Pontus Lindwall, CEO of Betsson, joins the ICE Studio to reflect on leadership, regulation and company culture after decades at the helm of a listed gaming business.
Lindwall describes how his leadership style has evolved as Betsson has grown. While his core values remain unchanged, he says decision-making has become more collaborative as the business has grown and leadership talent has expanded.
In the company’s early years, leadership was more entrepreneurial and individual. Today, a broader leadership team and shared expertise across the organisation shape the strategy.
Pontus Lindwall on leading in the public eye
Being CEO of a publicly listed company, Lindwall says, is less a pressure than a constant state. Over time, he has adapted to public scrutiny to the point where it feels routine. “It’s my normal life. I hardly notice it,” he says.
The most difficult moments for him are making redundancies, particularly during Betsson’s early, unprofitable years. “The worst thing in general is when you have to let people go from the business,” Lindwall adds.
Despite this, Lindwall remains energised by his role. His main frustration does not come from commercial challenges but from poorly designed regulatory proposals, which he says are bad for the industry as a whole.
While public criticism of gambling is inevitable, he stresses the importance of responsible behaviour, transparency and continued efforts to strengthen the sector’s reputation.
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