Patrick Törn Chosen to Lead Svenska Spel’s Digital Transformation

Patrick Törn, former head of Nordic sales at travel business TUI, has been appointed Svenska Spel’s new director of Sports and Casino division.

The Swedish operator has expressed certainty that he will be a major figure in the brand’s forthcoming digital transformation.

At the Right Moment

As Svenska Spel’s director of Sports and Casino division…

…Törn will be in charge of the sector’s customer relationship management and performance marketing. He will be in charge of social media, SEO, programmatic advertising, conversion-rate marketing and automated marketing.

He was partner sales manager in 2014 when he joined TUI and became head of sales for the Nordic division in 2019. He worked extensively on digital marketing and led digital transformation within the brand.

This was the main reason why Svenska Spel decided to hire him.

Petra Blixt, Svenska Spel Sport and Casino’s head of sales and marketing said:

“We are very happy that Patrick is entering this stage in our journey of change. The team’s mission in the coming years is, among other things, to create value and efficiency through data-driven, automated and personalised customer communication.

Patrick, with his solid experience from the travel industry and digital business, is the right person to take on that task and run cross-functional teams between market, tech and UX.”

A Defined Path Forward

Törn himself added that he will enhance Svenska Spel’s digital footprint through a data-led approach.

“It is fantastic fun to be a part of Svenska Spel Sport & Casino and be part of this journey. We will increase the focus on our data-driven communication and continue to work to ensure that we offer our customers a completely unique gaming experience that both engages and touches them.

I will lead a team of digital sales experts with a focus on data-driven communication strategy and innovation growth.”

Prior to joining TUI, Törn founded Ability Media Group, a consultancy specializing in digital marketing, communication and business development.


“Svenska Spel selects Törn to lead digital marketing transformation”,, January 18, 2021.

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