Applications can also be made through SEB’s Internet bank or Avanza’s ( or Nordnet’s Internet service (

For more information, please contact:
Gustaf Hagman, Group CEO and Co-founder: +46 70-880 55 22,
Viktor Fritzén, Group CFO: +46 73-612 26 67,

Those who wish to subscribe for more than 20,000 shares are regarded as institutional investors and should contact Carnegie or SEB Equities in accordance with what is stated in the section “The Institutional offering” in the prospectus.

Important information

This announcement is not and does not form a part of any offer for sale of securities. Copies of this announcement are not being made and may not be distributed or sent into the United States, Australia, Canada, Japan or any other jurisdiction in which such distribution would be unlawful or would require registration or other measures.

The securities referred to in this announcement have not been and will not be registered under the U.S. Securities Act of 1933, as amended (the “Securities Act”), and accordingly may not be offered or sold in the United States absent registration or an exemption from the registration requirements of the Securities Act and in accordance with applicable U.S. state securities laws. The Company does not intend to register any offering in the United States or to conduct a public offering of securities in the United States.

The offering of the securities referred to in this announcement will be made by means of a prospectus.This announcement is not a prospectus for the purposes of Directive 2003/71/EC (together with any applicable implementing measures in any Member State, the “Prospectus Directive”). Investors should not invest in any securities referred to in this announcement except on the basis of information contained in the aforementioned prospectus.

In any EEA Member State other than Sweden that has implemented the Prospectus Directive, this communication is only addressed to and is only directed at qualified investors in that Member State within the meaning of the Prospectus Directive, i.e., only to investors who can receive the offer without an approved prospectus in such EEA Member State.

This communication is only being distributed to and is only directed at persons in the United Kingdom that are (i) investment professionals falling within Article 19(5) of the Financial Services and Markets Act 2000 (Financial Promotion) Order 2005, as amended (the “Order”) or (ii) high net worth entities, and other persons to whom this announcement may lawfully be communicated, falling within Article 49(2)(a) to (d) of the Order (all such persons together being referred to as “relevant persons”). This communication must not be acted on or relied on by persons who are not relevant persons. Any investment or investment activity to which this communication relates is available only to relevant

SiGMA interviews LeoVegas CEO Johan Styren

From a workforce of 170 today to some 300 by mid 2016, Johan Styren is at the helm of what’s arguably the fastest growing operator in Malta. In an interview with SiGMA the charismatic CEO discusses the success behind LeoVegas and its exciting plans for the future.


Johan Styren

Johan Styren, LeoVegas CEO

The LeoVegas brand has grown massively since its inception in 2012; which factors do you attribute to your successover the years?

First of all we have an amazing product. Having a mobile casino in itself is not unique, however the way we have been able to innovate and stay ahead of the competition is. We have kept our focus in product as well as marketing and that has kept us in the lead. On top ofthat we have constantly been able to find the most talented and hard working people, I can’t stress enough what a difference that has made.

LeoVegas has always been at the forefront on mobile gaming; where do you see mobile gaming heading in the next few years?

First of all it will keep on growing, people are still moving from offline to desktop and from desktop to mobile. That transition is far from over. I’m expecting new devices to play a bigger part of the mix including the new I-pad pro and the new version of the I-watch. We always look at new tech releases and especially apple for new inspiration and opportunities.

LeoVegas has been involved in some of the biggest ever mobile jackpot wins last year; can you tell us a bit more about them?

2015 started off in the best possible way with LeoVegas handing out the biggest mobile win in history, which was a Mega Fortune Jackpot of 5,6 million Euro. While that record stills stands some amazing jackpot wins has fallen out including 4,6 million Euro on Mega Fortune Dreams in July.

Few things can compare to hearing the stories of the lucky winners, what they where thinking when they won and how they will spend the money. The long awaited trip abroad is popular but also a lot of winners want to share money with friends and family. One of our absolutely biggest winners wanted to thank us for changing his life and decided to buy all of Leovegas, at that time around 120 people, a dinner at a nice restaurant. I just found that gesture absolutely heart warming. All in all we are extremely pleased with these wins and we can proudly say that there is nowhere better to play jackpot games than LeoVegas.

Sigma2015-011You were recently granted your UK licence and are investing heavily there, can you tell us why you chose the UK market over others?

I think its fair to say that the UK license regime is probably the most successful we have seen in Europe so far. That plus the cheer size of the market made it a very attractive place to invest in. What scared a lot of other companies of is naturally the significant competition. We did however feel that we had something unique to offer and a positioning that was not claimed in the market. Looking back at the success we have had I’m more than pleased with that decision.

You also partnered with primetime UK TV show Celebrity Juice. Can you tell us a bit more about how that came about and what you have planned there?

The reasoning is simply that its a primetime channel and show which is very much followed by the UK nation. Its also shares the same demographic which makes it a perfect fit. The sponsorship begins when the hit show returns to screens in September and covers all episodes, including the Christmas Special. The deal will also see LeoVegas branding appear online and on mobile, including the show’s website and catch-up content on ITV Player and The creative, entitled ‘Dress Like a Lion’, has been produced by NOW Advertising and focuses on LeoVegas’ lion mascot, Leo, as he tries on an array of flamboyant outfits, like those worn by the show’s host, Keith Lemon.

With such a crowded market in the UK, do you have any aces up your sleeve to make you stand out from your competitors?

Its all about the product and that’s where we differ from all other brands. As usual we have an array of activities going on in the UK as we continue to grow stronger in presence. The next quarter will see LeoVegas expand rapidly with both above and below the line activities to keep us top of mind.

Sigma2015-460You’re based in sunny Malta, can you tell us a bit about office life behind the scenes?

Malta has been a great environment for us to grow, we really wanted to go the extra mile when it comes to office environment to create the Google kind of atmosphere. In the end we found anamazing office in Sliema that has it all, terraces with amazing view, space for table tennis, videogames and you name it. The combination of Mediterranean weather and a fast pace working environment has created a great environment for us to attract talent.

What do you think the future holds for LeoVegas?

Our ambition is to keep on growing and even accelerate what we do. It’s a huge challenge and we need to constantly reinvent ourselves to keep ahead of the competition. I think its fair to say that wehave gone from start-up to the respected leader in mobile casino in a very short time and this is just the beginning.

We look forward to meet LeoVegas and their wonderful management in various conferences worldwide including, of course, SiGMA16! Until then, enjoy this short flashback from SiGMA15.