Lahcene Merzoug
Lahcene Merzoug is a Swedish-Algerian executive and angel investor who led the transformation of Betpoint Group into PressEnter Group. He previously held senior roles at several gambling companies and now serves as Executive Chairman of PressEnter.
Bio
From Marketing to Operational Control
Lahcene Merzoug entered the iGaming industry after working in venture-backed startups and early-stage investments, including green tech and hospitality.
He held senior marketing roles at Bonnier Gaming and Evoke Gaming before joining Mr Green’s agency Green Media as CMO.
In 2018, he was appointed CEO of ComeOn Group, where he managed brand consolidation and product expansion across regulated markets.
In 2021, he was hired as CEO of Betpoint Group, a Malta-based casino operator. At the time, the group operated several mid-sized brands but lacked strategic direction and market clarity.
PressEnter Under Merzoug’s Leadership
Within months of joining, Merzoug initiated a full rebrand of Betpoint Group, renaming it PressEnter. The change was aimed at giving the company a clear identity focused on product delivery and geographic expansion.
Later, in November 2022, he led a management buyout, acquiring the company alongside other executives. The move shifted ownership to internal leadership and enabled faster decision-making without external shareholder constraints.
PressEnter’s current portfolio includes six casino brands: 21.com, NitroCasino, NeonVegas, UltraCasino, JustSpin, and RapidCasino.
The company has expanded from its core European markets into Ontario and is entering selected Latin American countries, including Peru and Chile. A proprietary sportsbook is also under development.
Leadership Style and Company Culture
Internally, Merzoug has focused on simplifying structures and increasing team autonomy. Under his leadership, the company opened a new six-floor headquarters in Sliema designed to support hybrid work and cross-functional collaboration. He promotes a culture of accountability and rapid execution rather than top-down management.
His approach to growth reflects his background in performance marketing: test quickly, scale what works, and avoid unnecessary complexity. Merzoug has publicly emphasized operational discipline and measurable outcomes over experimentation for its own sake.
Now as Executive Chairman, he remains involved in strategic planning, licensing, and evaluating acquisition opportunities. The group has signaled interest in inorganic growth, backed by a dedicated investment reserve.
As an angel investor, Merzoug also maintains interests in other digital businesses, including a stake in NEXT.io.