ComeOn Group Restructures Leadership Team Ahead Of Finland Market Expansion
The iGaming operator has appointed three senior executives and promoted Sherwin Jarvand to Chief Operating Officer as it prepares for its next phase of growth.
ComeOn Group has announced four senior leadership changes, including the appointment of a General Manager for Finland, as the Malta-headquartered iGaming operator prepares for further expansion across regulated European markets.
The company has appointed Alex Woodhams as Chief Product Officer, Sara Nunes as General Manager for Finland and Kristoffer Ottosson as Director of IT Operations. Sherwin Jarvand has also been promoted from Chief Growth Officer to Chief Operating Officer.
The restructuring strengthens ComeOn's product, technology and operational leadership ahead of Finland's planned transition to a competitive online gambling licensing system in July 2027.
ComeOn Appoints Three Senior Executives
Woodhams joins ComeOn as Chief Product Officer, having previously spent five years in the same position at Spotlight Sports Group, the owner of Racing Post.
Based in ComeOn's London office, he brings experience from both the gambling industry and other consumer-facing sectors, having worked with brands including Tesco, Dell, O2 and Just Eat.
His appointment will strengthen the operator's product leadership as it continues to develop its online gambling offering across multiple regulated jurisdictions.
Kristoffer Ottosson has meanwhile been appointed Director of IT Operations, joining from iGaming technology provider Internet Vikings.
Ottosson spent four years as Chief Operating Officer at Internet Vikings, where he gained experience managing and expanding technology operations. His new role will involve overseeing ComeOn's IT operations as the company develops its technical infrastructure.
The appointments coincide with the promotion of Sherwin Jarvand to Chief Operating Officer. Previously Chief Growth Officer, Jarvand will assume broader responsibility for the group's customer-facing operations.
Finland Appointment Signals Market Entry Plans
Sara Nunes has been appointed General Manager for Finland, positioning ComeOn for the country's forthcoming gambling market reform.
Nunes brings industry experience from High Roller Technologies, Rootz, Kindred Group and Betsson Group. Her appointment establishes dedicated local leadership ahead of Finland's planned opening to licensed commercial gambling operators in July 2027.
The reform will end Veikkaus's monopoly over the online betting and casino activities covered by the new licensing system, allowing other operators to apply for authorisation.
More than 50 companies are expected to pursue opportunities in the Finnish market, although individual market entries will depend on licensing approvals and operators' commercial decisions.
ComeOn already operates in neighbouring Scandinavian markets through brands including Snabbare in Sweden and Casinostuen in Denmark.
The appointment of a Finland-specific General Manager indicates that the operator is preparing for the country's new regulatory framework, although the company has not disclosed detailed launch plans or confirmed which brands it intends to introduce.
CEO Highlights Product And Technology Priorities
ComeOn Group Chief Executive Officer Juergen Reutter said the leadership changes were intended to provide the expertise required for the company's next stage of development.
“We are building ComeOn for its next stage of growth, and having the right leadership and capabilities across the organisation is a fundamental part of that,” Reutter said.
“Alex, Sara and Kristoffer bring deep expertise across three areas that are increasingly important to our strategy – product, local market leadership and technology.”
Reutter also highlighted Jarvand's promotion, which expands his responsibilities beyond the growth-focused position he previously held.
“At the same time, Sherwin’s promotion to Chief Operating Officer recognises the significant contribution he has already made to ComeOn and gives him a broader mandate across our customer-facing operations.”
The CEO said the combined appointments would support the group's ambitions across its regulated markets.
“Together, these appointments strengthen an already experienced leadership team and put us in an even stronger position to execute our ambitions in our regulated markets.”
The restructuring comes as ComeOn prepares for potential entry into Finland while continuing to develop its existing European operations. The company has not announced further details regarding its Finnish licensing application or a confirmed market launch date.
