William Hill appointed Ulrik Bengtsson as CEO in September 2019, 18 months after he had joined the betting giant as Chief Digital Officer. Bengstsson will play a central role in the British bookmaker’s ambition to “to build William Hill into the world’s most trusted digital gambling brand”.
“Having overseen the group’s digital operations for 18 months, he knows the business well and is ideally suited to lead our next phase of growth,” William Hill chair Roger Devlin said in a statement. “Ulrik has deep understanding in digital and has the international and sector experience we need to deliver on our strategy. His appointment will provide continuity, stability and operational digital leadership as we deliver on the strategy we have set.”
Bengtsson has previous experience in the CEO role. Prior to joining William Hill, he held the position at Swedish gaming company Betsson AB, broadcaster Viasat Sweden and in the Pay TV for Emerging Markets arm of digital entertainment firm Modern Times Group.