Peter Ekmark

Career Path and Evolution in the iGaming Industry

Peter Ekmark has built his career over more than fifteen years in the online gambling and technology sectors, taking on senior roles across multiple major brands. Before joining PlayStar, he served as CEO of Internet Vikings from 2019 to 2022, where he worked on scaling the company’s hosting and domain services for operators entering regulated markets. His leadership experience also includes roles at JackpotJoy Group, where he was responsible for operational and commercial development, and positions within Kindred Group, where he spent over seven years helping shape the company’s product direction and digital operations.

His early career combined business development, product management and strategic leadership. This broad exposure provided a foundation that later enabled him to guide companies through competitive and fast-evolving market environments. Over time, Ekmark became known for his analytical, structure-oriented approach to organisational growth and market expansion.

Transition to PlayStar and Leadership Appointment

Peter Ekmark involvement with PlayStar began in September 2022, when he joined its board of directors. This early strategic role allowed him to gain insight into the company’s U.S. ambitions and operational structure. In October 2023, he was appointed Chief Executive Officer, taking over the responsibility of driving PlayStar’s next phase of development.

His appointment followed a year of expansion for the brand, which established its presence in New Jersey’s regulated online casino market. Ekmark’s mandate includes strengthening PlayStar’s operational efficiency, refining its commercial strategy and evaluating opportunities in additional U.S. jurisdictions.

Strategic Vision for PlayStar in the U.S. Market

At PlayStar, Peter Ekmark focuses on long-term stability and measured expansion. His strategy emphasises enhancing the customer experience through data-driven decision-making, optimising internal processes and building partnerships that support market entry. He aims to position PlayStar as a competitive, adaptable operator within the U.S. digital casino landscape.

Although relatively new on the American market, PlayStar continues to refine its model, and Ekmark’s leadership plays a central role in aligning product, marketing and operational functions. His experience navigating regulatory environments enables the company to plan growth in a structured and compliant way.